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Right now, you are being tracked. Whether you have visited a site, clicked on a Pay-Per-Click (PPC) ad, or fill out a form on a site, someone is monitoring it. If this happens in real life, you might consider it as stalking, and you might even get creeped out. However, on the Internet, this is considered normal. As a matter of fact, organizations use different tracking methods to entice their target audience and increase interest in the products and services that they offer.
Businesses are always finding ways to get more customers. One of the most important questions that business owners ask themselves on a regular basis is, “How do I attract more customers?” The same thing goes for medical practices.
These days, physicians and administrative personnel are trying to learn new strategies to gain more patients. The advent of technology has made it easier for them. What’s more, is that you can even market your offerings to specific people who’ve already come in contact with your brand or with your practice. This is a common digital marketing practice called remarketing. But how can your medical practice take advantage of this?
Remarketing is any sales and advertising strategy that maintains contact with potential customers after they visit a business. In the digital world, it is a business tactic focused on showing targeted ads to people who have already visited or taken action on your website. It offers a means of re-engaging customers who might have been browsing pages on your site but did not lead to conversion. Remarketing basically consists of any marketing material that reminds people of businesses they have visited in the past, increasing the likelihood that they will make a purchase.
We are constantly bombarded with billboard ads or commercials that have absolutely nothing to do with us. And it’s probably safe to say that we see several advertisements every day that we don’t care about. That is what remarketing tries to combat. The ads that you see are aimed at being more personalized. And magically, the websites you visit know exactly what you are looking for. Amazing, right?
How Remarketing Works
Remarketing can be used to promote a specific product or offering to achieve a conversion goal. It aims to help you see ads that you are actually interested in seeing, allowing businesses and other organizations to give you personalized offers. How is that possible? Here’s how.
When you visit a site, you get cookies. These cookies tell marketers what pages you visited, what products or services you’ve shown interest in, which pages you opened, or how long you stayed on the site. Your identity is never fully revealed every time you visit a site, but you are assigned an ID that marketers use to market products and services. To further understand how remarketing works, take a look at an example from both the customer and the business owner’s perspective.
Suppose you are a customer who is interested in purchasing skin care products on the Internet. Because you want to compare the different skin care items available online, you visited two beauty care and skin clinic websites. After hours of browsing, you ended up not buying any skin care products from the two websites you visited. The next day, anytime you read an article or visit an unrelated site, you see ads from those skin clinics urging you to buy their skin care products. Coincidence? I don’t think so. Those ads were targeted to you and that’s how remarketing works.
On the medical practice’s side, this is how it works. Suppose you’re an allergist. You might want to create an ad that targets people who recently searched or visited pages on your website about allergy treatments and medications. If you choose to utilize remarketing, you’ll be able to show those specific visitors highly targeted display ads about the services and treatments you offer. You already know that they are interested in allergy treatments, so with remarketing, you can now easily draw them back.
Why Use Remarketing
Remarketing is an integral part of any digital marketing effort in the healthcare industry. It can be pretty helpful to your medical practice should you want to use it to further promote your products and services. Here are some of the benefits you can get when you use remarketing:
Remarketing is more personalized.
The more you personalize your ads, the higher your chances are of converting your site visitors to patients. As mentioned earlier, marketers know what a particular person has looked at on sites and what pages they’ve visited. By having this information, you can significantly improve your future ad messaging. Furthermore, you can avoid showing non-relevant banners and ads to a particular group of people. So, in the healthcare profession, if you want to target people who have searched about pediatric care, it is possible to create an ad that would likely entice them to schedule a meeting with you.
Remarketing is cost-effective.
Remember, your ads are only shown to people who are already interested in the products and services you offer. This means that those people have higher chances of purchasing your products or acquiring your services. You’re actually spending less money for more qualified leads.
Remarketing improves brand awareness.
Remarketing improves brand awareness as people who visited your site will likely remember you and the services you offer. It makes sure that you remain in the person’s thoughts and maintain a relationship with them.
Remarketing increases lead conversion.
Remarketing makes it possible to reach out to people right when they are most likely to convert as they’ve already shown interest in your offerings. By carefully choosing the places where your ads are shown, you can personalize your points of contact to have a greater impact.
There are a lot of ways medical practices can benefit from remarketing. It can drive awareness, increase new patient acquisition, and improve patient retention. If you’re thinking of employing a company that can provide digital remarketing services, Website4MD can help you. We build digital experiences for healthcare professionals by enhancing your brand so that it stands out, delivers and grows. Contact us and we’ll help you succeed in today’s digital world.