Organic vs. Paid Search: Where Should Medical Practices Invest Their Marketing Budget?

Doctors, primarily focused on providing quality care, often struggle to determine where to invest their marketing budget for the best return on investment (ROI). One solution is to tap into the power of optimizing for search traffic. But this leads to one of the most common questions in digital marketing: Which should be chosen—organic search, the slower but steadier route for impact, or paid search, the instant visibility booster? The answer is both.

Both strategies play vital roles in a comprehensive digital marketing strategy for medical practices. However, the balance between them depends on specific goals, budget, and the industry’s competitiveness.

This article will explore the importance of both organic and paid search and how to determine the right balance for medical practices.

The Role of Keyword Research

Keywords are the specific terms and phrases that potential patients type into search engines when looking for medical services. Thorough keyword research is the foundation of any successful search marketing strategy. By identifying the most relevant keywords for a medical practice, it is possible to gauge the competition and cost-effectiveness of both organic and paid searches for those terms.

In organic search, keyword research helps optimize website content by identifying terms that potential patients frequently search for. This helps a medical practice appear higher in search results, leading to more people finding and trusting their expertise.

In paid search, keyword research determines which terms provide the best return on investment. By evaluating the competition and cost of specific keywords, medical practices can choose words that bring in the most new patients while staying within budget.

Organic vs. Paid Search: A Breakdown

Before looking into the balance of paid and organic search strategies, it’s essential to understand the distinct characteristics and benefits of each approach.

• Paid Search: These are the ads at the top of search engine results pages (SERPs) like Google and Bing or as pay-per-click ads on social media platforms like Facebook, Instagram, LinkedIn, and YouTube.
• Organic Search: These are the “natural” search results that appear below the paid search, determined by search engine algorithms based on relevance and authority.

How Paid Search Works for Medical Practices

Paid search is a powerful tool that offers immediate visibility in search engine results. This allows practices to precisely target the keywords and demographics that are most relevant to their services. This level of targeting can be especially beneficial for new practices looking to establish a foothold in the market or for established practices introducing new services.

Take, for instance, Wisevu’s client, LabiaplastyNYC. In a single quarter of 2024, their paid search campaign demonstrated impressive results:

• High Click-Through Rate (CTR): The average CTR rate for the health and medical industry is 3.27%.¹ For Labiaplasty NYC, Wisevu achieved an impressive 11.76% CTR. This high level of engagement demonstrates the effectiveness of their ad in capturing attention and driving traffic to their website.
• Strong Conversion Rate: A conversion rate of 7.14% shows that a notable percentage of those who clicked on the ads ultimately took a desired action, such as booking a consultation or requesting more information. This demonstrates the effectiveness of the landing page and overall campaign strategy in driving conversions.

While paid search does involve costs, the results achieved by LabiaplastyNYC highlight the potential for a substantial return on investment when campaigns are strategically managed and optimized. By using the right keywords, compelling ad copy, and effective landing pages, medical practices can harness the power of paid search to drive significant growth.

How Medical Practices Benefits from Organic Search

Although organic search is slower to build momentum, it is considered more credible and offers lasting value. Achieving high rankings in organic search results establishes a practice as an authority in its field, instilling patient confidence and trust.

While maintaining organic rankings requires ongoing efforts to create quality content, the conversion rate from organic search tends to be higher than that of paid search. This is because users who discover a practice through organic search often actively seek its services, making them more likely to convert into patients.

How Wisevu Balances Both Organic and Paid Searches

At Wisevu, we believe in a dual approach: investing in both organic and paid search to maximize online visibility and attract new patients. However, we recognize that a one-size-fits-all strategy doesn’t work. That’s why we tailor our approach to our client’s objectives, budget, and market positioning.

Understanding Your Objectives

Every medical practice has unique goals. By understanding what the client wants to achieve, we at Wisevu develop a customized plan that aligns with their vision.

We use paid search if a practice needs to quickly gain visibility for a specific service or attract patients in a highly competitive market. This requires careful planning and execution. For example, if a practice already ranks high organically for a keyword like “dermatologist Toronto,” it might not make sense to invest in a paid search for that term unless competitors are actively bidding on it. We analyze the competitive landscape to ensure our client’s paid search investment delivers maximum ROI.

We also recognize that establishing long-term trust is paramount for many medical practices. To achieve this, we utilize organic search strategies, including meticulous keyword research, thorough competitor analysis, and the creation of compelling, informative content. This content is designed to convert website visitors into patients and rank high in search engines.

Budget Considerations

We understand that budget is pivotal in shaping a search marketing strategy. We work closely with our clients to establish a realistic budget that maximizes their return on investment (ROI). This involves carefully evaluating keyword competitiveness and cost.

Specific keywords are dominated by authoritative websites like Wikipedia, government organizations, or well-established medical institutions. Competing for these terms, especially for newer practices, can be a costly and uphill battle. Instead, we focus on identifying cost-effective keywords our clients can realistically dominate. This ensures their budget is allocated strategically to achieve the best possible results.

Wisevu also recognizes the power of “long-tail keywords” to attract more customers or patients through organic search. Potential patients might use highly specific phrases when actively searching for a particular service. For example, instead of simply targeting “dentist,” we might target “affordable family dentist in [city name]” or “emergency dental care near me.” Tapping into these keywords has a range of benefits:

1. Long-tail keywords are often less competitive, making it easier for smaller practices to rank higher in search results.
2. People using long-tail keywords usually have a clearer idea of what they’re looking for, making them more likely to convert into customers.
3. By building a strong foundation with long-tail keywords, smaller practices can gradually expand their keyword strategy as their budget allows.

Our expertise in identifying and optimizing for relevant long-tail keywords ensures that marketing budgets are efficiently used to attract the right patients to practices.

Market Positioning and Keyword Strategy

A practice’s market positioning significantly influences our strategy. For newer practices or those targeting niche markets, we prioritize “low-hanging fruit” – long-tail keywords that competitors might overlook. These specific phrases are typically less expensive and can attract highly qualified leads actively seeking the specific services.

On the other hand, for established practices with larger budgets, we leverage resources to compete for more competitive keywords. This strategic approach helps our clients maintain or increase their market share, ensuring continued visibility and dominance in their field.

How We Combat The “Ad Blindness” Factor

One challenge with paid search is “ad blindness,” where users subconsciously or consciously ignore ads², leading to lower click-through rates even for well-targeted campaigns. Nielsen’s research³ has shown that online banner ads, like those often used in paid search, rank among the least trusted forms of advertising, further highlighting the challenge of capturing user attention.

We recognize the importance of balancing paid and organic search strategies to combat ad blindness. Therefore, we focus on quality content creation and SEO to build trust and authority. This way, even if potential customers don’t click on our ads, they can still find and engage with our content as it answers their queries effectively.

If your practice is interested in working with Wisevu to create an effective search marketing strategy that balances organic and paid searches, contact us today!

Conclusion

Choosing between organic and paid search isn’t about declaring a winner but rather finding the perfect synergy for the unique needs and goals of practices. To maximize online presence, practices should evaluate their specific objectives, conduct thorough keyword research, and embrace a balanced approach that harnesses the strengths of both SEO and PPC. 

Wisevu’s team of skilled SEO specialists and PPC experts collaborate seamlessly to develop a tailored strategy that ensures practices reach potential patients effectively and achieve optimal results.

References

1. Irvine, Mark, and Mark Irvine. “Google Ads Benchmarks for YOUR Industry [Updated!].” WordStream, 13 May 2024, www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks.
2. Grigoreva, Gala. “Strategies for Overcoming Ad Blindness.” Forbes, 16 Dec. 2021, www.forbes.com/sites/forbescommunicationscouncil/2021/12/15/strategies-for-overcoming-ad-blindness.
3. Nielsen. “Under the Influence: Consumer Trust in Advertising.” Nielsen, 21 July 2022, www.nielsen.com/insights/2013/under-the-influence-consumer-trust-in-advertising.