Marketing alternative treatments for plantar fasciitis and peripheral neuropathy can be tricky if you don’t know where to start. Perhaps you’ve considered more traditional options, like radio or newspaper ads. While those certainly can be helpful, it might be a good idea to consider adding digital marketing to your current marketing strategy. Learn more about how OppGen marketing can get your digital presence up to par by contacting us for a free digital marketing strategy session.
Here are a few simple ways you can market alternative treatments for plantar fasciitis and peripheral neuropathy.
Paid Search Ads
Paid search marketing is a digital marketing strategy that involves paying search engines, like Google or Bing, to advertise services to prospects who are searching for alternative plantar fasciitis and peripheral neuropathy treatment options.
Search ads are often called PPC or pay-per-click ads due to this kind of ad’s payment system. You are charged only when someone clicks on your ad. If someone sees it and scrolls past it, then you won’t pay a cent.
These advertisements are text-based and look like a search result listing; however, later this year, you should be able to add images to make your ads stand out from the organic (unpaid) search results.
What makes PPC ads effective is that your ad won’t be displayed unless a prospect searches specific keywords you’ve selected. This makes it easier to target relevant prospects who are already seeking treatments for plantar fasciitis or peripheral neuropathy.
PPC ads can be found at the top and bottom on search engine results pages (SERPs), though Google has been adding more advertising options, such as Google Maps ads. The location of your ad matters, and ideally, you want it on the first page of search results.
There are multiple factors involved when it comes to determining your ad’s placement, and one of the most important factors is the cost per click (CPC). You can determine the CPC by placing a bid on the keywords through an automated bidding system. The higher the bid, the better the placement will be. Depending on how competitive the keywords are (as well as the industry is), you might find the CPC getting high. That’s why it’s a good idea to work with an experienced marketing company, like OppGen, that is far more than capable of lowering CPC for its clients.
For even more in-depth information about the effectiveness of paid search for peripheral neuropathy treatments, we recommend reading this blog.
Display Ads
Display ads, a type of visual ads that use images or video, can be found on various websites prospects visit. These ads often appear on websites hosting relevant content or take prospects’ search and browsing history into account.
The browsing history aspect makes display ads most effective for a remarketing (or retargeting) strategy. This strategy will target people who have visited your website but didn’t take a certain action (i.e., not finishing purchasing an item/leaving an item in the shopping cart or leaving the “schedule appointment” page without scheduling an appointment) by displaying ads for your clinic and/or its services on other websites. Display ads work as effective reminders for prospects to return to your website, where they will hopefully take that desired action.
One of the best examples of display ads in action is when you leave a product in a digital shopping cart without checking out. Many times, you’ll start seeing ads about those products on different websites. If you end up leaving that website (even if you don’t click on the ad) and going back to check those items out, you are considered a success for that company’s remarketing strategy.
Content Marketing
Content marketing is a key part of a strategy known as SEO (search engine optimization), which revolves around creating well-written (or well-produced) relevant, informative content for anyone who visits your website so that search engines rank your website in a higher, more visible position. This content should be centered around specific and relevant keywords that people are searching for when looking for
The content itself is a rather large concept and can be made in several different mediums, including but not limited to:
Blogs
Blogs are one of the simplest forms of content, but blogging takes more skill than you may believe it does. Your content needs to be well-written and researched. You can’t just repeat the same keyword over and over and over again. That may have been an effective strategy for SEO a few years ago, but this is no longer the case. Google’s bots, in particular, can “read” pages similarly to how we can read, and if it’s hard for a human to parse, it’s going to be hard for search engine bots to do that, too.
However, many people seem to think writing is easy and anyone can do it. This is not the case, which is why it’s common for companies to defer to freelance content writers who are skilled at blogging; and yet not all content writers are trained to help your site rank high with SEO. OppGen hires in-house content writers and trains them to optimize every blog post for SEO, and as a result, our clients see an increase in traffic and conversions. Contact us to learn more about our SEO program.
Video
Videos are becoming more popular as a form of content, and it’s easier than ever to make them, edit them, and upload them to a website or app. YouTube channels can be great resources for helping people better understand the alternative treatments you’re offering and how they work. Many YouTubers in the medical community film videos of the treatments themselves on their patients (while taking care to ensure they are not violating HIPAA, usually by not showing a patient’s face or anything that would make them identifiable and by using a fake name or nickname for the patient) and explain what they’re doing and why they’re doing it.
Longer Youtube videos can be cut into clips and uploaded to Instagram, too.
TikTok is another good video option, and just because it’s filled with Gen Z and millennials doesn’t mean you should overlook it. It’s easy for anyone to use, and editing video in the app is a breeze. Videos can be up to a minute long, and it’s possible that 3-minute-long videos are coming up on the horizon. TikTok’s social elements, such as its comment sections, can make it easy to respond to questions viewers may have about your alternative treatments.
Last but not least, video also gives you the option to include them in blog posts, adding an extra element that can make your blog more informative and appealing to readers and viewers alike.
Podcasts
Podcasts are yet another way to reach more people who may be seeking treatment options for plantar fasciitis and peripheral neuropathy. Creating a podcast about these treatment options or discussing them in more detail as a guest on a local podcaster’s podcast is both good options. (Another option may be advertising on a relevant podcast — according to Nielsen’s 2021 Podcast Today report, their podcast effectiveness studies have found that ads, when read by the host, drive a brand recall rate of 71%). With growing interest in podcasts, it certainly doesn’t hurt to give it a try. Plus, podcasts can be uploaded to websites as widgets, making them a promising addition to blog posts along with videos.
Social Media Marketing
Now that you’ve created some content, you need to share it, and social media — especially Facebook, one of the best social media platforms to do so — is a great place to share your content. Sharing content is also an important part of a good SEO strategy.
But social media marketing offers more than a way to bolster your content and SEO strategy; it’s another place to market alternative treatments for plantar fasciitis and peripheral neuropathy to prospective patients.
Facebook Business Page
Setting up a Facebook business page for your clinic is the first step to marketing, and thankfully it’s easy to do. Start by going to business.facebook.com/overview, click create an account, enter your business’s name, your name, and work email address, and click next. From there, you’ll be asked to fill in a few more details and click submit. That’s all there is to it!
There are several perks to having a Facebook business page. It’s a simple way to share content from your website or YouTube channel and connect with prospective patients. The chat option can allow you to answer questions from current and prospective patients, and in some cases, schedule future appointments. Patients can also leave reviews, and good reviews are something that can bring your clinic’s website higher up on relevant search results or on Google Maps if it’s a local prospect searching for your services.
Facebook Ads
You can’t run advertisements on Facebook without setting up a Facebook business page, so follow the above instructions if you haven’t set up your Facebook business page yet.
Facebook Ads come in more variations than search ads allow. There are many different placements, ad sizes, and ad types to choose from. But what is perhaps the best thing about Facebook Ads is its targeting options. Search engines don’t necessarily have access to as much information on prospects as Facebook does. Not everyone using Google has a Google account they use while searching; as a result, you don’t have demographic information or even information about a prospect’s interests.
Because when people create a Facebook account, they are encouraged to include information about their location, workplace, relationship status, among other useful data, you can use that data to a certain extent when targeting prospects. Certain medical issues, such as plantar fasciitis and peripheral neuropathy, tend to occur more often in certain populations. You can use that information to target audiences who fit within those populations based on their age and sex. Their interests (typically inferred by their liked pages) and groups also can be useful. For example, people who are part of a diabetic cooking group could be targeted using Facebook’s targeting tools.
Facebook Ads is particular about the language used in ads as well as what can be shown in the images and videos used in ads. If you fail to follow Facebook Ads’ advertising guidelines, Facebook will reject the ad, so be sure to pay close attention to those guidelines and that your ad follows those rules. If you continue to experience advertisement rejections from Facebook, it may be a good idea to reach out to a marketing agency.
OppGen has worked in some of the most difficult advertising industries on Facebook, like weight loss, but has been successful in getting ads accepted, which helps our clients’ marketing campaigns succeed. Contact us to learn more.
Facebook Live Webinars
Though Facebook Live video events aren’t the only option for doing webinars, they’re a pretty good place to start. Webinars can make for powerful educational tools, and thanks to Facebook Live and other live video streaming services (such as YouTube, Twitch, and even TikTok), it’s easier than ever to set one up and answer prospects’ questions directly.
These live webinars can be done from any place at any time. At the very least, all you need is a phone, a Facebook business account, and a good internet connection. We suggest making sure that your Facebook business page advertises and actively promotes a webinar event ahead of time so people will show up.
Contact OppGen for More Ways to Market Alternative Treatments for Plantar Fasciitis and Peripheral Neuropathy
OppGen has helped hundreds of clinics across the nation generate more leads with an improvement on their return on investment (ROI) through our holistic marketing program. We can help you market alternative treatments for plantar fasciitis and peripheral neuropathy and bring more patients into your clinic. Contact us today for more information.
