Patient list remarketing is a powerful tool to retarget an existing database of subscribers, leads and customers and improves patient loyalty while increasing patient lifetime value. Platforms like Facebook Ads and Google allow you to upload patient lists as custom audiences, and retarget them.
Why retarget existing patients?
Encouraging patient returns holds much greater value versus spending digital dollars on bringing in new patients.
Remarketing to patients from your current email list requires no action from the patient to start retargeting. Research shows that patients who are targeted with remarketing ads are 70% more likely to convert.
One of the most valuable benefits is that it is extremely effective at building multiple touchpoints with patients and keeping a practice name top-of-mind. Patients can be presented with useful oral care tips or even remind them of their semi-annual checkups.
Remarketing focuses digital ads to reach and serve customers and to secure additional appointments.
What are the benefits of remarketing?
Reach patients when they have free time to look at an offer
A patient list can be utilized to reach current and past patients on social media and other platforms. Patients often get emails during inopportune times of the day to read them, such as at work or when they don’t have time to fully examine the content. However, when a patient is surfing the internet, checking the status of friends on Facebook or reviewing Instagram, it’s in a moment they are most receptive.
Serve content at the right moment
Marketing messages typically need to get in front of patients multiple times before they’ll be influenced to take action. Google Ads, email, and social media advertising not only support the consistent frequency of messaging but also serve content at the most viewable and receptive times. Additionally, the Click-through-rate (CTR) of a retargeted ad is 10 times higher than the CTR of a typical ad.
Target with Google Customer Match
In September 2018, Google launched an innovative new targeting method to Google Ads called Customer Match targeting. The platform empowers dental practices to create a new audience from email addresses. Its greatest advantage is the extensive desktop and mobile reach via the Google network. With more than 13 million websites and 650,000 apps, the reach that Google offers is invaluable. Once a patient list is integrated into Google Ads, the standard Google ad types and sizes can be used to create display ads featuring a practice and its current offers.
How to integrate a customer list in Google Ads
- Log in to Google Ads
- Select Tools
- Locate Shared library
- Choose Audience manager
- Click Page menu
- Choose Audience list
- Create a new audience list and click the plus button.
- Select Customer list
- Decide if you want to upload plain text or hashed data file.
- Click on the new file, agree to Google’s terms and policies.
- Hit Upload and create list.
The upload process can take up to 48 hours to complete. To check progress, go to Audience lists.
How to create a customer list in Facebook
- Log in to Facebook Ads Manager
- Create a new ad
- Choose Custom Audiences
- Choose Customer File
- Import, upload or copy and paste the customer list
- Create a name and description for the list
- Confirm your selection
- Go to Audiences
- Choose Create an Audience
- Select Customer list when prompted
- Add your own list to create a custom audience
At any time, you can edit the list or audience by logging into Facebook Ads Manager.
Let us support your next integration
Conversion Whale looks at your practice in its entirety and takes into account your new patient goals, competition in your market, demographics, as well as how the other pieces of your customized marketing campaign played a role in order to grow your practice. Let us help you thrive and contact us for support.