Today’s consumers have high expectations for their healthcare providers and vast amounts of care options to choose from.
For that reason, nearly all consumers conduct research online to learn more about health conditions and to find health systems that offer high-quality patient care. In fact, one in 20 Google searches are for health-related information.
This means that search, whether it’s paid or organic, is a key digital channel for health systems that are looking to acquire and engage new customers. Healthcare organizations need to build effective digital marketing campaigns that improve search visibility in key service areas.
One of the ways to guarantee visibility for priority keywords is to develop pay-per-click (PPC) campaigns on search engines like Google and Bing. Optimizing these paid campaigns to improve click-through-rates (CTRs) and drive measurable results takes time and effort. Here are four best practices to improve your results: