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As patients go online to search for fertility information , physicians can use educational resources and targeted keywords to convert their interest into appointments.
Page Contents
1. Digital Marketing for Clinics
2. Structure your digital marketing campaign based on patient intent
3. Search Ad Targeting
4. Trust is the basis of success
1. Digital Marketing for Clinics
Over the past decade, the vast majority of consumers have come to rely on the Internet as a go-to place for health-related information . As the level of trust and comfort in using the Internet has increased, the trend has permeated a wide range of medical fields including even the most sensitive topics such as fertility and reproductive health.
But just because people are looking for fertility-related information and treatment options using the same methods they use to buy shoes and video games doesn't mean that medical marketers can directly replicate the marketing strategy of those selling sneakers or video game consoles. We're not talking about the same thing.
So, let's go over the basics that we should take into account when promoting assisted reproduction clinics. In this article we will give you several tips to boost your business and give it visibility.
To generate more conversions while reducing costs, we must have a comprehensive map of what goes through a potential patient's mind during each stage of the treatment journey . In other words, we must define our Buyer Persona .
If you have your Buyer Persona or ideal client profile well defined, you will be able to have a clear map of the journey they take from the moment they start searching on Google until they decide on a specific center.
CTA Fertility Clinics Ranking 2022
Firstly, there are those patients who are still in the research phase, at the top of the conversion funnel , it may be too early in our process to convert them into patients. But, if instead they have an imminent need to undergo treatment, it is actually not too early to begin a business relationship with them.
In general, it's best to work in broader strokes at this stage of the game. If possible, you'll want to allocate some budget to paid search, Google Ads, and social ads that offer top-notch informational content, such as downloadable resources or webinar invitations.
But, while it may be too early to expect them to book an appointment, there is no reason why we shouldn't start connecting with patients and increasing our credibility and recognition of our practice.
And this point is not a minor one. Many patients are completely unaware of the names of the clinics. Generating trust, at this early stage, is very important.
If you don't have the budget to invest in search ads that target those users at the top of the funnel, search engine optimization ( SEO ) is a great way to build brand awareness and trust.
To do this, we will need to build keyword-rich landing pages for your website, publish blog articles regularly, add clinic information to Google My Business , etc.
Not only will this increase your clinics' organic visibility in search results, but it will also help increase your conversion rate.
3. Search Ad Targeting
Reaching patients who are actively seeking solutions to their fertility issues requires a very specific approach to keyword targeting . In general, patients who have already spent a significant amount of their tim cambodia telegram data e searching and researching online, reaching the “Treatments” or “Resources” stage are more likely to become patients. But how do you distinguish between the two , to increase ROI and not neglect users in the “Symptoms” and “Diagnosis” stages who could become potential customers later on?
Success in this regard is a matter of effective keyword targeting – you’ll need to design your keyword strategy to focus on conversion-based search terms.
For example, if a patient is searching for broad terms like “cancer and infertility,” “Endometriosis and pregnancy,” “Why can’t I get pregnant?”, etc. they may be in the Symptoms stage of the Buyer Journey with the patient and therefore much less likely to convert – in other words, they are simply gathering preliminary information.
In contrast, a patient searching for keywords such as “IVF clinics Barcelona”, “how much does it cost to freeze your eggs in Bilbao” or “in vitro fertilization” has probably reached the Resources stage, making it much more likely that they will click on an ad and be able to book an appointment or consultation with your clinics.
4. Trust is the basis of success
As I mentioned, fertility marketing requires a unique and sensitive approach. You can spend all the money in the world on digital advertising, but unless you can connect with them on a personal level and secure their trust, you won’t achieve any remarkable results.
We will need to do our best to provide credibility to our brand; this means producing informative and interesting video content for your patients that showcases your doctors, staff, and facilities; conducting free online webinars to educate potential patients; displaying patient reviews and testimonials on your website and social media channels; and publishing information about your clinic's experience and success rates – but be mindful of the guidelines and regulations for publishing certain data based on ethical criteria.
With all of these considerations regarding digital marketing for fertility clinics , success can be a difficult task. But with the right approach to structuring a good online marketing strategy, good keyword targeting, and with direct and relevant messaging, fertility clinics can capitalize on existing consumer trends to generate more leads , conversions, and ultimately, a more recurring source of income.
