The Health Industry & Internet Marketing
If your business relates to health, potential internet revenue cannot be ignored.
Searching for Health Information Online
- Online searches for information about diet, fitness, exercise and over-the-counter drugs have grown exponentially in the last two years3
- 81% of Internet users say they can find reliable information about health or medical conditions online4
- 84% of internet users are comfortable with search engines - and on any given day 56% of people online use search engines5
- Even doctors search for health info online: 95 percent of surveyed physicians said they use the Internet to find information about diseases, and 86 percent find information on drugs to prescribe6
- Visits to Australian health insurance sites grew 27% between January 2004 and January 20057
Health Topics Searched for Online
| Topic | 2002 (%) | 2004 (%) |
| Specific disease or medical problem | 63 | 66 |
| Certain medical treatment or procedure | 47 | 51 |
| Diet, nutrition, vitamins, or nutritional supplements | 44 | 51 |
| Exercise or fitness | 36 | 42 |
| Prescription or over-the-counter drugs | 34 | 40 |
| Health insurance | 25 | 31 |
| Alternative treatments or medicines | 28 | 39 |
| A particular doctor or hospital | 21 | 28 |
| Depression, anxiety, stress, or mental health issues | 21 | 23 |
| Experimental treatments or medicines | 18 | 21 |
Target Your Market
The Found Agency can construct a search engine optimisation strategy to get your website to the top of the search engine rankings, or a Pay-Per-Click (PPC) ad campaign to drive targeted traffic to your site.
A PPC ad campaign can be tailored for a variety of health related businesses, by placing sponsored links next to search results for users already looking for health products and services.
- Geo-targeting capabilities allow precise exposure to nearby residents for local businesses such as:
- Pharmacies
- Clinics
- Physicians
- Or broaden your ads by city, state, country to achieve maximum traffic to broader services like:
- Mail order pharmaceuticals
- Dieting and exercise materials or supplements
- Medical specialists
- Pay only for results, when someone clicks on an ad
- Monitor exact daily spend, cost per click, and rate of conversion (i.e. sales/leads etc.)
Image Ads
In addition to the standard PPC text ads on search engines, your business can also be promoted in the same fully measurable manner with targeted image ads.
- Unlike standard banner ads which are only placed on 1 generalised high traffic website, targeted image ads use keyword matching technology appear on content sites most relevant to your ad
Image ad example:
- Ideal for attracting attention, targeted image ads offer a powerful branding opportunity, and cheap alternative to banner advertising
- Image ads are charged either by CPM (cost per thousand impressions) or PPC basis - and are often one tenth of standard banner ad price
Transparent Return On Investment (ROI)
A PPC campaign's ROI can be accurately monitored by calculating the average price paid per conversion.
A conversion is whatever you want users to do while visiting your site, whether that's:
- buying medical products
- finding a doctor
- making an appointment
- or signing up to your mailing list
We give you the data each month, so you know exactly how well a campaign is performing.
- Know the keywords users searched for before they bought that medicine
- Know which ad text attracts the most customers - and not just surfers, but customers who actually convert
- Know which pages on your site keep people interested, and which ones need revamping
Ready to get your website FOUND by customers interested in Health? Just contact us for more details.
2. Clickz, 'Internet Pharmaceutical Ads Prove Effective' - January 2000 (http://www.clickz.com/stats/sectors/advertising/article.php/294191)
3. Pew Internet & American Life Project, 'Internet searchers are confident, satisfied and trusting' January 2005 (http://www.pewinternet.org/PPF/r/146/report_display.asp)
4. Pew Internet & American Life Project, 'Counting on the internet' - December 2002 (http://www.pewinternet.org/pdfs/PIP_Expectations.pdf)
5. 'Internet searchers are confident'
6. PSL Group, 'Global Survey Points to Increasing Use of Internet by Physicians' - September 1998 (http://main.pslgroup.com/psl.nsf/html/news/res-global-survey-points.html)
7. Hitwise Australia Newsletter - August 2005 (http://www.hitwise.com/news/au200508.html)