Healthmark Search Engine Marketing
(Google Ads) for Medical Clinics

I am keen on Google Ads/ Search Engine Marketing (SEM) for my practice. Tell me more.

Google Ads are a great way to instantly bring prospective patients to your clinic. You set a budget, decide on the treatments or concerns to advertise for, prepare ad copies, and run the ads. You pay for each click that comes through to your site.
When you run Google Ads, there’s only one goal: Bring in genuine enquiries, appointments, and patients. (while being HCSA-compliant, of course)
When you run Google ads, you are burning a budget. For it to make financial sense, you must make more than you spend.

How do I build a successful Google Ad campaign?

Many agencies say the first step to building a successful Google Ad Campaign is to decide on a sensible budget. Some would say it's to identify your key USPs as a clinic.
They’re all wrong.
The first and MOST important step is to actually determine if your practice is even suitable for Google Ads. Not all medical practices can ROI easily through SEM!
Healthmark highly recommends Google Ads for:
Cardiothoracic Surgeons Icon
Cardiothoracic Surgeons
Endocrinologists
Endocrinologists
Nephrologists
Nephrologists
Neurologists
Neurologists
Neurosurgeons
Neurosurgeons
Paediatricians
Paediatricians
Plastic Surgeons
Plastic Surgeons
Psychiatrists
Psychiatrists
Respiratory Physicians
Respiratory Physicians
Urologists
Urologists
Vascular Surgeons
Vascular Surgeons
Not recommended for Google Ads:
Anaesthesiologists
Anaesthesiologists
Family Clinics
Family Clinics
Family Dentists
Family Dentists
Geriatricians
Geriatricians
Medical Oncologists
Medical Oncologists
Occupational Medicine Physicians
Occupational Medicine Physicians
Radiologists
Radiologists
The core reason is that medical ads are very costly. Each click can range from $7 to $30. For a $2000 budget, that is 66 to 285 clicks. To get the most out of these clicks, your medical services should ideally be of high quantum and margin.
These are usually scopes, surgeries, or diagnostics.
For example, family clinics have none of the above. Their income comes mainly from consultation and medication. The margin simply isn’t there. If the expected average patient bill is >$200 and you’re paying $8-16 per click, it’s gonna be stressful to ROI from ads. In addition, having common illnesses is not something a patient will travel for.
In contrast, a set of basic diagnostics from Ophthalmologists (Eye Examination) and ENTs (Nasal Endoscopy) already hit the $300 mark. For Gastroenterologists, Upper GI, and Colorectal Surgeons, a double scope can hit $2000 to $5000. For psychiatrists, for example, even though the revenue is mainly from consultations (~$250), the lifetime value of each patient is exponential. The math is clear. Factor in potential procedures and Google Ads become very worthwhile.
You're already a winning horse if your specialisation is in the above list. The next thing is to actually create winning ads.

Creating winning ads that can attract real patients

We already know what the winning ads are in your specialisation.

Right off the bat, Healthmark can tell you (all while being HSCA-compliant):

  • What keywords and niches to go for
  • What treatments and concerns to advertise for
  • What ad copies are best
You don’t want to spend $8,000 to $15,000 after 3 long months to hear your marketeer say “Oh, this particular treatment/ concern is not working out from Google Ads.”
Some treatments and services simply do not respond well to SEM. We already know what these are. We’ll skip those hurdles and go straight to the finishing line.

Frequently Asked Questions

Yes.
Don’t run Google Ads. There are other methods of digital marketing that can work for you (like SEO). Ask us and we will advise accordingly.
  • “Branding” campaigns: It does not attract patients on Google. Social Media is a way cheaper alternative if you just want to be seen online.
  • Display ad campaigns: They can be costly. Although they can get you traffic, it gets you no leads.
  • “Awareness” campaigns: In this case, you’re not really pushing out your brand through ads. Instead, you’re perhaps thinking of boosting awareness of various treatments or concerns. These do not attract patients.
The strategy depends on your objective and ad budget. If your objective is to get warm leads in, do not run campaigns that don’t bring in patients!
Example of bad ad copy

This ad copy written by an agency was directly copied from the client's website hero image which shows a bunch of quotes from famous people. It describes exactly nothing about the services that the clinic provides and does exactly nothing to persuade any potential patient to click on the ad.

Each headline has a character limit of 30 and each description, has 90. Therefore every single word used is extremely critical.

These are terms thrown about to confuse you. They don’t matter. What actually matters:

  • Are the treatments and services I want to advertise viable through Google Ads?
  • Can I showcase my medical expertise through Google Ads?
  • Can my profit from ads (not just revenue) exceed my ad spend?

Please contact us and we will be happy to share more in private. Expect great value from your consultation with us.

EMAIL
consult@healthmark.sg
ADDRESS
71 Oxley Rise
#02-10 The Rise @ Oxley
Singapore 238698
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