Geo-targeting is the ability to deliver different content to specific people based on their geographic location. You can do this through paid or organic search. This practice can be very useful in healthcare marketing.
Geo-fencing allows you to set perimeters around a specific area. For example, this can be used to set a perimeter around your practice’s office or hospital. Whenever a patient enters the “fenced-in area,” an ad is pushed to them. This allows you to tailor your message to people who are close to your area. You can promote an upcoming event or send simple messages reminding patients of your convenient services.
Geo-conquesting is similar to geo-fencing except instead of setting a perimeter around your own practice or hospital, you create a perimeter around your competition. This will help recruit competitor’s patients to your practice. Identify a common complaint your competition often encounters and tailor your message accordingly. For example, if your competitor’s patients often complain about the lengthy wait times, promote your speedy service.
For the best outcome, geo-conquesting and geo-fencing should be used as complementary tools to one another. It does not need to be a one-or-the-other strategy. As with most strategies, it is important to monitor results and adjust your perimeters accordingly.
Using a patient’s search history is also a helpful tool. Whether you are researching places or businesses in your area, or perhaps in an area you plan to travel to, this information is beneficial to healthcare marketers who can then push ads to you. If you are planning a vacation to Florida, it might be helpful to know where the nearest doctor’s office is.
Similarly, location services also provide helpful information about a patient’s travel habits. The more information a healthcare marketer knows, the better they can tailor their ad message.