Do you advertise your practice in the yellow pages?
It’s likely that you do, and for good reason. Your competitors probably advertise there, and historically speaking the yellow pages have come to be recognized as the gold standard for private practice advertising.
Over time, standards change though, and we’d like to bring you up to speed with an effective advertising channel that has become popular over the past several years in private practice – keyword ads.
Keyword ads, also known as “pay-per-click” or “sponsored search” advertising, do exactly as the name implies – they display your ad next to search results for specific keywords online.
So, if you have a physical therapy practice in Denver, CO, then you might want to have your ad show up when people type “physical therapy Denver, CO” into Google.
That same practice might also want to reach people that haven’t even thought of physical therapy after an injury. This could be achieved by sponsoring the keywords “back pain Denver, CO” or “sports injury Denver, CO.”
The beauty of this is threefold.
First, people who Google “physical therapy Denver, CO” are probably looking for one thing – physical therapy in Denver, CO. It’s likely that this is your target market.
Second, you only pay for the ad when somebody clicks on it. And if they look at it and don’t click through to your website? You guessed it – you don’t pay. It’s pay-for-performance at it’s best.
Third, you have full control of your budget. If you want to pay $1.00/day for your ad – go for it. Your ad will be pulled immediately after you hit your daily budget. If you want to pay $5.00/day for the week prior to an upcoming special program or event, you can do that too. You have full control, and can change at any time.
So let’s say you pay $50/mo. for your yellow pages listing. This equates to $1.64/day. You pay that amount whether or not someone ever looks for a physical therapist, and regardless of whether or not they ever give you a call.
That same $1.64/day could be applied only to clicks through to your website, a much more targeted, performance-based, and controlled use of your advertising dollar.
So, if you’re advertising in the yellow pages, make sure the investment is paying off for your practice. There are reasons that the yellow pages still make sense.
But if you’re interested in paying only for clicks through to your website, know that keywords ads exist as an effective alternative to reaching your target market.
Tannus Quatre PT, MBA is a private practice consultant and principal with Vantage Clinical Solutions, Inc., a nationwide healthcare consulting and management firm located in Bend, OR and Denver, CO. Tannus specializes in the areas of healthcare marketing, strategy, and finance, and can be reached through the Vantage Clinical Solutions website.