How to Use Patient Lists and Social Media for Remarketing

The general idea behind remarketing as an outreach tool is to remind prospective customers, new leads, and your current database, about your business. It is a fantastic tool used by small and large businesses to take a second go at converting qualified leads that are interested in what you offer. It’s most commonly used with website tracking (cookies), banner ads, and display ads. For dental practices – remarketing can be used in combination with patient lists and social media to retarget current customers, leads, and subscribers.

Why use patient list remarketing?

Patient list remarketing can improve patient loyalty by reminding them about your services, products, and treatments, as well as increase the lifetime value you receive from them.  They are far more likely to schedule another appointment with you if you remind them about your services.

Why Would I Need To Retarget My Existing Patients?

While you do want to bring in new patients into the practice, it’s also important to cultivate the value that you currently get out of those who have already visited. There is greater value in encouraging existing patients to return than there is in finding and converting new patients. Research shows that 70% [1] of patients who are targeted with remarketing display ads end up converting because it keeps you at the top of their minds.

Why Would I Need To Retarget My Existing Patients?

While you do want to bring in new patients into the practice, it’s also important to cultivate the value that you currently get out of those who have already visited. There is greater value in encouraging existing patients to return than there is in finding and converting new patients.  Research shows that 70% [1] of patients who are targeted with remarketing display ads end up converting because it keeps you at the top of their minds.

Specific Benefits of Remarketing As a Dental Practice

1. It Target Patients During Convenient Hours.

One of the main reasons why patients don’t convert is because they receive emails and advertisements at inopportune times of the day. This could be when they are at work, sitting in an appointment, or engaging in an interest or hobby.  Patient lists are advantageous here because they can be used with social media platforms to target your audience when they are at their most receptive – surfing the net or responding to Facebook notifications.

2. Retargeting Ads Convert Because of Exposure.

The majority of the time, a patient is going to need to see a marketing message or advertisement several times before they take action on it. The messaging you use should be consistent, frequent, and delivered during receptive periods of time.

3. You Can Take Advantage of Google’s Customer Match Tool.

Google’s Customer Match targeting tool is a platform that allows you to create a fresh, new audience from a set of email addresses (a patient list). This allows you to tap into Google’s extensive network, with over 13 million websites. You can integrate the patient list right into Google Ads, allowing you to create display ads that feature your dental practice, services, and offers.

How Do I Integrate Patient Lists With Google Ads & Facebook?

For Google Ads, log into your Google Ads account and head to the “tools” section. You will want to locate the shared library and find the “audience manager.” Click into the “audience manager” and find the page menu and audience list, and then create a new audience list using the plus button. Select your customer list and upload it as plain text or as a hashed data file.  Upload the file and create a list out of it. You will need to agree to Google’s terms and policies and you may have to wait upwards of 48-hours before it shows in your audience lists section.

For Facebook, log into your Facebook Ads Manager account and create a new advertisement. You will need to choose a custom audience from a customer file and either import, upload, or copy your patient list over. Once this is done, you will need to add a title/name and a description for the list, confirm your selection, and then head on over to the audiences section. In the audience section, create an audience and choose “select customer list”; this will prompt you to add your own custom audience list – upload your patient list here.

And that’s it! Patient lists are fairly easy to use with the above social media platforms and are fantastic for remarketing your dental practice to your patients.