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.
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