Advertising for Dermatologists

What is Digital Advertising?

Digital advertising (also known as online advertising) refers to the promotion of products or services online. This promotion happens on search engines, social media platforms, websites, or by email.

Setting up a Successful Digital Advertising Campaign for your Dermatology Clinic

Before getting started with your first dermatology advertising campaign, it is important to take into consideration a few basics.

1. Define the Campaign Objective

Defining the campaign objective is critical to choose the right digital channel to advertise on, it helps you choose the right format, and it guides your creative strategy.

2. Define your Customer Personas

Knowing exactly who you’re trying to reach is a must when doing online advertising on the internet; this ensures you get the most benefit out of your advertising budget. It is important to define your customer personas and the job-to-be-done framework.

3. Use Geofencing to advertise locally

Since all dermatology clinics have a physical location, you can use “geofencing” to target mobile users in a specific zip code or neighborhood. This means users can only see your ads when they are close by.

4. Save Costs and Focus on Mobile Ads Only

Google is localizing results for mobile devices, because they are tied to a particular geographical area. Avoid advertising to someone who is not in your area, stick to mobile advertising only. Besides, if someone is searching for a dermatologist, it is extremely likely they are using their phone.

5. Let your Social Media Posts Lead your Ads

It is likely that you’re already making a few posts on social media every week. Some posts will generate more engagement with your followers; others won’t. Keep track of the ones that are liked, shared, and commented on the most. These types of content will make the best social ads.

6. Pay per Click

Paying for impressions is something big companies do as a branding exercise. For a dermatology clinic, you only want to pay for the people who click your ad, which means they are interested in doing business with you. The text in your ad should help users identify whether your service offering is for them or not. If you’re just beginning with digital advertising, start small.

7. Test your ads for performance-optimization

One of the main benefits of social ads is immediate feedback. You can leverage the effectiveness of a sponsored post in a very short time and follow up with advanced analytics reports.

Best practice says that is better to test a few ad versions with small audiences to determine what works best, this way, when you decide to go big, you can use the two best-performing ads in your campaign.

A/B testing is the practice of running two ads against each other to determine what works best and then refine your strategy. It should be an integral part of your advertising efforts.

8. Measure your Results

It is important to measure results against the campaign goals you have established in the beginning. This will let you know if you achieved them and will show you what worked and what didn’t so that you can improve in the future.

Best Digital Advertising Types for Dermatology Clinics

There are many different types of digital ads, but for the purpose of this article, we will focus on paid advertising types that are more likely to be successful for dermatology clinics.

• Social media advertising
• Re-targeting Ads
• Google AdWords
• Miiskin
• Whatsapp
• Snapchat

Social Media Marketing and Advertising

Social Media Marketing involves using platforms like Facebook and Instagram to promote your services, engage with existing patients, and attract new ones. It’s about building relationships and maintaining a consistent online presence.

Social Media Advertising, on the other hand, leverages paid ads to target specific audiences. This method is a fast and effective way to connect with potential patients who might not yet be familiar with your dermatology clinic.

The Shift from Organic to Paid Reach

Organic reach is more challenging than ever—gone are the days when a single viral post could generate massive engagement. To quickly reach a broader, targeted audience, investing in Social Media Ads is essential. Paid ads allow you to showcase your clinic’s services to those who are most likely to need them.

Why Is Social Media So Powerful?

Social media advertising stands out due to its unparalleled capabilities in connection, interaction, and data-driven targeting:

• Connection: Social media fosters a sense of familiarity and communication between your clinic and potential patients. Consistent organic and paid content helps keep your clinic top of mind, while promoting the latest treatments, exclusive offers, and updates. These platforms also offer a comfortable space for patients to ask questions, making it easier to build trust.
• Interaction: Social media’s interactive nature enhances engagement. Platforms enable dermatology clinics to harness electronic Word-of-Mouth (eWOM), where current and former patients can share their experiences with a wider audience. Positive eWOM is a powerful influencer in consumer decision-making, often leading to higher trust and more appointments.
• Customer Data: Social media platforms provide detailed analytics and targeting capabilities. This data allows you to create highly personalized ads, reaching patients based on demographics, interests, behaviors, and even past interactions with your content.

To maximize your clinic’s social media presence, a balanced strategy that combines organic content with strategic paid advertising is key. This blend ensures you are not only reaching new potential patients but also nurturing relationships with your existing audience.

Facebook and Instagram Retargeting Ads

Unlike traditional banner ads, Facebook and Instagram retargeting ads focus on people who have already visited your website or are contacts in your database—whether they’re leads or existing customers.

Retargeting (also known as remarketing) on these platforms lets you re-engage visitors who didn’t complete your desired Call-to-Action (CTA), such as booking an appointment. You can also use retargeting to upsell services. For instance, if a client books a laser treatment, you can show them targeted ads for complementary services like fillers.

Additionally, you can retarget users who have interacted with your social media ads or posts.

To start retargeting website visitors, install the Meta Pixel on your website. This tool tracks user activity, allowing Facebook to serve follow-up ads based on specific pages they visited.

When creating custom audiences for your dermatology clinic, aim for smaller, well-defined audiences—ideally fewer than 250,000 people. Use your customer personas to craft highly targeted campaigns that speak directly to your ideal clients.

Google Ads for Dermatology Clinics

PPC Advertising (Pay-Per-Click), including Google Ads and Social Media Ads, should be a key part of your dermatology clinic’s overall marketing strategy, but it shouldn’t stand alone.

To maximize the return on investment (ROI) from PPC campaigns, integrate your SEO and PPC strategies to create a more comprehensive and effective approach. According to Google Research, strong organic search performance can improve the Click-Through Rate (CTR) of your PPC ads.

Key Factors for Successful PPC Campaigns

For a successful Google Ads campaign, pay attention to website design and performance. A fast, well-designed website significantly impacts conversion rates and reduces bounce rates. Ensure your site is optimized for speed and user experience, following best practices for dermatology websites.

How PPC Ads Can Support Your SEO Strategy

While PPC ads don’t directly influence organic rankings, they can benefit your SEO strategy in several ways:

a) Increase Brand Awareness

When your PPC ads appear at the top of search results, they increase visibility—even if searchers don’t click. If potential patients notice your clinic’s name in both paid ads and organic listings, it fosters a sense of familiarity. This brand recognition makes them more likely to visit your site later, boosting the chances of conversion. According to Google, search ads can increase brand awareness by up to 80%.

b) Drive More Traffic to SEO-Optimized Content

Use PPC ads to highlight your top-performing, SEO-optimized content. If your content is already ranking well, PPC ads can provide an additional boost, increasing clicks and visibility. Having multiple links on the same search results page reinforces your brand’s authority, raising both paid and organic Click-Through Rates (CTR).

c) Test Keywords for Future SEO Content

PPC campaigns provide immediate feedback on keyword performance, while SEO is a long-term game. Use high-performing PPC keywords to inform your SEO content strategy. This way, your clinic can appear in both paid and organic results for terms that you already know resonate with your audience.

Essential Steps After Launching Your First Google Ads Campaign

a) Optimize Underperforming Ads

If certain ads aren’t generating results, tweak the copy and experiment with different messaging. If they continue to underperform, remove them to focus on more effective content.

b) Refine Your Keyword List

Identify irrelevant or low-performing keywords and replace them with more specific, long-tail keywords relevant to your dermatology services. Focus on terms that closely align with your core offerings.

c) Compete with Your Competitors’ Keywords

Leverage tools like SEMrush or Ahrefs to discover the keywords your competitors are targeting. Utilize the PPC Auction Insights Report to compare performance and refine your keyword strategy. Use the Search Query Reports to identify high-converting keywords and adjust your bidding accordingly.

d) Focus on High-Performing Keywords and Ads

Identify which keywords and ad copy generate the most clicks and conversions. Use these insights to enhance your SEO strategy—update meta titles and descriptions of relevant content to improve CTR for organic listings.

WhatsApp and Snapchat Advertising

In 2019, WhatsApp had 68 million users in the United States—a number expected to reach 85.8 million by 2023. Meanwhile, Snapchat had 85 million users in 2020, projected to increase to 90 million by the end of 2022. These platforms represent a significant opportunity to enhance your dermatology clinic’s marketing strategy and strengthen relationships with patients.

4 Reasons to Use WhatsApp and Snapchat for Your Dermatology Clinic

Both WhatsApp and Snapchat offer business solutions designed to facilitate personalized marketing and engagement. Here’s why you should consider creating business accounts on these platforms:

a) Build Stronger Patient Relationships

Messaging apps provide a more personal way to connect with your patients. According to a survey by Facebook, over 50% of users prefer sending a message to a brand rather than making a phone call. With WhatsApp, you can easily send personalized welcome messages, appointment reminders, special offers, and birthday greetings, fostering a closer connection with your patients.

b) Increase Conversion Rates

Following up with potential patients through messaging can significantly boost conversions. Research indicates that sending a follow-up message via WhatsApp can increase conversion rates by up to 112.6%. These follow-ups can be tailored to each patient, making them feel valued and more likely to book an appointment.

c) Drive Better Sales Outcomes

Studies show that 66% of mobile users are more likely to make a purchase from a brand active on messaging platforms. Utilizing WhatsApp and Snapchat to showcase before-and-after photos, share patient testimonials, and offer exclusive deals can positively influence potential patients’ decisions.

d) Cost-Effective Marketing

WhatsApp and Snapchat remain relatively affordable marketing channels. Setup is straightforward—install the apps, connect to the internet, and you’re ready to engage with patients. With minimal cost, these platforms allow you to reach a targeted audience, making them a budget-friendly way to increase brand visibility and engagement.

Effective Strategies for WhatsApp and Snapchat Advertising

• WhatsApp Business: Utilize features like automated replies, quick responses, and labels to organize patient inquiries. Create broadcast lists to send targeted updates to groups, like announcing new skincare treatments or exclusive offers.
• Snapchat Ads: Snapchat’s visual nature is perfect for showcasing the results of treatments, patient testimonials, and behind-the-scenes glimpses of your clinic. Use tools like “Snap Ads” and “Story Ads” to create engaging and interactive content that connects with a younger demographic.

Leveraging WhatsApp and Snapchat can not only enhance patient relationships but also drive engagement and boost conversion rates, making them invaluable tools in a comprehensive dermatology marketing strategy.

Conclusion

There is no magic formula for digital advertising, every industry is different, and every market is unique. Start small and identify your wins and your mistakes. Apply your learnings to your next campaign, and you will improve over time.

Remember, you don’t need to do everything yourself. You can rely on digital agencies or freelancers to help you with these tasks.

References:
¹https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
²https://wikidiff.com/connection/interaction
³https://link.springer.com/article/10.1007/s10796-019-09924-y
⁴https://research.google/pubs/pub37731/
⁵https://www.thinkwithgoogle.com/marketing-strategies/search/search-ads-drive-brand-awareness/
⁶https://www.statista.com/statistics/558290/number-of-whatsapp-users-usa/
⁷https://www.statista.com/statistics/558227/number-of-snapchat-users-usa/
⁸https://www.facebook.com/iq/insights-to-go/among-people-surveyed-across-4-markets-who-message-businesses-over-56-do-so-across-all-stagesthe-six-stages-include-making-a-general-inquiry-making-a-product-or-service-inquiry-making-a-purchase-making-a-reservation-seeking-support-for-a-product-or-service-and-sharing-feedback-on-a-product-or-service-of-their-consumer-journey?ref=fbiq_article_messaging_p2p

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