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09
Mar, 2020

By OppGen

Microsoft Ads for Medical: Give Your Practice A Spark

To say that no one uses Bing is a blatantly false statement. Sure, it’s not Google, a search engine so ingrained into our daily lives to the point that Google is a verb in the Merriam-Webster Dictionary.

Nevertheless, Bing is a fairly popular search engine and one that’s overlooked. Don’t overlook Bing — or Microsoft, for that matter. It’s a pretty powerful contender in the realm of digital advertising, and it’s one that can help medical practices in particular. Its advertising service, Microsoft Advertising (formerly Bing Ads), is worth giving a shot.

OppGen Marketing can set up a Microsoft Advertising campaign for your medical practice. Contact us to get started.

 

Reach Prospective Patients in Places Where Google Can’t

Bing runs 1 in 3 U.S. desktop searches. It’s also the default search engine for Windows 10 users as well as other Microsoft applications like Word, PowerPoint, and Cortana.

Microsoft Advertising can reach 49.4 million users that Google can’t reach. If other clinics are mainly marketing via Google Ads, that means there’s an opportunity for your clinic to find prospects who aren’t searching on Google. Also, Microsoft Advertising isn’t only on Bing; its ads can be seen on Yahoo, AOL, and partner sites like Amazon. Even certain applications, such as Skype and Outlook, display Microsoft Ads search advertisements.

 

Target Older Audiences With Higher Incomes

Like Google Ads, Microsoft Advertising offers geotargeted ads, which allow advertisers to target audiences based on location.

71% of Microsoft Advertising’s audience is at least 35 years old. This makes it an invaluable resource for men’s clinics, plastic surgeons, body contouring practices, HRT practitioners, and hair restoration clinics. Its searchers are also slightly more affluent compared to Google’s, which means they’re able to spend more money online.

Reaching more people in your target audience’s demographic with a higher income is always a good thing. OppGen can help you find those audiences.

 

Discover Microsoft Ads’ Lower Costs and Higher Conversion Rates

As Google Ads becomes more competitive, its cost per click (CPC) is only going to keep rising. This isn’t the case for Microsoft Ads. CPC is significantly less than Google Ads, with a 29% lower cost per sale. Plus, the conversion rates are 35% higher at the same CPC as Google. Search Engine Journal found that specifically in the medical marketing segment, Bing’s CPCs were lower than Google’s 71% of the time

Higher conversion rates at a lower CPC is a goal to strive for in all marketing segments, and with Microsoft Ads, your clinic doesn’t have to strive much for much at all. It’ll already have a lower CPC to start with. 

For more ways to lower CPC and improve conversion rates, contact us to schedule a complimentary strategy session.

 

Complement Your Practice’s Current Google Ads Campaign

Some people seem to believe that marketing on multiple platforms is bad, and few things can be further from the truth. Advertising on Bing will not make your clinic’s Google Ads campaign suffer or fail. It’s no different than running a TV ad and a newspaper ad for your clinic on the same day, except you have a little more control over who sees your ads and when prospects can see them.

By adding a Microsoft Advertising campaign to your clinic’s overall marketing strategy, you can reach audiences on both Google and Bing. 

Plus, Microsoft Advertising allows you to import campaigns from Google Ads, so you don’t have to start an entirely new campaign from scratch. Be sure to double-check location targeting and any ad extensions you had on Google Ads when importing to Microsoft Advertising, though; you may have to make some adjustments.

Adding a Microsoft Advertising campaign alongside your Google Ads campaign is a smart move and will ensure that more prospects will find your clinic — and even more prospects will convert.

Contact us to learn how we can add a Microsoft Ads campaign to your digital marketing strategy.

 

Add Microsoft Ads to Your Practice’s Marketing Strategy

It’s entirely to your clinic’s advantage to start a Microsoft Advertising campaign. The patients you’ve been waiting for could very well be waiting to find a clinic like yours, so don’t keep them waiting.

To get a head start on your Microsoft Advertising campaign, contact us today.

04
Mar, 2020

By OppGen

How to Do HRT Marketing for Men vs. Women

Hormone replacement therapy (HRT) may sound like an all-encompassing treatment with one audience, but it’s a surprisingly diverse segment.

Every woman will experience peri- and post-menopause symptoms at some point in her life. HRT and bioidentical hormone replacement therapy (BHRT) are two treatment options that can ease some of those symptoms.

On the flip side, not all men struggle with low testosterone, but those who do may have an option to treat it with testosterone replacement therapy (TRT).

Given the diversity of this segment, you can’t go with a one-size-fits-all approach to marketing HRT. You’ll want to take a few things into consideration depending on your target audience.

OppGen Marketing has successfully marketed HRT and BHRT for men and women alike. Contact us today to learn more about our HRT marketing program.

 

HRT Marketing for Women

According to the U.S. Department of Labor, 80% of women make their family’s healthcare decisions. This means they’re more likely to be the ones researching available healthcare and medical options for themselves and their families. Studies have shown that women are also much more likely to get medical care than men. So, what does this mean in terms of marketing BHRT to women?

 

Show What You Know

Just because women are more likely to see a doctor than men does not mean that they’re automatically going to hand over their contact information to any clinic. They may be even more discerning than their male counterparts when it comes to finding the best option.

Your landing page’s content should provide useful information that explains what BHRT is and what it does, as well as any side effects, benefits, and the FDA’s stance on BHRT. If you know where or what your bioidentical estrogen is sourced from, share that. Consider including a brief FAQ section.

 

Keep It Appropriate and Targeted

If you found a hospital’s website plastered in pink with a touch of floral prints, would you go to that hospital? Probably not. Take a moment to reflect on why you wouldn’t go there. The website’s colors and design don’t look professional or clean — two things that most reasonable people (men and women alike) would expect at a hospital. Your website represents your clinic, and if there’s a disconnect between your clinic and website, prospects won’t convert.

There are better ways to market your clinic to women without using a “girly” landing page or website. Remember you’re marketing BHRT to women in their 40s and 50s. Include high-quality stock photos of women who are either near or within that age range. If possible, ask a client to share her experience with HRT for a video.

Consider what message your landing page and/or website is giving prospects. If you’re a man running a clinic, show your wife or a female relative or friend the landing page and information and ask for their honest opinion. You might learn a thing or two that may even help your patients in the long run by listening to their feedback.

 

Emphasize Natural Treatments

To most prospects, BHRT and HRT look like alphabet soup. Unfortunately, the full names don’t really explain what they are or the differences between treatment options, either.

It’s important to focus on the word natural when marketing BHRT. BHRT is commonly advertised as natural because bioidentical hormones are derived from plant estrogen (as opposed to estrogen extracted from a pregnant mare’s urine, as is often the case with HRT).

You may believe “natural” is an overhyped, meaningless buzzword, but it’s still a word that holds value to women seeking treatment for menopause.

 

HRT Marketing for Men

A Cleveland Clinic survey found that 72% of men would rather do chores than see their doctor, and 77% of men in relationships would prefer to go shopping with their significant other than go into the doctor’s office. The same survey also found that one-fifth of men withheld information from their doctors and 46% of men aren’t comfortable talking to their doctor about sex-related concerns.

It’s imperative that if your clinic offers testosterone replacement therapy (TRT) for men that you have a strong marketing campaign.

Learn how you can get more TRT leads for your men’s clinic with OppGen here.

 

Earn Their Trust

If you get a lead for your TRT, call the lead immediately. But don’t expect them to schedule an appointment right away.

Accept that it will take some time to earn a lead’s trust in this particular segment and there are a few ways to do that. Combine a regular content schedule. Collect positive reviews from patients. Track and remarket prospects who have visited the site more than once.

Low testosterone and the side effects that come with it are ones that men often find shameful. They may feel isolated and alone. In your messaging, it’s important that you remind prospects that low T is not their fault. Share statistics on the commonality of it to remind them that they are not the only one who’s struggling with it. Tell them that having low testosterone, a medical condition, does not make them any less manly than anyone else.

These messages are ones that will get through to prospects, slowly but surely.

 

Share Stories

Help prospects feel less alone by sharing success stories on your landing page, website, or social media accounts. Get a quote from patients about their experience. Some may not want to share their name or other identifying information, so ask if it’s OK if you include initials or a first name followed by the last initial. Use high-quality stock photos if needed.

Getting guys to open up about their experiences can help pave the way for others to take the first step into your office.

 

Segment Your Audiences

Remember that men and women play more roles than just men and women. People can be spouses, single, divorced, parents, grandparents, coworkers, friends, family, and so on. It’s worth segmenting your audience even further than just by male or female. Take the time to do in-depth research about your audiences. After all, it’s better to know than to assume.

 

Contact OppGen for More Information

If you need some more advice or help for improving your HRT marketing campaign, contact us today.

30
May, 2019

By OppGen

Medical Practice Marketing Multi-Channel Investment

There are so many different ways to market your medical practice. Digital marketing has grown immensely over the past several years. Splitting budgets between traditional marketing tactics and digital marketing, ppc, and other online marketing efforts can seem daunting. So the question becomes “How does my business achieve the max ROI for our marketing efforts?” We’ve worked with a number of medical practices who have taken the multi-channel approach investment.  By diversifying your marketing budget across multiple channels, your practice will have the opportunity to increase its web presence, drive brand awareness in your local market, and generate a healthy pipeline of prospective patients. When using this marketing approach it’s important to keep your logo, name, and general branding consistent across all channels. If you know your audience, it will be much easier to select channels people are more comfortable with and more likely to interact with your brand. 

Paid Search

If users want to learn more about your medical practice, chances are they will Google you before doing anything else. Targeted advertising can help your team generate a higher quality lead volume. Results and tracking can be implemented to help you measure an ROI for these efforts. This type of digital marketing works for all budget types and can be paused and restarted at anytime. Our team has worked with a number of local medical practices and has helped drive qualified traffic to medical practice websites.

Paid Social

Social advertising also has targeting features to make sure your ads are being shown to the correct audience. Social media advertising can help build relationships with prospective patients and encourage engagement from those who could be interested in your practice. There are a number of different solutions for advertising on social media. You can create successful campaigns that drive results on any type of budget that’s available. 

Search Engine Optimization

Content is king. Having lots of content revolving around your practice and services can be a huge factor in organic search results and improving search engine optimization (SEO). If you’re strained for time hiring a free-lance content writer can be a great addition to your blog or other web pages. The more information you can provide around your medical practice, the better informed your potential patients will be. 

Direct Mail

Although digital marketing has taken part of the direct mail market share its still an important aspect for any marketing campaign. One of the first things you should do is select an audience you are trying to target and make sure there is a clear call to action on the mailing piece. Adding a promo code for a free consultation or visit can help support your multi-channel efforts.  

TV/Radio

If you know your target audience consumes television and radio this could be a great way to reach them. By using a hashtag on a television ads or calling out a website in radio ad copy could help support the other multi channel functions of your marketing campaign.

Email

To round out the multi channel approach marketing strategy email marketing can help drive engagement. Grab the attention of readers with compelling call to action, images, videos, and  GIFS. You can send special offers and program details to help promote your business. Feature a section of your website for active users to subscribe to your newsletter or other email communications to continue communications with patients.

Multi-channel marketing is not a one size fits all approach for your business. Some channels might not fit your target audience. It’s figuring out which tactics will work for your medical practice marketing strategy for max ROI. This approach can grow your brand recognition, bring higher conversion rates, and untimely bring in more patients. 

18
Apr, 2019
YouTube Blog Image

By OppGen

4/18 – This Week In Digital Advertising

{4/18} This Week In Digital Advertising 

  1. Exploring YouTube Advertising Offerings: YouTube is the second largest search engine on the web and processes more than 3 billion searches a month. With the expansion of YouTube TV and other platforms it can be difficult to know which advertising option to select. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube. If you have never run ads on YouTube before it could be a good time to try and reach your potential customers in a different way. Let’s get into the different types of ads that are available to run. The first is Display Ads appear to the right of the feature video, and above the video suggestions list. Overlay Ads are semi-transparent overlays which appear on the lower portion of the video a user is watching. Skippable video ads allow viewers to skip ads after 5 seconds. Bumper Ads are non-skippable video ads of up to 6 seconds in length. Non-skippable video ads must be watched to completion before the desired video can be viewed. Finally, sponsored cards display content that may be relevant to the viewers’ video, such as products featured in the video. If you would like additional information and stats read more at social media today. 
  2. Facebook Launches New Safety Controls: The social media giant has been under pressure to update their brand safety policies and they have followed suite. Over the next few weeks, Facebook has announced that they will be updated ad filters for advertisers. This is an effort to give advertisers better access to where brand ads are placed and address safety concerns. Advertisers will now be able to choose from these three options:
    • Limited inventory offers maximum protection, similar to the opt-in category exclusions available today
    • Standard inventory provides moderate protection and is the default choice when placing ads. This is the same as no category exclusions today.
    • Full inventory selects minimal protection and ads may be delivered to all eligible content.

           If you are an advertiser and want to learn more visit Facebook’s blog announcement.

11
Apr, 2019

By OppGen

4/11 – This Week In Medical Advertising

{4/11} This Week In Medical Advertising 

  1. Facebook to updates terms of use: Users of the social media platform will now have a clear idea of what is happening with their data in updated terms and conditions. These updates came about from pressure from the European Commission who is responsible for the implementation of the broader data protection laws (GDPR) that were rolled out last year.As a part of Facebook’s effort to be more transparent these updated terms will reflect major changes that explicitly says “that Facebook does not charge users for its services in return for users’ agreement to share their data and to be exposed to commercial advertisements.” The company has agreed to now “clearly explain that their business model relies on selling targeted advertising services to traders by using the data from the profiles of its users.” Facebook has also changed positions on third-parties misusing its platform by saying they acknowledge responsibility in case of negligence for third-parties in the platform. The European Commission will be monitoring the social media giant to make sure these changes have been implemented worldwide by the end of June 2019. If you are interested in more about these updates read more at Mashable
  2. 20 SEO Tips for Success on Google: Looking to get your local business found on Google? There are several things that can be done to help make your site a success. First check your local citations including your company name, address, and phone number and make sure they are accurate on your website. Make sure your business has a Google My Business location and upload images of your location, times you are open, and specific services you offer.  Link building is another important part of local SEO. It can help your business get found for the specific services you offer and which location has them if multiple locations apply. Your business site needs to have a mobile first approach when it comes to design of your site. This will improve your customer experience and help with conversions. Our team is available to work with you on SEO optimizations. If you want to read the full list of optimizations check out the infographic available here

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Microsoft Ads for Medical: Give Your Practice A Spark
How to Do HRT Marketing for Men vs. Women
Medical Practice Marketing Multi-Channel Investment
YouTube Blog Image
4/18 – This Week In Digital Advertising
4/11 – This Week In Medical Advertising