Your son and his buddies are playing touch football in the backyard after school when he twists his ankle. He’s in pain and you’re not sure if the ankle is broken or sprained.
It is 6 o’clock and too late to get in touch with your primary care physician. You consider bringing him to the emergency room, but the wait could be long, the expense considerable and, after all that, it may just be a sprained ankle. At least, that’s what you think.
So, as little Johnny is laying on the ground, you pull out your phone to do a quick Google search to find out the signs of a sprain and a break. The first Google listing you see says “Urgent Care – Book an Appointment Online!”
The urgent care is nearby, so you click. You quickly get an appointment for that night. It takes less than an hour – including x-rays – to find out Johnny has a sprained ankle.
This type of instant buy is why urgent care clinics are competing for space within Google’s search results and why you should also be there. After all, if you’re not in that space, then your competitor is.
Here are 5 other reasons why pay-per-click is a good idea for the urgent care centers:
- Positive ROI is Extremely Likely
What is an urgent care patient worth? According to ConsumerReports.org, the cost of an urgent care visit on average is $120. At the completion of a recent PPC campaign, an EVR client saw a cost-per-lead of $31. If a patient spends $120 at your urgent care center, and you spent only $31 to get them, you’ll make $89 (before expenses). In addition, hospitals and health networks are seeing the benefit of offering urgent care as a way to improve patient engagement and increase new patients. According to the Urgent Care Association of America, 37 percent of urgent patients do not have an outside primary care physician.
- People WILL Notice You!
Urgent Care PPC ads are usually to-the-point compared to ads in other industries. The most effective urgent care ads usually answer common questions, such as:
“What time are they open?”
“Do they take walk-ins?”
“What are the wait times?”
When questions like these are answered right away, a user is more likely to click through to your website to learn more or to book an appointment.
- People Can Contact You Directly From The Ad
Google has made it extremely easy for businesses to provide contact access points for users to reach out. Using “Call Only” ads or putting a “Click to call” button on your current text ads will allow users to reach you easily with their mobile phone to book an appointment. If users would rather be “walk-in” appointments, Google allows advertisers to show their address within the ad. When the address is clicked by the user, they are given the option to add the address to a GPS navigation app in their phone.
- High Percentage of Clicks Turn In To Customers
People who are searching for urgent care have one thing in common – they are in a hurry and want care as soon as possible. For this reason, conversion rates (the percentage of users who perform a specified action from an ad, such as place a phone call or book an online appointment) are usually much higher than in other industries. One EVR client saw a conversion rate of 10% during their campaign – much higher than the PPC averages of 2-4%.
- You can reach people who aren’t thinking about urgent care
This is a great opportunity for brand awareness and attracting new customers. During certain times of the year, people will be searching for common seasonal illnesses or injuries. For example, people might be searching for flu symptoms in the winter or allergy symptoms during the spring. Placing an ad on these searches will gain exposure to those who may not be aware of you.
There are plenty of ways to advertise your urgent care office, but the best way to see results is with a pay-per-click campaign. You find users who are actively searching for care at that moment and you give them plenty of reason and ways to reach out and visit you.