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Creating the right ad mix for healthcare marketing: The best use of popular digital platforms

By November 2, 2022No Comments

Have you inherited a digital ads strategy that feels like “too much” or “too little”?
Suspect your ad budget allocation is out of balance?
Wonder if you’re advertising on the best channels?
Think your strategy is a little too stale or stuck in its ways?

If you answered “yes” to any of the above scenarios, it’s time for a fresh look at your digital ads strategy and budget allocation.

Assessing your options: The best healthcare marketing digital ad channels

The table below is a handy guide to some of the most popular digital advertising platforms used for healthcare technology marketing.

Your ideal ad mix will depend on your goals, audience, and budget and will require lots of testing and data – but the general principles below will point you in the right direction.

Table of the best digital advertising channels for B2B healthcare technology marketing

This table is a simplified version of the many capabilities of each digital marketing channel listed, not an exhaustive list. The insights are based on our agency’s findings and best practices for clients over 20 years in business.

Google Ads

Google Ads is always worth a test, but we’ve found the Search Network is best when your offering fulfills an immediate need, like RMI did with their essential COVID-19 services for businesses during the height of the pandemic.

The Search Network can also be a great compliment to your search engine optimization efforts, either boosting click-thru rates when you already have an organic result or giving your brand a presence when you’re struggling to rank organically for a target key phrase.

Microsoft Ads

Don’t sleep on Microsoft! It has a loyal user base that skews older, more educated, and higher income – which may align with some of your executive audience targets. The Microsoft platform can also help you reach targets within hospitals and other healthcare settings.

Bonus: Microsoft advertising costs are significantly lower than Google’s.

LinkedIn Ads

We are huge fans of LinkedIn Ads for its ability to target hyper-specific job titles, companies, and skill sets – ideal for B2B healthcare marketers.

Just ask Prognos Health and Relievant Medsystems.

Meta and Twitter

These social platforms skew more B2C, but remember, even your B2B targets are consumers (i.e., real people who scroll social media at 11:00pm and on lunch breaks, just like the rest of us).

Twitter is also heavily used by editors and reporters, so promote those Tweets if you’re trying to earn favor there.

Programmatic

Programmatic can be a little scary to dip your toes into, but it can be worth the investment. If you’ve been attracted to Google Display ads but wished for tighter targeting and more data, you’ll love programmatic.

It’s display advertising on steroids.

PPC, CPC, DSP – WTF!

The world of digital ads can be a frustrating alphabet soup – but it doesn’t have to be.

If you’re struggling to determine the right digital ads mix and proper budgets for each channel, give us a call. We’ll help you feel confident in your ad strategy so you don’t wake up at night stressing about daily ad budgets.

Brian Shilling

Author Brian Shilling

Brian is our Executive Vice President of Client Operations with experience leading diverse teams of marketers and designers in strategic marketing, content creation, and crafting comprehensive messaging and positioning platforms for our healthcare and tech clients. To learn more about Brian's experiences and qualifications, visit our leadership team page.

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