As allergy seasons ebb and flow, so do the needs and concerns of allergy sufferers. This is why it’s so important that allergy specialists make sure their marketing strategy adjusts throughout the year. By leveraging digital marketing tactics such as seasonal content and targeted ad campaigns, allergy specialists can enhance patient engagement and acquisition. Following are some ideas on how to implement seasonal content and paid advertising strategies.
Seasonal Content
To meet the needs of your target audience, you need to be creating content that aligns with the different allergy seasons. For example, Spring is a terrible time for pollen allergies, while Fall tends to lead to more ragweed issues. Tailoring your marketing content to the specific seasons increases your chances of getting the most relevant messaging in front of your audience at the correct time.
Publishing educational blog posts that provide tips on managing allergies during peak seasons is one way to push seasonal-relevant content. For instance, a Spring post could cover strategies to help minimize pollen exposure, while a Fall post could focus on dealing with ragweed allergies.
You can also create interactive tools like a symptoms checker or a mold count tracker. Adding tools like these help you build trust with your audience and position you as a trusted source.
Targeted Ad Campaigns
If you are trying to reach potential patients based on specific interests, demographics and behaviors, targeted paid ad campaigns are a great way to do that. Platforms like Facebook and Google Ads have robust targeting options; which means they are great to get your brand in front of your ideal audience.
When it comes to paid ads, the strategy has to be very well thought out so your ad campaigns are successful and produce a positive ROI. For example, if you are located in a region that experiences high ragweed outbreaks at certain times of the year, create ads that promote your experience and expertise for managing ragweed allergies.
With any ads, you will want to make sure to segment your audience based on their search behavior and engagement with your content. For example, users who have read blog posts about pollen allergies should be targeted with ads for pollen treatments. This ensures you’re delivering relevant content to your audience, at the right time, and will increase the likelihood of them engaging with your ad.
Final Thoughts
Implementing seasonal content and targeted ads into your marketing, will make your marketing more effective. It allows you to better reach and engage with your target audience by providing timely and relevant information; both of which should lead to more new patient appointments.
For more information on how Lure Creative can help you grow your business, give us a call or send us a message.
