How Medical Practices Can Reach Ideal Patients

In today's digital landscape, it's possible to leverage data to deliver highly targeted digital ads to precisely defined audience segments. Programmatic advertising ensures your marketing efforts reach ideal patients effectively.

Defining Your Ideal Patient

The first step in leveraging data and using programmatic advertising is to define who you want to reach. This involves creating detailed audience segments based on various criteria:

• Demographics: Age, gender, household income, education level, etc.

• Geography: Specific locations, such as cities, neighborhoods, or regions.

• Behavior: Search terms, topics of interest, and online behaviors.

For example:

• A podiatrist looking to reach patients with diabetes can target individuals who have shown interest in diabetes management or related health topics.

• A cosmetic dentist specializing in veneers may focus on a geographic area around the practice, target households within a certain income range or individuals who have searched for veneers. A combination of characteristics can be combined for effective targeting.

Individuals in target audiences remain anonymous. Third-party sources aggregate anonymous data collected across the internet from various sources. Ad tech platforms enable advertisers to use this data to create highly targeted advertising campaigns.

Delivering Ads to Your Ideal Audience

Programmatic advertising allows you to serve ads to your ideal audience wherever they are online. Ads can be delivered on local news sites, weather channels, or hundreds of thousands of other websites and or apps that sell ad spots. This enables your ads to be seen by the target audience regardless of where they spend their time online.

Retargeting: Keeping Your Practice Top of Mind

Most potential patients will not schedule an appointment the first time they see your ad. This is where retargeting comes into play. Retargeting helps keep your practice top of mind as potential patients move through their decision-making journey, which typically includes:

1. Awareness: They first become aware of your practice and the services you offer

2. Research: They seek more information about you to build trust and credibility

3. Decision: They make the decision to contact and schedule an appointment

Retargeting is delivering ads to the people who clicked on one of your ads or visited your website, to keep your practice top-of-mind and encourage them to take the next step.

Reaching Your Ideal Patients

Data combined with programmatic advertising offer powerful tools for medical practices to target their ideal patients effectively. By defining your audience, customizing your ads, and leveraging retargeting, you can ensure your marketing efforts deliver the best possible return on investment.

Mimi Leonard

Founder & Digital Strategist, LeadSpokes

Mimi has been in the digital and marketing tech space for over 15 years. Known for her ability to create innovative marketing strategies and drive results for clients, she specializes in local business marketing.

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