google advertising for doctors

The best kept medical Google Ads secrets

If you have been ignoring the whole Google space and run your practice on GP referrals only, read this article until the end so you know why other specialists might attract more patients. 

google advertising for doctors

The best kept medical Google Ads secrets

Kris Borgraeve - Co-founder Digital Practice

Kris Borgraeve

March 30, 2022

#1 Never disconnect ads from your content strategy

advertising for doctors

If you have been running ads with one agency, and have another provider who built your website and content…think again. 

The ads and your website content, and even the way your website is built and presents the information on various screen sizes, are not two separate things.

Kris Borgraeve - Co-founder Digital Practice
Kris Borgraeve | Co-founder Digital Practice

"Once you realise that your medical ads only serve to drive traffic to your content, everything changes. In medical marketing, patient conversions are triggered by content, not by ads."

This is a simple yet life-changing distinction in advertising for doctors. If my search intent had been the cheapest flight to Rome, the ad in itself might have convinced me. To choose a surgeon, I need more than 3 lines and that is why the ad and the content each have their role to play, as I demonstrate in the video. 

#2 Always use market research before you advertise

medical market research

Our team’s work in the field of patient search behaviour data is mindblowing. For a wide variety of medical specialties, we have been constantly monitoring the search intent, keywords and actions of Australian patients since 2016.

In healthcare, market research for digital marketing measures the search volumes for your niche, whether it’s obstetrics, orthopaedics, gastroenterology, neurosurgery or bariatrics.

Measuring what patients google for at each stage of their healthcare journey, gives us a detailed insight into the content that works.

And when we say works, we mean converts. Our medical market research allows us to fine-tune every paragraph on your website, every page title and every link, so the content is built to deliver.

Google’s artificial intelligence partly focuses on delivering quality search results and it makes sense that this AI gets better at distinguishing optimised content from poorly written copy that wasn’t produced with the patient in mind.

More interesting articles about Google-optimised content:

google advertising for doctors

#3 Customise your medical marketing strategy for your niche

niche marketing for doctors

Medical marketing is not a one-size-fits-all process. The information needs of an elective patient in cosmetic surgery can not be compared to the journey of a cancer patient. The online behaviour of someone who wants dental implants has little in common with the Google searches by an expecting mum for antenatal care.

Customising the funnel in niche marketing for doctors is a delicate process that requires:

  • An understanding of the health system
  • Insight into the patient journey
  • Being familiar with the local market
  • Understanding the competitive aspect of your niche
  • Capabilities to convey complex information so patients understand it

Whatever your niche, ask yourself when the patient first thinks about it. Do you have any information online that associates you with education about these initial topics?

In antenatal care, you might not realise that many women are searching for trying to get pregnant. In obesity surgery, you might not realise that your customers/patients have been googling for weight loss diets for years before they are ready to have the surgery.

This integrated reflection process is part of what we do as a specialised medical marketing agency.

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Call us before you advertise

medical advertising for doctors

In your free strategy session we will go over these Google advertising tips for doctors in more detail. We will link it back to the current status of your practice, your business goals, your local competition and your growth potential as a leading specialist in your field. 

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