3 Tips for Hospitals To Fuel Content Marketing with SEM Data

As many of us know, SEM/PPC is an established source of patient acquisition for health systems and hospitals. Fathom has certainly seen great results with structured campaigns promoting specific service lines that send users to relevant landing pages with prominent calls-to-action.

For this specific post, however, I want to focus on how paid search can help address common online challenges health systems face:

  • SEO keyword strategy without access to organic keyword data
  • Writing engaging and compelling content that your audience wants (AKA, content marketing)
  • Dealing with negative PR (AKA, reputation management)

Specifically, I want to discuss 3 ways to use PPC search queries to help support these common marketing challenges.

1. Share PPC Keyword Data to Guide SEO

It’s not news to any of us that Google Analytics no longer shows organic search keyword data. This change was a major one that makes the lives of SEOs a bit more difficult.

We encourage the sharing of data between SEO and PPC analytics, especially because the keyword performance visibility exists within AdWords.

From the PPC side, sharing keyword data with the SEO team enables it to see which keywords are not only driving traffic, but also converting most frequently.

lap band 

2. Use Search Queries to Identify Topics for SEO and Content Marketing

In addition, looking at the search query reports shows what users are searching for in relation to the keywords we’re bidding on. For example, let’s say the content team is looking for a new blog idea for the maternity service line. You can quickly go into the women’s health maternity campaign to identify search queries that have a lot of interest.

pregnancy calculator

You can then suggest to the content team writing a blog post around calculating a pregnancy due date or even adding a new page to the hospital website to provide relevant and helpful information.

Also, in order to prove the validity of the suggestion or find additional ideas, check Google Trends to see if the search query is a ‘rising search’ (and in this case, it is).

stroke symptoms

Another example of using search queries to help fuel a content marketing strategy is to consider how users are searching. Users often look for information specific to gender or age; it’s important you write content geared toward these users, especially if you are seeing significant search via the search query report:

stroke symptoms II

3. Use PPC Search Queries/Google Suggest to Identify PR Challenges

One very important threat that health systems and hospitals face consistently is reputation damage. Fathom uses search queries of brand keywords to inform clients of negative PR that can potentially be addressed by driving traffic to a positive page—either via PPC or organic/SEO. Challenges come in the form of nurse strikes, hospital acquisitions/mergers (see our guide to hospital rebranding), and even hospital closings. The best stance is to be proactive when dealing with these challenges.

hospital closing

hospital closing II

Bottom line: SEM is much more valuable to health systems than simply being a vehicle for generating appointments, guide downloads, and phone calls. You are already investing part of your marketing budget in paid advertising (and if you are not, you should), so you might as well make full use of the data you already have to create a more integrated marketing strategy for your organization.


Check out the marketer’s guide to hospital acquisition to take the headache out of rebranding:

The Art of Rebranding

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