In a recent discussion featured by Healio, experts Cynthia Matossian, MD, FACS, and David Evans, PhD, MBA, explored the evolving role of artificial intelligence in digital marketing, particularly within the healthcare sector. Their focus was on the use of ad word campaigns, which enable practices to place targeted advertisements on search engines, responding dynamically to specific key terms chosen by potential patients.
During the conversation, Evans elaborated on the concept of ad word campaigns, stating, “An ad word campaign is something that you can run on Google or the other search engines that would place your ads on the search engine in response to specific key terms.” This method not only facilitates visibility in a competitive marketplace but also provides opportunities for practices to attract new patients more efficiently.
The integration of AI into these ad word strategies is highlighting a trend in healthcare marketing. According to the experts, AI can significantly enhance the effectiveness of these campaigns by conducting thorough analyses of various factors. Evans noted that AI can determine which keywords are most likely to draw in patients by studying search patterns and behaviours. This technological advancement allows practices to pinpoint their advertising efforts more precisely, thereby optimising their marketing strategies.
Further expanding on AI’s capabilities, the discussion revealed that AI can also provide insights into a practice's competition. This includes analysing competitors’ budgets, the geographic areas they are targeting, and the specific keywords they are purchasing for their own ad campaigns. By utilising AI for competitive analysis, practices can adapt their strategies not only to attract patients but also to strategically position themselves within the market.
The implications of these technologies suggest a potential shift in how healthcare practices approach patient engagement and marketing, pointing towards a future where AI-driven analytics become standard tools for enhancing business operations in the sector.
Source: Noah Wire Services