Now before you think this is one of those click-bait articles where you have to read a bunch of fluff stuff about vein clinic digital marketing to get the answer, we’ll give you the answer right now.
The single most important keyword in vein clinic digital marketing is “doctor.”
Sounds obvious, but let’s talk about how consumers use the Internet to search for a vein clinic. There are a lot of phrases people use on Google to search for a vein clinic and you can group them into the following themes:
- Phrases that contain some derivative of the word “doctor” such as vein clinic doctor, vein doctor or varicose vein doctor, among others
- Phrases that contain the word “cost” or “price”
- Phrases that contain a vein-related ailment symptom
- Phrases that contain “how to”
- Phrases that contain “clinic” or “center”
- Phrases that contain a pursuit of a specific treatment
- Phrases that contain research of a treatment
All of these are indicative that these searchers are someone who could be a potential patient for a vein clinic. But some are better than others, are closer to the actual decision of scheduling an appointment and have a better return for your digital marketing dollar.
In a study of a year’s worth of Google Ads marketing by a vein clinic with a large enough budget to have a high Impression Share, searches that contain some variant of the word “doctor” had a 6.49% conversion rate. That’s the highest among any of the themes of search queries used.
Interestingly, people who searched for a “doctor” were far more likely to convert than people who searched for a practice or a facility. In fact, no conversions were recorded when searchers used these terms that reflect the pursuit of a medical organization rather than the pursuit of an individual.
Examples of Practice-Related Queries:
vein center near me
vein center [city name]
vein clinic near me
[city name] vein center
vascular and vein center
vein clinic
How Vein Clinic Digital Marketing Intersects with Potential Patients
We know that searchers don’t often travel linearly. They do multiple searches many times in what appears to be a process of elimination.
What is surprising though is that searchers who had a specific idea of the vein treatment they wanted/needed either through their online research or perhaps a referral from another physician were also not as likely to convert as people who search for a “doctor.”1
For the purposes of this research, we divided search queries that had the names of vein care-related treatments into two groups: 1) “Treatment Action” where the phrase included some inference to taking an action or seeking a resolution; and 2) “Treatment Research” where the phrase included simply the known name of a vein treatment offered by a vein clinic.
Ready to convert more
vein patients?
Category
Click through
rate
Cost per
click
Conversion
Rate
Cost per
Conversion
Treatment action
16.70%
$4.10
3.28%
$124.95
Treatment RESEARCH
15.27%
$3.37
.67%
$506.15
This shows that some words are more likely to be indicators that these potential patients are ready to make an appointment such as “treatment,” “near me” and the name of a city.
Without these terms, searchers appear to be still researching, engaging in that process of elimination. This portends that remarketing, if available to elective medical practices, would be an effective technique. Without that, this research shows a need for a defined bidding strategy because some phrases are simply more valuable than others.
Conversion Rate and Cost Per Conversion by Keyword Theme
Do Vein Clinic Prospects Care About How Much It Costs?
Yes. You can see on the above chart, phrases that include the word “cost” or “price” have volume. When marketing other products or services, phrases that include “cost” or “price” are generally indicative of a consumer ready to buy, or what is referred to as “bottom of the funnel.”
Same case here. The key to converting searchers who put “cost” or “price” in their query is to answer their question in some way on your website or landing page.
If you can’t give a specific number, show the factors involved in determining a price.
Stealing Other Vein Clinic Patients with Digital Marketing
A lot of our clients want to bid on their competitor’s names. This may be an innately human belief embedded in business owners and doctors that of course their practice or business is better than the others. We should save people from making a bad choice.
As you can see in the data, bidding on competitors’ names wasn’t productive in this data set and that is generally our experience across many industries.
When people start with an expectation or pursuit, it takes something really compelling to get them to change paths. Generally speaking, if you get a click for someone searching for a specific vein clinic name and simply land them on your vein clinic homepage without addressing what they were looking for in some way, it is a waste of your vein clinic digital marketing dollars.
Key Takeaway
Words matter. Studying the specific words people use to find your vein clinic can reveal powerful clues on how to improve your vein clinic digital marketing. As you can see, in most cases, less is actually more.
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1Many factors can influence the conversion rate of any keyword. Our confidence in this data results from the maturity of the Google Ads account and use of best practices for website conversion optimization with landing pages highly aligned with common search queries.