This guide will help you effectively promote Health Risk Assessments (HRAs) using paid search and social media. We’ll show you how to increase traffic to your HRAs, generate leads, and boost patient engagement and conversions. Our goal is to provide you with best practices and insights to make your HRA campaigns successful.
To get the best results, promote HRAs separately from your service line campaigns. This way, you can use specific keywords to reach people looking for health information without your HRA and service line keywords competing and not making the most effective use of your marketing budget.
HRAs typically target mid- to higher-funnel searches, which means there are more keywords to manage. While these keywords might be less expensive, the higher volume of searches can lead to increased overall spending. Separating the campaigns ensures that your service line campaigns, which target low-funnel searches with fewer but often more expensive keywords, receive adequate funding and focus. This strategy helps optimize your budget and improves the effectiveness of both campaign types.
Search Engine Marketing (SEM) Best Practices
Understanding User Behavior
When users search for health-related topics, they are often looking for educational content and solutions to their symptoms or conditions. We call these type of users ‘hand raisers’. They are actively seeking information, health services, and are more likely to engage with detailed and relevant content.
SEM HRA Campaigns Recommended Strategy
- Ad Placement and Relevant Keywords
- Create ads that target relevant search terms related to the health risks and symptoms your HRAs address.
- Use keywords that align with the services and screenings offered:
- Examples: joint pain, at risk for cancer, at risk for heart disease, free personalized risk report, weight loss surgery criteria, “what is my bmi”, obesity help, age for mammogram, rectal health, etc.
- Unlock recommends using primarily phrase match keywords with a select handful of highly performing broad match variations. Broad match keywords work best with conversion-focused SEM campaigns but we still see an abundance of irrelevant searches come in with broad keywords, so we try to limit their use to the top-converting keywords.
- HRA Landing Page Best Practices
- Point ads to HRA-specific landing pages with a clear path to take the assessment.
- Page setup
- Primary CTA – prominently display to take the HRA
- Secondary CTA – contact information such as phone number or direct scheduling for immediate assistance
- Example CTAs:
- ‘Take the Assessment’
- ‘Receive your free, personalized risk report’
- ‘Begin My Assessment’
- Call Tracking:
- Include information on call tracking on both the HRA landing page and within the HRA workflow to monitor user interactions and measure campaign effectiveness.
- If you need help with designing an HRA Landing Page, our team can help get you setup!
- Campaign tracking from ad click to landing page to assessment
- Use embed code scripts to track user actions and conversions accurately.
- Use tracking parameters (e.g., UTM codes) to analyze traffic sources and campaign performance in detail.
- Ensure integration with analytics tools to gather comprehensive data and insights.
Key Benefits
- Educational Experience: Users are actively searching for information and are more likely to engage with in-depth articles, videos, and interactive tools that address their specific health concerns and questions.
- Conversion Optimization: HRAs are positioned as the next step, driving conversions by providing personalized insights based on the user’s health risks.
Social Media Marketing Best Practices
Understanding User Behavior
Users on social media platforms are typically passively scrolling through content. To capture their attention, it’s essential to provide immediate and engaging access to your HRAs.
Social HRA Campaigns Recommended Strategy
- HRA Messaging
- Use eye-catching visuals and compelling ad copy to attract attention.
- Highlight the unique benefit of the ‘free, personalized risk report’.
- Refresh the creative every 3 months and follow seasonal imagery.
- Dedicated Social Campaigns
- Allocate a portion of your budget specifically for HRA campaigns on social media platforms like Facebook, Instagram, Twitter, and YouTube.
- Run targeted ads that focus on the benefits of taking the HRA and provide easy access to the assessment.
- Instantaneous Access
- Ensure that the link in your social media ads leads directly to the HRA, minimizing steps and reducing the likelihood of drop-offs.
- Use a Branded URL for the HRA link behind the ad, which means using a web address that features your organization’s name (like hra.yourcompany.com) to make it look familiar and trustworthy to users. This Branded URL will redirect to our servers but maintains your branding, enhancing credibility and recognition. Check out our Branded URL Guide to learn how to set this up for your HRAs!
- Facebook Ad Settings
- Facebook offers different objectives for ad campaigns, including the Traffic Objective and the Lead Objective. The Traffic Objective aims to generate as many clicks as possible, essentially asking, “How many people can we get to click the ad?” However, we suggest using the Lead Objective, which focuses more on quality leads. This objective is designed to attract participants more likely to complete the HRA, with the Facebook pixel placed on the HRA completion page. This helps you optimize for users who are more likely to not just click the ad but also complete the assessment.
- Additionally, with Paid Search Pro, you can leverage HIPAA-compliant third-party targeting for Facebook campaigns. This allows us to be more targeted and utilize our marketing budget smarter by reaching people who fall into identified categories of risk and are more apt to take the HRA.
Key Benefits
- Immediate Engagement: Capture the user’s attention quickly with direct access to the HRA.
- Increased Completion Rates: Simplified access increases the likelihood of users completing the HRA
Budget Recommendations
‘Pilot Program’ Budgets
Based on our experience with various health systems, here are the recommended minimum budgets you can pilot for achieving optimal results:
- Search Engine Marketing (Google, Bing, etc.)
- Minimum Budget: $2,000 per month
- Expected Completions: 16 to 28 HRA completions per month
- Social Media Marketing (Facebook, Instagram, Twitter, YouTube)
- Minimum Budget: $2,000 per month
- Expected Completions: 30 to 40 HRA completions per month
Explore More
For more detailed guidance and advanced performance marketing strategies, explore our comprehensive marketing services. Our team is here to support you in creating impactful and effective campaigns.
Conclusion
By following these best practices, you can create effective HRA performance marketing campaigns that enhance user engagement and drive conversions. For any assistance or to learn more about our services, please reach out to our client success team [email protected].
We’re here to help you every step of the way.