Paid search & social

Paid social can feel difficult, especially with regulations in healthcare businesses, but it’s a great way to connect with potential patients. It’s important to identify your ideal patients by age and location and highlight the value you can offer with patient-centric messaging. An effective paid social campaign can target the right audience for you and drive valuable traffic back to your website. Varn Health are experts in crafting successful paid social campaigns that are compliant with regulations and will connect with your target audience.

PPC, also known as Pay Per Click, is where advertisers pay every time a user clicks through to their website from search engine results pages (SERPs). It works on keywords, with advertisers bidding on specific keywords so is a great way to target specific traffic to a healthcare website, whether that be HCPs or patients.

Paid search and paid social are two forms of online advertising targeting different platforms and adopting separate strategies.

Paid search is when you place ads within the SERPs on search engines such as Google or Bing. Advertisers use Google Ads to bid on relevant keywords to their product or service and their ad will appear when a user searches for those keywords. Advertisers will pay every time a user clicks (pay-per-click or PPC), with the cost per click (CPC) varying based on keyword competitiveness.

Paid social is placing ads on different social media platforms like Facebook or Instagram. These ads appear in users’ social feeds alongside organic content and the targeting options are advanced, meaning you can target users based on demographics, interests, connections and more. Paid social ads come in various formats, including image ads, video ads, carousel ads, slideshow ads, and sponsored content.

PPC or paid media, is a great tool to attract potential customers, gain visibility and compete in crowded search query spaces. Paid media pharma campaigns come with lots of different rules and regulations depending on where you’re located. When PPC for pharma is done right, it can be a vital tool for making sure your business stands out in a hyper-competitive industry.

• Keywords help you to target more specific traffic, for example patients and HCPs looking for your particular product or service.
• You can match the language and keywords you use with search intent. For example, using commercial and transactional keywords will capture those patients and HCPs who are further down the buying funnel.
• You can also use negative keywords, which exclude more broad or irrelevant searches, to minimise wasted traffic and budget.