"People who search online during the holidays are also much (140%) more likely to buy than those who search at other times of the year," says to Nina Thatcher, Internet Development Manager at Google. "These shoppers are 1.5x more likely to buy than those who don’t use search. They know what gifts they are looking for and are primed to buy."
Last year, businesses in the four segments we serve, including healthcare practices, missed out on more than 15 million opportunities to treat patients and sell products during the holiday season. The good news: It's easy to avoid making the same mistake this year.
A strong digital marketing push during the holiday season (October, November, December) is one of the best investments you can make in your practice. People love to research your treatments and procedures online before they schedule their first visit. At the same time, competitors pour money into their online advertising to drive awareness and capture potential patients attention, making it more challenging than ever to turn clicks into phone calls and consults.
In Q4, our digital marketing intelligence revealed that your ideal patients are searching online (boosting search volumes) and showing purchase intent (converting on websites and calling) more than any other time in the year. But many practices make a single mistake that costs them production. Now is the time to act.
Impact of Missed Clicks Due to Budget
The mistake most practices make is not increasing their digital marketing investment to match the season's opportunities. This impact can be best seen in your digital marketing reporting as missed clicks due to budget.
With increased competition, underfunded campaigns will see their visibility shrink, showing up as a drop in digital ad impressions and a diminished share of voice. Together, these drops lead to a reduction in clicks, leading to fewer sales opportunities in the form of website conversions and phone calls. Watch this video to learn more about these important key performance metrics.
Let's examine both the Q4 trends we see in our industry’s digital marketing data, as well as the impact of underfunding digital campaigns during this time.
Cosmetic treatment research, especially for weight loss solutions, is highest during Q4. Take CoolSculpting, a popular procedure for freezing and eliminating stubborn fat. Searches rise 65% in Q4, with 86% more conversions. While the cost per conversion rises 44%, there's no better time for practices to increase their investment than Q4 and into January. Most practices leaned into their budgets last year, so on average, each location missed just 112 clicks.
To Win, You Must Invest More in Q4
Increasing your digital marketing investment is the best way to solidify your strong position at the top of search results, be visible to new patients on Facebook, drive video views on YouTube, and capture clicks via searches on Google and Bing.
It takes a multichannel mix of search engine marketing, display banners, Facebook, and YouTube to bring new patients in the door, and a strong budget to match.
Don’t Forget Retargeting!
This is the most cost-effective digital tool for following website visitors after they leave your website with digital messages to remind them to return. They’ve already raised their hand by connecting to your website, so treat them like the valuable individuals that they are and keep your practice top-of-mind with retargeting.
You have 15 million reasons to double down on digital during the holidays. Don’t miss a click! If you're a Netsertive partner, talk to your account manager today. If you're new to Netsertive, call a digital expert at 1.800.940.4351 for a no-obligation consultation.