Rob Dennis | 21 October 2024

Managing paid media for a health organisation can feel complex, but with the right approach, it becomes a powerful tool to drive growth and achieve your digital goals. Whether you’re a health authority, private hospital, health tech platform, hospice, pharmaceutical company, fitness centre, or gym, there are strategic ways to maximise the benefits of paid media. In this guide, we’ll explore proven tactics that will help you get the most from your campaigns and boost your online presence.

The first step towards maximising paid media for your health organisation is:

Mapping out key seasons and awareness months

Before launching your paid media campaigns, it’s essential to plan around key periods and awareness months relevant to your health organisation. This proactive approach allows you to align your campaign and content strategies with high-priority times, ensuring your activity is focused and impactful.

When mapping out these key dates, start by identifying your audience’s needs and pain points during those periods. Their needs should be the foundation of your strategy, helping you tailor campaigns that highlight the benefits of choosing your organisation. By focusing on your users rather than solely on your organisation or product features, you’ll create more relevant, resonant content that truly connects with your target audience.Top Tip: Leverage data from platforms like Google Analytics to better understand user behaviour and trends when planning your key seasons, helping to fine-tune your strategy.

Identify changes in product and search demand

After mapping out key events and seasons, the next step is to leverage tools like Google Trends, product sales data, and keyword search volume insights to identify shifts in demand for your services or products. Understanding when and how demand fluctuates will allow you to allocate your media budget more strategically, ensuring you capture peak interest while minimising ad spend on low-demand periods.

Additionally, analysing historical sales data can help you prioritise which products or services to promote during their peak seasons, maximising revenue potential. Don’t forget to monitor search query data closely during these high-demand periods—this information can offer valuable insights into emerging trends and inform future product or service development.

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Update the copy to ensure it highlights the key benefits to a customer

When creating your campaigns, ensure that everything is written to showcase how a potential customer will benefit from choosing your service or product over a competitor. This will make your ads and landing pages more personable to potential customers and increase the likelihood of them completing a purchase.

Another key aspect to consider, where copy is concerned, is to avoid making definitive statements, such as “will improve” and use qualifying language such as “may help to” or “can lessen”, as this will help you to avoid falling foul of advertising platform policies.

Awareness of the policies

Many advertising platforms impose strict policies, particularly around remarketing, to prevent businesses from exploiting individuals’ health-related vulnerabilities. Because of this, it’s crucial to focus your efforts higher up in the marketing funnel, where you can build trust and nurture relationships with your target audience before they are ready to convert.

To achieve this, consider using tactics like video campaigns on YouTube, Demand Gen ads on Google, and paid social platforms such as TikTok, Meta, Reddit, and Pinterest. These platforms offer robust targeting options that allow you to reach and engage potential customers early in their decision-making journey, fostering a connection that can lead to conversions down the line.

Summary

Maximising paid media for your health organisation requires careful planning, data-driven insights, and a focus on building meaningful connections with your audience. By mapping out key seasons, analysing demand shifts, and adhering to platform policies, you can create impactful campaigns that resonate with your target market while driving results.

To ensure you’re making the most of your paid media efforts, why not take advantage of our free PPC audit? We’ll assess your current strategy and provide tailored recommendations to help you optimise your campaigns and boost your ROI.

Request a free PPC audit today and start elevating your paid media performance.