Have you ever secretly listened to a conversation between two medical professionals? I’m not admitting to anything, but I imagine it would be quite puzzling. Everyone working in healthcare, from doctors and nurses to administrators, social workers, and even sales representatives, basically has to learn a whole new language to communicate effectively. I briefly worked for a medical software company during college, and I remember feeling completely lost 80% of the time because of all the technical terms being thrown around. Healthcare also has so many specialized areas – even within cardiology alone, there are sub-fields like echocardiography, nuclear cardiology, cardiac electrophysiology, and more. It gets complex really fast!

In this article, I’m going to explore effective strategies that healthcare advertisers can use to increase visibility and achieve better results with paid search. I’ve gathered insights from paid search experts in both the business-to-business (B2B) and business-to-consumer (B2C) healthcare sectors and discovered practical tactics that can significantly enhance results for healthcare marketers. But first, let’s take a look at the specific PPC hurdles healthcare advertisers often encounter.

Distinctive PPC Obstacles for Healthcare Advertisers

While healthcare advertisers face some common challenges also encountered in other industries, like intense competition and high keyword costs, there are unique factors that make navigating the paid search landscape particularly demanding in healthcare. Before even considering successful business growth through paid search, it’s crucial to understand the particular obstacles present within the healthcare industry on Google.

• Confidentiality of Information and Language Constraints: Medical information is highly sensitive. With strict privacy regulations like HIPAA and the politically charged atmosphere surrounding healthcare reform, advertisers must proceed with caution. Sergey Rusak, Senior Paid Search Manager at nexus-security, manages several large healthcare paid search accounts and points out that language restrictions pose a significant challenge. “You have to be incredibly careful not to use words like ‘drugs,’ ‘prescriptions,’ or similar terms because Google’s automated system will flag and disapprove your ads,” Sergey cautions.
• Stiff Competition: According to a Google study, one out of every 20 Google searches is health-related. This illustrates just how competitive the healthcare field is in the paid search arena. Google recognizes this and is constantly refining its search results pages. Whether in the B2B or B2C healthcare realm, Google Ads (previously known as AdWords) searches are ubiquitous, making it fiercely competitive for health marketers to secure those coveted top spots on search results pages. Countless vendors vying for the attention of hospitals, consumers searching for health insurance or new healthcare providers, and healthcare professionals seeking electronic health record (EHR) systems and essential medical equipment all contribute to the fierce competition. Naturally, this also translates into expensive keywords.
• Inability to Remarket: This is arguably the biggest obstacle healthcare advertisers face today. Google recently updated its policies, effectively barring healthcare marketers from using remarketing strategies. This is a significant blow because remarketing is one of the most powerful methods for maintaining engagement with potential customers during what are often lengthy sales cycles in healthcare (with the exception of emergency care). Sergey emphasizes that Google strictly enforces this policy and frequently disapproves any type of display advertising in the healthcare space.
• Self-Diagnosis by Patients: Have you ever searched for a health problem online only to be met with alarming results? In reality, you’re probably not going to die from a stomachache in the next few weeks.

In early February 2015, Google Google announced its enhanced Knowledge Graph within search results pages, which now prominently displays verified medical information about the searched symptom. However, as Google clearly states, “This doesn’t mean search results are intended as medical advice.” So, bear that in mind if you come across a Knowledge Graph result that seems a bit off. Take a look at the example below, which displays the Knowledge Graph on the right side of the results page after searching for “frostbite.”

Despite these hurdles, it remains essential for healthcare professionals to establish a strong online presence and grow their businesses through paid search. One Google study revealed that 90% of hospital administrators turn to search engines to research vendor and product information, as well as compare features. Search engines, mobile devices, and video content are the primary digital resources hospital buyers utilize when looking to replace, upgrade, or restock medical equipment. It’s evident that search marketing is a top priority in the health industry, but what does this mean for marketers? Simply put, it signifies that paid search is crucial for reaching your target audience. Now that we’ve established that search engines are key for connecting with potential buyers, what strategies can give you a competitive edge over other healthcare marketers targeting the same audience? Based on extensive research and open conversations with healthcare PPC professionals, I’ve identified these six paid search tactics as the most effective:

#1: Deeply Understand Your Audience

You need to know your target audience inside and out. It’s likely that you have a few distinct buyer personas, each requiring a tailored approach. If you’re a healthcare advertiser targeting other medical professionals, ensure your keywords, ad copy, and landing pages use the language of the professionals you want to reach. What keywords are they using to find management software or specific medical equipment? Do different experience levels, occupations, or personas within your target audience necessitate a varied approach? Consider the different stages your potential customers might be at in their journey. In the B2C space, you’re mainly targeting prospective patients. Determine if they’re in research mode, carefully comparing different providers, or if they’re facing an urgent care situation. Sergey manages numerous paid search accounts, including one for University Foot & Ankle Center, Rhode Island’s leading podiatric medical and surgical practice. He explains, “Their target audience consists of regular patients – people dealing with foot, ankle, and leg issues.” Sergey emphasizes that when he initially started managing their account, he dedicated significant time to understanding the three primary patient types the practice caters to. “First, you have the top-of-the-funnel searchers who are in research mode. They’re experiencing some pain and know something is wrong, but they’re hoping it will resolve on its own. Then there are the chronic patients who know exactly what they need. They’re usually older individuals or athletes with previous injuries, and they tend to convert quickly. Lastly, there are the emergency patients, where we’re essentially competing with 911,” Sergey adds. The key takeaway here is to invest time in putting yourself in your potential patients’ shoes. Clearly define your different buyer personas and develop campaigns that directly address their specific needs, aligning with their level of healthcare knowledge and where they are in the decision-making process.

#2: Closely Monitor Average Position and Impression Share

You might be thinking, “Isn’t this important regardless of the industry?” Yes, but keeping a close eye on these two metrics is even more crucial in healthcare, especially because, as mentioned earlier, remarketing and display advertising are largely off-limits for healthcare advertisers. This means you must maximize your visibility and real estate on search results pages so that potential customers with longer decision-making processes don’t forget about you. It’s also important to remember that these metrics can fluctuate due to algorithm updates from Google, shifts in user behavior, and changes in competition. Regularly review both metrics and make adjustments as needed. “Maintaining a top position on search results pages is essential for maximizing exposure and ensuring people consistently see your brand. Because remarketing is not an option, this is even more vital for healthcare advertisers,” says Sergey.

#3: Ensure Contact Information is Easily Accessible

This is paramount for both B2B and B2C healthcare advertisers. Consider a patient facing an emergency or experiencing severe pain. They need instant access to a phone number or address for urgent care. Similarly, healthcare providers marketing their services to other professionals are dealing with a highly educated demographic likely to be engaged in a longer sales cycle involving extensive research and specific questions that can only be addressed by speaking directly with a product expert. I recently had a conversation with nexus-security client Patrick Stevenson, who works in the B2B healthcare space. Patrick is the Regional Director of Physician Development & Inbound Marketer at HelloHealth, an electronic health record (EHR) system with an integrated patient portal, primarily sold to smaller practices. Patrick explained that despite a typically long sales cycle, where potential customers might review 20 to 50 pages of website content before reaching out, having readily available contact information is vital for when a qualified lead is ready to connect. “We focus on educating potential buyers upfront, giving them enough information to save them time and making it simple for them to contact us when they are close to making a decision,” says Patrick. “We provide numerous ways for prospects to get in touch. Most of our bottom-of-the-funnel leads call us directly, but we also offer other contact methods since some prefer email or even social media.” So, how can you ensure you’re leveraging every opportunity to make your contact information readily available? Implement the following:

• Implement Call Extensions, Location Extensions, and Sitelink Extensions (linking to your contact page) for All Campaigns: This is a simple yet effective strategy. Not only does it expand your ad’s visibility and provide crucial information, but ad extensions have also been known to boost ad rank on search results pages. “Ad extensions are incredibly important. Include phone numbers, locations, make sure your offices are easily found on maps, and provide clear directions. Essentially, share as much information as you can within the ad,” says Sergey. “Advertisers should realize that people might need to reach them while driving, if they suddenly feel unwell, so this information must be readily accessible across all devices and communication channels."

• Display Contact Information on Every Landing Page: To put it in Taylor Swift’s words, you should “never, ever, ever” have a landing page without contact information! In fact, within the healthcare sector, your contact details should be visible on every single page of your website. Why? The competition is fierce, and if a potential lead struggles to find your phone number or email address, they might leave and forget about you entirely. HelloHealth excels at incorporating contact information on all its pages. See the example below – just within the first section of the page, there are three easy ways to reach out, and it’s evident that a real person is available to assist you with more information about their services.

The message is clear: Treat sharing your contact information like it’s your job (because it is, and it could potentially save lives!).

#4: Perfect Your Mobile Strategy

You might have already anticipated this, but if readily accessible contact information is crucial, then having a robust mobile strategy is equally important. According to Google, more than 50% of healthcare administrators rely on their smartphones when making purchasing decisions. Sergey points out that mobile is just as vital for B2C healthcare consumers: “Many people, particularly at work, use their cell phones to research healthcare information because they might not want colleagues or even family members to be aware of their medical conditions," he explains. “People often trust their phones more than their desktops. We see many mobile conversions happening during commutes, whether on buses, trains, or stuck in traffic. Lunch breaks at work are also a peak time for mobile conversions." So, mobile is undoubtedly significant, but what steps can you take to ensure you’re appealing to your mobile audience? Start by:

• Thoroughly Analyzing Your Mobile Data: Before finalizing a comprehensive mobile strategy, compare your desktop and mobile performance in Google Ads by segmenting your data by device. Remember that if you’re getting clicks but not conversions, it could be due to a poor mobile landing page experience.

• Implementing Mobile Bid Adjustments: If you’re seeing strong results from mobile, consider adjusting your bids for specific campaigns. Google allows you to bid up to 300% higher on mobile or exclude mobile entirely with a negative bid adjustment of -100%.

• Creating Mobile-Preferred Ads: While your desktop ads will appear on mobile if you don’t take this step, it’s best to have two mobile-specific ads (in addition to two desktop ads) per ad group if mobile is a priority. For these ads, prioritize call extensions, incorporate concise and compelling calls-to-action (like “Call Now!”), and think from a mobile user’s perspective.
• Ensuring Your PPC Landing Pages are Mobile-Friendly: If they’re not, you risk losing a significant number of potential customers. Test your website on your smartphone to evaluate how it appears. How quickly does it load? Does the content fit the screen properly? Is contact information readily accessible on every landing page?
• Experimenting with Call-Only Campaigns: This is a relatively new feature, and it’s excellent for those urgent, on-the-go mobile users who need to make a call immediately rather than navigate to a landing page. I highly recommend testing it out!

#5: When It Comes to Landing Pages, More is More

Hold on, isn’t the common saying “less is more”? Yes, it is. We’re often taught to keep landing pages concise with minimal text, a strong call-to-action, and visually engaging elements. However, healthcare is different! Think about it – our health is our most valuable asset! It’s safe to assume most people would gladly sacrifice material possessions, jobs, or vacations if it meant avoiding a life-threatening illness, right? This means that people crave comprehensive information when it comes to healthcare decisions. Unless they’re in an emergency, thorough research is the norm, and trust needs to be established. “In healthcare, having ample information on your landing page can actually work to your advantage by encouraging visitors to stay on your site longer,” notes Sergey. “Otherwise, they might navigate away if they can’t find the answers they need.” Sergey experimented with different landing page formats for his client, The University Foot & Ankle, and discovered that simple pages with a title, a brief ‘about us’ section, and a contact form converted at a far lower rate compared to landing pages that included videos and more in-depth information about conditions, treatments, causes, symptoms, etc., to keep visitors engaged.

Patrick echoes this sentiment, confirming that providing detailed and comprehensive information on his landing pages yields better results. “We’ve tried various strategies, but ultimately, striking a balance between text, images, and key bullet points proves most effective,” he shares. “The EHR market is largely a replacement market, meaning companies are conducting a lot of research, so it’s crucial for us to answer all their questions upfront. We prioritize educating potential buyers, giving them enough information to be efficient with their time and making it easy for them to reach out when they are ready." That said, ensure you’re not overwhelming visitors with massive walls of text. That’s not visually appealing and won’t lead to conversions. You need a good balance of images, videos, and text, well-organized with headings, subheadings, and bullet points for easy readability. And don’t be afraid to experiment! A/B testing your landing pages is the most effective way to find the sweet spot for conversions. Remember, these principles apply to your entire healthcare website, not just your landing pages.

#6: Invest in High-Quality Video Production to Enhance Your Search and Landing Page Experience

Remember when everyone in marketing kept saying “mobile is the future” ad nauseam? People still say it, and it’s true – mobile is huge and still growing. But video is rapidly becoming the new mobile. It’s a major trend, and for good reason. Google’s research revealed that out of 700 healthcare administrators surveyed, every single one reported watching videos for product demonstrations. Even more impressive, 79% of those surveyed continued browsing the manufacturer’s website after watching a video, and 63% discussed the information with others. Sergey highlights that videos are becoming indispensable in the healthcare industry. “We incorporate videos on every single landing page, and every single video features a real doctor from the practice speaking directly to the viewer. This builds trust and relatability,” he says. “However, try to avoid generic stock images in your videos as that can be off-putting.” Patrick is also making video content a priority for HelloHealth. “I keep hearing about the importance of video, and rightly so! We already use videos on our website and in email marketing, and we’re currently revamping our landing pages to incorporate video content as well.”

To create a more personalized experience, build trust, and offer a more engaging and in-depth explanation of your healthcare company’s offerings, videos should be an integral part of your overall marketing strategy—from YouTube ads and landing pages to email campaigns. For more insights on doing video landing pages right, check out Dan’s recent blog post on the topic. There you have it, healthcare marketers! I hope these prescriptions for PPC success serve as valuable guidelines to help you outshine your competitors and attract more patients or B2B sales. Still unsure if PPC is right for you? Let me leave you with this quote from Patrick: “PPC is essential for boosting visibility. It consistently brings in new leads every month and allows us to showcase our unique value proposition on landing pages directly tied to the keywords we’re bidding on. PPC has significantly benefited our business, including our organic search performance. Not to mention, the number of phone calls we receive has increased drastically.” – Patrick Stevenson, HelloHealth