Cutting-edge marketing tactics like geotargeting and lifestyle targeting harness the power of data and digital technology to help you connect with your ideal audience
While your practice has plenty to offer, the truth of the matter is that some patients will be a better fit for your services and business goals than others. That’s why Anthony Garrido, Media Director at RAMP Results, says the best way for practices to be seen by high-value patients is to identify and market to a well-defined target audience. “When it comes to getting patients in the door and making sure they come back, visibility is key,” said Garrido, adding that he’s confident any practice can benefit from 2 proven tactics: geotargeting and lifestyle targeting.
Meeting Patients Where They Are
Leveraging data and metrics sourced from GPS, Wi-Fi signals, and IP addresses, geotargeting helps practices advertise to audiences in a predetermined geographic location. “We typically geotarget by zip code, but you can also do it by county, state, or even a designated market area,” Garrido shared. Geotargeting is a great way for up-and-coming dental practices to build greater presence in their communities, or for established providers to promote new services.
If you’ve ever received an ad for a store you just shopped at, you’ve likely experienced geofencing in action. This strategy involves drawing a virtual boundary or “fence” around a set geographic area— when someone enters or exits the fence, they can be served ads in real time or later on via mobile device.
“Geofencing that’s based on census and property tax data can help you reach patients in their homes, but you can also fence in places that they frequent,” said Garrido. With geofencing, a cosmetic dentist could promote their services to residents of an affluent neighborhood or members of a beauty salon or gym. “If you’re doing implants and you’d like to reach an older demographic, you could geofence a nursing home or retirement community,” he added.
Data in the Driver’s Seat
Another way to target your ideal patient base is with lifestyle targeting. “Using this data-driven strategy, a practice can target patients based on hundreds of different interests, behaviors, and qualities,” Garrido explained. By combining demographic information such as age, income, and family status with insights from their online purchasing histories, search engine queries, or website engagement, marketing experts can extrapolate detailed customer profiles and divide them into segments.
Say you want to promote your pediatric services or family appointment packages: lifestyle and location-based targeting can be used in tandem to pinpoint those who regularly engage with health and wellness brands on social media, recently purchased a 3-bedroom home, and frequent local family parks.
A Partner That Puts It All Together
Whether your goal is attracting new patients or reactivating existing ones, marketing tactics like geotargeting and lifestyle targeting can ensure your practice attains the visibility it needs to thrive.
“We’re incredibly collaborative and partner with practices on everything from media buys to creative,” he said. “If you tell us the type of high-value patient you’re looking for, RAMP can help you reach them.”
