Retargeted ads—you’ve seen them before. Almost daily, we’ll bet. You do a little online wishing, maybe a new pair of boots or a vacation destination, and all day—as you’re browsing the web or searching on Google—ads pop up containing the boots you were looking at or cheap airfare and hotel accommodations to your vacation destination. You are being retargeted.
Remarketing (or retargeting) is a strategy that lets marketers share ads with people who have visited their website or used their mobile app. The beauty of remarketing is that the people you retarget have already expressed interest in your organization or interacted with you. They are “warm” leads.
Remarketing can sometimes border on creepy, and needs to be used sparingly, but it is very effective. In healthcare, remarketing can offer several benefits, including:
- increasing brand awareness and recognition
- driving repeat traffic to your site
- improving ROI based on increased user touch points
A Word About Health Care Retargeting and HIPAA
More than any other industry, healthcare marketers must use retargeting with caution. While there is no law prohibiting the use of targeted ads based on activity at health-related sites, there are self-regulatory guidelines that healthcare organizations are urged to follow in order to comply with HIPAA and other privacy laws.
In fact, the healthcare industry is one of the Google AdWords restricted industries and there are several policies in place that restrict the promotion of healthcare-related content.
However, restrictions should not scare you away from opting into a strategy that can take your healthcare organization’s advertising to the next level.
How To Do Health Care Remarketing Right
Done correctly, remarketing allows you to reach the right people at the right time.
Healthcare ads that introduce your organization, reinforce your expertise, invite people to take a heart healthy quiz or read a blog are perfect for retargeting.
Ads that offer a specific procedure, especially if it implies the person viewing the ad may need the procedure, are a big no-no.
There are several ways to remarket or invite patients back to your website for more:
Social Retargeting—information is gathered from people who click on yourFacebook, Twitter and LinkedIn ads. This information can be used to send retargeted ads inviting them to your website to take a health assessment, learn more about your mission or care philosophy or read a blog.
Search Retargeting—is triggered through keyword searches in popular search engines like Google, Bing and Yahoo. It seeks to engage new patients from an audience group that has shown some interest in healthcare topics, yet may not have had any previous interaction with you. By looking at data on patients’ search habits, search retargeting allows an audience of interested patients to be built and marketed to.
Site Retargeting—one of the most effective forms of retargeting is advertising to patients who have been on your site. Data about their activity on your site, along with your existing relationship and knowledge, can be used to keep them engaged.
Email Retargeting—shows ads across various display networks, based on the emails your email subscriber has opened. This is the most “safe” retargeting method for hospitals and healthcare organizations because the patient has already agreed to receive targeted information from you.
In health care, remarketing is an ongoing process that can build valuable relationships and can help achieve higher ROI. If you have questions about remarketing, we have answers.