The Hand Specialist was focused on taking a hands on approach to driving initial consultations through their new website
Today’s patients are more proactive and empowered than ever before. More and more we are seeing patients turning to Google to conduct their own health-related research and make decisions and which doctor to see prior to making their first consultation whether online or via phone - about 77% of patients use Google prior to booking an appointment! Google is leading the charge as the most frequently used search platform for patients investigating their doctors.
So what better way to get ahead of other private healthcare practitioners than by advertising through this platform?
Having recently launched their website, The Hand Specialist sought to attract patients who were searching for a private hand doctor based in Central London. Once the marketing objectives were defined, which were to increase appointments to the private clinic via website form submissions, phone calls and emails as well to increase the brand awareness of the clinic in Central London, Polaris set out to develop their paid search strategy. Based on these two main objectives, Polaris set out to to create a paid search strategy focusing on two main campaigns in Google Ads.
The first campaign included higher funnel generic keywords to help build awareness and drive initial consultations such as “hand injury specialist” as well as targeting patients who were searching for specific hand related conditions. The second campaign would focus on lower level funnel keywords, which were primarily branded, this was done to target users who had previously visited the website and wanted to search again by the brand name or private doctor name.