Define the objective in practical terms
Start with the type of care you want to present, the location where it is available and the questions a person may have before contacting the practice. This makes the discussion about advertising more specific.
Agree which event will be observed. A website visit, an inquiry and a confirmed appointment are not interchangeable measures.
- Which service or area of care is being presented?
- Where can the practice actually provide that care?
- What is the next step for someone who is interested?
Keep the advertisement and destination consistent
The page or conversation after the advertisement should continue the same subject. Check that the information about the doctor, the service and the location is clear before asking someone to get in touch.
A person should not need to search through unrelated pages to find basic contact information. Review the path on a phone and confirm that the intended channel is working.
Prepare the team for the inquiries received
Discuss how the front desk will recognize the subject of an inquiry, provide the necessary information and follow up on pending questions. Marketing and patient communication need to share enough context for the conversation to continue.
Review difficulties with the team. A conversation that did not lead to a booking is something to understand, rather than automatic evidence that a particular person failed.
Review the work using known outcomes
Ask what the advertising information shows and what is known from the practice's records. Distinguish a contact from an appointment request, a confirmed appointment and a completed consultation.
Use the review to discuss which message, page or stage of communication deserves attention. Advertising does not guarantee first position, a full schedule or a fixed number of patients.
Discuss Google Ads with WE
WE works with medical practices to consider the role of Google Ads in their positioning and demand strategy. Objectives, responsibilities and the relationship with patient communication are defined in the proposed work.
Bring the question you want the activity to address and explain what is happening today. That gives the conversation a basis for assessing priorities and the kind of work that may be appropriate.