Paying for Search Engine Result Listings

Practices can drive business by buying prominent placement on a web searcher’s results page.

By Joel Schlessinger, MD
 

If a dermatologist wants to have a paid search engine strategy for the practice, which words or phrases work best?
The strategy for purchasing placement based on web searching varies depending on what you wish to have more of in your office. For example, if you wish to recruit patients for tumescent liposuction, then by all means advertise for it. As such, it can be a great growth tool. On the other hand, if you don't see pediatric patients, you can specifically avoid the term “pediatric dermatology” and then you won't be recruiting kids as patients.

The power of search engines is that for a modest amount of money you can drive business to your practice. Typically we spend much less on these than we do on our phone book ads! In the current marketplace, to have the ability to drive business to the practice, you need a website first, however.

My practice pays for various terms, such as fillers, Dysport (abobotulinumtoxin A, Medicis) and Botox (onabotulinumtoxin A, Allergan), but it seems that anything that is of interest to the dermatologist is reasonable to consider.

Send your questions to tpigeon@bmctoday.com. Dr. Schlessinger will answer your query or find an expert who can.

 

Contact Info

For advertising rates and opportunities:
Rick Ehrlich
Group Publisher
(609) 922-0337
rehrlich@bmctoday.com

About Practical Dermatology

Practical Dermatology is the monthly publication that provides coverage of medical care, cosmetic advancements, and practice management for clinicians in the field. With straight-forward, how-to advice from experts in various fields, we strive to enhance quality of care and improve the daily operation of dermatology practices.