With 82.8% of patients finding and choosing a healthcare provider based on what they see online, it’s not surprising that healthcare organizations are increasingly investing in Google ads to expand their online presence and reach potential patients. Statistics like these underscore the critical importance of a robust digital marketing campaign for healthcare providers. As patients actively search for healthcare information, reviews, and recommendations online, having a well-executed Google ads campaign can make all the difference in attracting new patients and ensuring the continued success of healthcare organizations in an increasingly competitive landscape.
Running Call campaigns in Google Ads is of particular importance for healthcare clinics as they easily enable potential patients to connect with a clinic frictionlessly with a single click. Users don’t need to visit a website or fill out forms like traditional text ads or display ads (but don’t ditch these – they have their place in your marketing mix). Let’s face it – timely personal assistance by a well-trained front desk staff professional has the potential to close the most leads.
What’s more, Google Ads provides detailed data and insights into the performance of call campaigns, such as call duration, call conversion tracking, and click-through rates. Even more so, call tracking tools like CallRail allow marketers to track phone calls from Google Ads right to the source, campaign, ad group, and keyword allowing clinics to measure the effectiveness of their ad campaigns and make data-driven decisions to optimize them.
Overburdened front desk staff resulting in:
Voicemail systems or call routing options:
After-hour call centers and answering services:
Steve Poley, Founder of RingIQ an AI platform designed for healthcare clinics to assist in identifying and prioritizing previously unconverted calls, shared insights. After analyzing 164,687 calls over the past three months and assessing over 4,000 online appointment requests submitted through forms, it became evident to Poley that even with a consistently trained phone operator, up to 30% of appointment requests remained unbooked. For new operators, says Poley, the failure rate can be as high as 50%. While returning patients have higher booking rates than new patients (Returning patients book 80% of the time), new patients with more questions book as low as 50% of the time:
“As many as 20% of marketing-sourced phone calls are missed, not answered, reach busy lines, or go to voicemail. Operators generally are receptionists juggling walk-ins, patient arrivals, patient forms, and credit card billing. Phone rings? They will call back maybe…Even with rollover lines, patient calls reach busy lines. Voicemail? 90% of callers reaching voicemail during retail office hours hang up.”
What are some possible solutions when, as per Poley and others, over 90% of patient appointment requests come through phone calls rather than form fills?
Human Resouce Improvements
Speed to Conversation
Other Best Practices
There is much you can do to ensure you are fully benefitting from your paid campaigns. Perhaps the one element that is most significant to healthcare companies (and all service-based organizations to quote Steve Poley one last time) is to”make every call count”.
Fran Jakubowicz is the CEO of SunHouse Marketing, a full service digital marketing agency with a track record of excellence. A digital lead generation expert, Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for her clients. Fran invests in training and certifying her team across all digital marketing channels to ensure that her clients are benefiting from the freshest digital marketing strategies, Google best practices and tools available. Working across multiple verticals including health, pharmaceutical, finance, law, education, non-profit and eCommerce, Fran and her team have been helping organizations reach their digital goals since 2009. Fran grew up in communications. Early in her career, she worked in her family’s public relations firm, DCI (Dworkin Communications Inc). Since that time Fran has been involved in an impressive array of projects, assisting companies and non-profit organizations to attain their goals. In the days before the internet Fran practiced traditional marketing and PR. With this background, it was only natural for Fran to evolve her skills, and to become a very successful online marketer. In a rare combination, Fran blends over 20 years of experience with her love and passion for the latest and hottest technologies. This unique worldview allows Fran to assist companies to achieve their goals. Connect with Fran on LinkedIn.