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Media Buying for Medical Practice Marketing

Media buying optimization is key to your medical practice. One of the major issues is that when you change media buying optimization, you will change your return on investment (ROI), either for the better or the worst. So if you have a media source that is working for you, or you have a media source that is not working for you and you’d like to improve it, here are a few factors to keep in mind:
"One of the major issues is that when you change media buying optimization, you will change your return on investment (ROI), either for the better or the worst."

Cost

Assuming it’s ethical and legal, any media is good media from a ROI perspective as long as the cost is right.

Time of Day

Are you being shown 24 hours a day? Are you being shown only in the morning or at night? Understanding this is integral to improving the success of your practice. If you are displaying paid placement advertisements at 4 a.m., you may not receive the high-quality leads you are seeking.

Distance

Distance from where your practice is located will impact the performance on ROI. The closer the distance an ad is shown to your location, the higher the quality. The farther away, the lower the quality. This is due to the fact that patients who are nearby are more likely to become valuable to your practice than those who would need to perform a substantial commute.

Content Connection

The placement of your ads is also of high importance. If you are in elective healthcare and buying media space on Yahoo, for example, you will want your content to show up in health and beauty categories. This is highly relevant content and will coincide with the demographic you are trying to reach. If you ask for more exposure and are moved to sports or hardware, for example, you may get more exposure, but the quality of the leads will not be as high as it was in your initial category.

All four of these elements can have a major impact on your ROI. However, to better understand how this works on a practical level, let’s take the following example.

Let’s say you are a dermatology office buying ads on an online publisher. When you start out, your ad exposure is to individuals within 10 miles of your practice. These leads will be very good and you’ll have a high ROI. If you tell your publisher you’d like to spend more on leads, the publisher may take you out to 40 miles. However, this change in distance will change the quality of the leads you receive. The farther the distance, the lower the quality will be, which can drive down ROI.

Ultimately, there are several opportunities to optimize your media. By taking all of these into account, you can steer your ROI in a positive direction.