Jun 26, 2009
Developing successful search marketing (both organic and paid) strategies for the healthcare industry is both art and science. When building your next search strategy, optimize and maximize your campaign by avoiding the top 5 most common mistakes below:
1. The single-prong approach – Don’t put all of your eggs in one basket…Google or Yahoo!, paid search or organic. If you do, you may be missing 40-60% of your intended targets. A two-prong approach, including both organic and paid search will ensure every search in your space touches your intended targets.
2. Failure to establish KPIs – Key performance indicators (KPIs) are traceable actions that can be measured as a direct result of your search campaign. Number of unique visitors, repeat visitors and hits are not KPIs. Downloading clinical papers, opting in to a reminder program, or ordering samples online are KPIs that will provide feedback on what’s working and what’s not.
3. Rank #1 at all costs – Well-crafted, customized ads that are directly relevant to your target’s healthcare needs can yield similar click-through rates (CTRs) in lower positions. Lower your bids - you may just find you’re driving twice the traffic at half the cost.
4. Unfriendly landing pages – Make sure your offers and content are directly relevant and friendly to the needs of your targets (not plain vanilla). Your offer/content might consist of information on disease management, patient assistance programs or free access to a KOL’s slide deck or other tools. Make it relevant and you’ll dramatically increase the ‘stickiness’ of the page and reduce your ‘bounce’ rates.
5. Engaging Medical/Legal too late – Don’t wait until just before launch to have med/legal review your search campaign. FDA rules and regulations are constantly changing and what was acceptable in your last campaign may not be acceptable now. Consider engaging med/legal in a concept review. It will save you time, money and provide a level of insurance against the possibility of receiving a letter from FDA.