Marketing campaigns are an effective and popular strategy for growing your business, but it’s important to choose the right type of campaign. The two most popular types are known as push campaigns and pull campaigns. Pull campaigns focus on serving current demand – in other words, selling products and services to existing patients. A more effective strategy might be a push campaign, in which you are targeting potential patients instead of already-established ones.
Effective Push Campaign Strategies
It’s natural to stick with what you’re comfortable with and market to those patients you know are already familiar with your services, but true success is dependent upon stepping outside of your comfort zone and focusing on acquiring new patients. It’s a very simple equation: more patients = higher revenue. There are strategies you can use to accomplish this quite effectively. Elements of a strong push campaign include the following:
- Utilize Google’s in-market audiences. Google, with its widespread reach and commanding share of the search engine market, has an extensive network of what it calls “in-market audiences.” These are lists of users whose online activities suggest they are likely to perform an action or make a purchase in a specific sector. By selecting a local audience whose search patterns involve health care practices similar to yours or medical conditions in which you offer treatment, you’ll have a proactive and highly successful method of reaching out to potential new patients.
- Place banner ads on relevant websites. Banner ads are an excellent way to get your practice’s name out there, and are highly effective conversion tools. By choosing placement on websites closely related to the products and services available at your practice, you can reach a large number of people interested in what you offer for a very affordable cost-per-click.
- Create a similar audience campaign. Similar audiences are defined as users not on your original list whose online behaviors closely match those you’ve already identified as targets, suggesting they are likely to seek out your products or services, as well.
- Use Facebook’s audience targets, too. Google isn’t the only big player on the market. Social media giant Facebook offers their own version of in-market audiences, referred to as behaviors and demographics. While it may take a little time to master the intricacies of utilizing this target data, the payoff can be every bit as large as Google’s.