Maximize ROI With the Right Retargeting and Remarketing Campaigns

IN TODAY’S COMPETITIVE market, ECPs must use every tool available to attract and retain patients. Retargeting and remarketing campaigns are great strategies for re-engaging potential patients who have already shown interest in your services.

This strategy can help maximize your return on investment (ROI) and per-patient spending. Here’s how you can implement these strategies effectively to boost your practice’s growth.

While retargeting and remarketing are often used interchangeably, they have distinct differences. Retargeting primarily uses paid ads to re-engage users who have visited your website or engaged with your content but haven’t yet converted. Remarketing typically involves re-engaging potential patients through email campaigns based on their previous interactions with your website or services.

Both strategies focus on targeting individuals who have already expressed interest, making them more likely to convert into patients.

While retargeting and remarketing are powerful tools in many industries, specific regulations and limitations in the eyecare and healthcare sectors restrict the ability to do so on Google. Make sure you understand these limitations to ensure compliance with privacy laws and Google’s advertising policies and once you do, here are some best practices for retargeting and remarketing:

• Contextual Targeting: Instead of retargeting based on sensitive information, focus on contextual targeting. Advertise on websites or pages that discuss general eye care topics without using specific user data.
• Content Marketing: Create high-quality content that attracts organic traffic. Blog posts, informational videos, and educational resources can help establish your practice as a trusted authority without relying on retargeting.
• Email Marketing: Use permission-based email marketing to stay in touch with patients. Ensure you have explicit consent to send promotional materials and provide information to maintain engagement.

By staying top-of-mind, you ensure that when potential patients are ready to make a choice, your practice is the one they remember. When potential patients visit your website but leave without making an appointment, they may forget about you. An ad showcasing a special offer on eye exams or highlighting your treatment options can prompt them to revisit your site to book an appointment.

Remarketing also allows for personalized follow-up. If someone has browsed your site looking at LASIK, you can send tailored emails addressing their interest, significantly increasing their likelihood of engagement and conversion.

Since these strategies focus on individuals who have already shown interest in your services, conversion rates are typically higher than cold outreach. This leads to a better ROI, as your marketing budget is spent on a more receptive audience.

To maximize effectiveness, consider segmenting your audience. Not all potential patients are the same. Creating lists based on contacts’ interactions with your site allows for more personalized and effective marketing. For example, someone who visited your contact page may be closer to booking an appointment than someone who read your blog.

Create compelling and relevant ad and email content. Use eye-catching visuals and clear calls to action. Highlight unique selling points, such as state-of-the-art technology, patient testimonials, or special promotions. Before publishing your content, refer to your local optometry advertising regulations.

Avoid overwhelming potential patients with too many ads or emails. Implement frequency capping to ensure your retargeting ads appear just enough to keep your practice top-of-mind without being intrusive. And use analytics tools to review your campaign performance regularly.

Metrics such as click-through rates, conversion rates, and return on ad spend (ROAS) can provide valuable insights. Use this data to refine your strategies and improve future campaigns.

Keeping your services in front of potential patients and providing personalized follow-ups can increase your chances of converting interest into appointments. Using these strategies effectively can lead to sustained growth and a stronger patient base.