3 Medical Marketing Tips to Bring You into 2021
medical marketing graph
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The people you want to reach with your marketing are rapidly moving. You need to stay up-to-date with the latest trends so that you can continue to deliver ads to people who are likely to convert.

This short guide will introduce you to some of the ways that medical marketing is being used to attract clients in 2021. If you want to remain competitive, you should start planning to:

  • Take advantage of the latest targeting features
  • Review the changes that have come with search engine updates
  • Create ads in new places

Let’s start by looking at why it matters that you’re using the latest targeting tools, and how they can help you reach some of the best prospects.

Take advantage of the latest targeting features

This year has seen the release of multiple new targeting features for advertisers using the latest ad platforms. Have you started using these features? Is your current ad program falling behind on offering the latest tools? These are questions you need to answer to stay caught up.

Google Ads is one of the biggest ad platforms out there. In 2021, they introduced multiple updates to give advertisers access to advanced insights and more control over where their ads run.

Facebook is another platform that has upgraded its features for targeting in the last year. You can now target narrow interests so that your ads only play in videos that are associated with similar topics.

If you want to reach audiences in 2021, you need to make sure you’re taking advantage of all of the latest features that are available to you. More accurate targeting will allow you to reach the customers that are most likely to convert at a lower cost.

Ad platforms aren’t the only services that have made major changes recently. Search engines have been releasing updates that have some big implications for advertisers—especially those in the medical industry. 

Review the changes that have come with search engine updates

If you rely on search traffic for any of your marketing efforts, you need to stay in front of the changes made by search engines. Google is one of the most important search engines out there, and they release regular updates. 

In 2018, Google released the medical update. This update significantly increased the standards for all sites ranking for medical keywords. 

Not all sites were affected immediately, but Google has steadily increased the power and accuracy of this update over the last year. Now, it’s very difficult for any website to hold their place in rankings if they aren’t following strict quality practices. Here’s what you need to do:

  • Make sure any medical information is backed by medical authors: If your website contains any pages with medical advice or warnings, make sure an author with a relevant degree is visibly listed. Google is very good at identifying authors (and identifying when they’re missing).
  • Define your topics narrowly: If Google appears to be respecting your expertise (meaning they haven’t penalized the pages you’re ranking) protect your position by building content that’s narrowly applicable to the procedures that are offered at your clinic or organization.
  • Keep up with increasing demands for technical excellence: Google is less tolerant than ever of technical errors on your website. Recent updates have allowed them to identify and penalize these problems with precise accuracy.

Making these changes can help your site continue to thrive on search engines. However, most medical businesses need to be more proactive about attracting traffic. You’re probably already posting ads, but are you posting them in the right places?

Create ads in new places

Paid advertising online is probably already part of your strategy. However, now may be the time to assess if you are doing it in the right places. Search engine ads, like the ones that you buy through Google Adwords, may not be enough to keep up with moving audiences.

Now is the time to start experimenting with creating ads in new places online. You should consider setting up campaigns to post ads on social media, apps, and influencer content.

Post ads on social media

Social media sites are devouring an increasing share of all internet traffic. In 2020, social media sites accounted for 49% of all web traffic globally. If you want to reach potential customers, you need to have a presence on these networks.

Fortunately, most major social media sites have ad programs that are fully built out with modern features. You should consider creating ad accounts for:

Don’t forget that you can also use social media platforms to advertise indirectly by creating compelling content and attracting visitors.

Post ads on apps

Apps exist for nearly every conceivable interest. You don’t need to target customers when you purchase ads on apps because it will attract a certain audience. 

Health care organizations can benefit from buying ads on apps that are already tailored to the same topic. If you want to reach customers with health needs, you should consider buying ads on apps that cater to:

  • Wellness apps
  • Health tracking apps (for example, blood pressure or blood sugar tracking)
  • Support groups for people with chronic diseases

Post ads on influencer channels

Influencers are social media users with access to big fanbases. Major influencers can attract millions of people to the posts they create. 

However, you don’t need to start with major influencers. The ones who have a smaller audience, but a more specific focus, can help you reach people in a certain region or with a certain need.

Consider reaching out to influencers for product placements or brand mentions.  

Attract new customers with the latest marketing methods

By following these medical marketing tips, you can create advertising that will remain effective throughout 2021.

Remember that you should stick to the ad platforms that offer you the latest targeting features. Don’t underestimate the importance of SEO. You need to know what search engines are demanding of the websites that are featured in results.

Don’t forget to start serving your ads in new places where people congregate. You should be creating ads on social media and harnessing the power of influencers.

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Devin McHatten, MBA

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