July 27, 2023
July 27, 2023
Key Marketing Tool for Healthcare
Healthcare is an everlasting need for any community—any individual. Luckily, here in the U.S., healthcare providers are available across all dimensions—from primary care to nursing care to specialty care. While convenient for patients, this large supply of care brings about competition for the providers. Healthcare marketing is crucial to winning patients and overcoming competition.
Just like most other types of marketing, the main goals of healthcare marketing include finding possible customers, or in this case, patients, brand awareness, and highlighting the features, advantages, and benefits of the company. For healthcare providers, these aims differ when looking at specific services. For example, a mental health center’s target audience contrasts with a nursing home’s audience. Despite the contrast, digital advertising is incredibly opportunistic for any healthcare provider’s marketing strategy.
One of digital marketing’s popular platforms is YouTube. As of 2021, according to Pew Research Center, 81% of U.S. adults use YouTube. Not only that, but compared to other social media platforms, it’s used consistently across age demographics. This makes it a usable source of marketing for a wide span of targeted audiences. YouTube is a valuable source of digital advertising.
Its value is prevalent through five specific features—wide reach, advanced targeting, data collection, advertising options, and low cost—each of which serves the marketing campaign for healthcare providers.
YouTube has over 2.5 billion users across the planet. Its large influence gives healthcare franchises in particular a reliable scope on its audience. However, as previously mentioned, it is used by a large range of ages. This serves well for healthcare providers, giving them the ability to market to a wider range of applicable target audiences.
Next is YouTube’s advanced targeting abilities. Age, no problem, parental status, done, location, one click away—all of these demographics, and more, can be controlled through Google Ads. As a healthcare provider, this ability is crucial to you hitting the right target market. With the access and ability to target the appropriate demographics for your service, YouTube marketing is effective and efficient.
YouTube’s data measurement tools fall into categories of awareness, consideration, and action. You see how your brand reaches customers by who sees your ads and how often through Google Brand Lift. This is also used for measuring the consideration toward your company. It is observed by measuring the campaign’s total views—seeing who skips the ad and who watches it entirely. Finally, by measuring website conversions, store visits, and in-app actions you see if people are taking action in buying or investigating the product.
Along with diverse tools, YouTube also has a great toolbox of advertising options. The ads can be skippable in-stream ads, bumper ads, non-skippable in-stream ads, and more, all aimed toward awareness, consideration, and/or action. These options ensure your advertisement has several avenues it can go down, depending on the mission of the campaign.
YouTube also allows for flexible budgeting for an ad campaign. By deciding your maximum cost-per-click bid, you are determining the most you are willing to pay for a click on your ad. This will affect the amount of traffic the ad receives and the ROI it will generate. When setting the average daily budget for costs-per-clicks the Google Ads system automatically manages your bids to be sure you receive the most clicks while still staying within your budget. In ad auctions, even if your competition bids higher, you can obtain a higher ad position by using highly relevant keywords and ads.
All in all, YouTube is a treasure trove of digital advertising opportunities. With a vast reach of demographics, diverse means of data collection, ad styles, budgeting, and a systematic targeting tool, any healthcare facility or service would greatly benefit from its marketing. Pinpoint your ad to your patients and audience and see how your business can begin to grow.
Need help going from the idea to the internet? Asher can help here and now, developing your digital campaign and advancing your strategic marketing agenda.