Insight

TRUENORTHCUSTOM.COM INSIGHT V13N3 5 T H E M A J O R I T Y O F Americans turn to the internet when researching a health problem, and their investigations predominantly begin at search engines—the home of paid search results. Is it worth it, then, to invest in paid search ads in the healthcare sector? And if so, which is the better option? Google's AdWords or Bing? When it comes to reaching potential patients, it seems AdWords is still the way to go—Google's top three paid ad spots receive just over 40 percent of clicks. Google's conversion tracking is also user- friendly, helping you keep track of whether your investment is actually paying off. Don't write off Bing, however. With audiences across Bing itself, Yahoo, and AOL, the search engine's paid advertising options present the opportunity for great ROI if you know how to target them. IS BING A THING? If you're targeting older individuals—for example, if you're considering paid search ads for an orthopedic joint replacement campaign—using Bing may bring more return on your investment. Bing's demographic skews older, according to Neil Patel's Marketing School podcast, so your ads have a better chance of reaching their intended target. Bing is also less expensive than AdWords when it comes to pay-per-click, and conversion rates are higher. Do you have a small budget for that orthopedic campaign? Go directly to Bing. The search engine also has its own SEO tools that give you insight into how sites rank on Bing. Paid advertising overwhelmingly works. The key is determining which platform is most effective for your specific goals. Looking for additional digital marketing insight? Visit truenorthcustom.com/fall17. Make Health Searches Work for You Although the majority of adult Americans turn to the internet for health information, only 34 percent of those who use symptom checkers find the correct diagnosis, according to a 2015 Harvard Medical School study (the most recent data available). Common health questions searched in 2015 include: ∂ What is lupus? ∂ Is bronchitis contagious? ∂ How long does the flu last? ∂ How many calories should I eat? These searches present a unique opportunity for those in the healthcare marketing space. A rule of thumb for selling your services is to answer your audience's questions. It stands to reason, then, that hospitals and health systems should look at what people search online to direct healthcare content. If you give readers useful information, chances are they'll keep coming back. is it Worth It? Paid Search: OF ADULT AMERICANS SEEK HEALTH INFORMATION ONLINE, ACCORDING TO PEW RESEARCH. 72% best practices in DIGITAL MARKETING

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