About forty-eight percent of patients research for two weeks before making a medical decision. This increase in online research means that different brands often get lost in the shuffle and today, medical marketers must find a way to keep their brand in the forefront of patient’s minds. Retargeting is an excellent way to do so.

This marketing method involves inserting a code onto website page that tracks who has visited it. The code ensures that these visitors continue to see ads for that brand even after they have left the page.  A recent article in Ragan’s Health Care Communication News, “Q&A: What Health Care Marketers Should Know About Retargeting,” explains how retargeting can benefit healthcare businesses.

This method of advertising continues to pull potential patients back to a designated site in order to inform them about a particular brand. Even if the patient is not ready to commit on their first search, the website might capture their attention when they are ready to commit.

There are some restrictions with healthcare retargeting however. These codes may not track any personal information and cannot run an ad that indicates a sensitive health condition or medical problem. If they do so, they violate HIPAA regulations.

Healthcare brands can greatly benefit from retargeting, as they use their advertising dollars to attract those that already show an interest. As patients spend much of their time conducting online research today it makes sense that healthcare companies should invest just as much time in their online advertising tactics.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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