Attract Your Exact Ideal New Patients
Data and technology are revolutionizing the digital advertising arena. Digital ads can be delivered to the audience segments you define. Describe who it is you want to reach by demographics, geography, search terms or topics they’re reading about to define your ideal patient.
A podiatrist may want to reach patients with diabetes. An orthodontist who specializes in dental implants may want to reach those in a geographic area around the practice, within a specific household income range and who show an interest in dental implants.
Who these individuals are is anonymous. It is their aggregated data that is targeted as an audience segment.
Ads can be delivered to audience segments wherever they are online from local news sites, to weather channels to hundreds of thousands of other websites and apps that offer ad spots for sale.
Targeting your exact ideal patients is an efficient use of your advertising dollars.
What makes programmatic even more effective is the ability to customize ads so that they speak to the audience segment you’re targeting. It wasn’t too long ago that an advertising campaign consisted of one ad with a “tag line” for that promotion.
Now, you can customize ads to speak to each targeted audience segment. The more an ad resonates with the recipient, the more likely they are to engage and respond to the advertisement. You may have several audience segments you want to target. The ad image and text can now match the audience segment providing greater return on your advertising dollar.
Don’t forget about the marketing tactic of retargeting. Most people when they first see your ad are not going to call to schedule an appointment. Each potential patient goes through a “path to purchase”.
First they become aware of your practice and services you offer. The next phase of their journey is research. They need more information about you and your practice to develop trust and credibility before they make a “purchasing” decision. Several retargeting tactics are available to stay in front of ideal prospects until they become patients.
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80% Digital Moving To Programmatic in 2018
Programmatic ad spend continues to rise as advertisers see the value of using first and third party data insights in their campaign targeting. eMarketer is estimating over 80% of U.S. digital display ads will be purchased programmatically in 2018 which represents over $46 billion in ad spend.
Read more in eMarketer's full article: