Online Ads For Medical Practices

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In this Episode

• 00:03:30– Shifts in Search Marketing
• 00:09:17 – Balancing Search Result Quality with Google’s Need to Make Money
• 00:16:18 – Bidding on Branded Terms
• 00:22:37 – How Search Is Changing

Quotes From This Episode

It looks like you’re doing great from an organic perspective, but these people are placing an ad on these keywords too. There’s really nothing we can do to prevent them from doing that. At that point, if you want to combat [competitors running an ad on relevant terms for your business], the only thing that you really can do is run an opposing ad.

Ashley Hohensee

There’s an incentive on the behalf of the people that own these services. They’ve got to make money as a business, right? There are some incentives that negatively aligned. It’s almost like a hostage situation. “Here’s your profile on Yelp or whatever other service like. You can use it, but you can’t really get all these other great things until you start paying us significant monthly fees.

Michael Roberts

I think people don’t always know what they need, right? They may say, “I know I need something in this specialty, but I’m not sure like what’s wrong with my hip. Do I need a replacement? Is it something else?

You know, so that could be just where they’re starting off in it. So that’s been kind of an interesting shift because I feel like five years ago, we would say, “Don’t run a general ad on a general orthopedic surgeon thing, because maybe you’re not getting the right type of patient.” But if your practice kind of does everything, that’s a good way to go now. It’s actually getting returns for people. So that’s been kind of one of the bigger shifts I’ve seen there.

Ashley Hohensee