Performance Marketing

In performance marketing, we maximize your success through data-driven strategies and targeted actions.

Performance marketing is a form of online marketing where advertisers only pay when a specific action occurs, such as a sale, registration, or click. It is based on the principle of measurable results, allowing the ROI (Return on Investment) for marketing activities to be clearly determined.

Performance Marketing KPIs

KPIs (Key Performance Indicators) are metrics that measure the success of marketing activities. In healthcare and the pharmaceutical industry, KPIs help evaluate the effectiveness of campaigns by providing measurable data on patient engagement, medication sales, and clinic visits.

Application in Performance Marketing

In performance marketing, commonly used KPIs include the conversion rate, cost per click (CPC), return on ad spend (ROAS), and customer acquisition cost (CAC). By continuously monitoring these KPIs, marketers in the healthcare sector can optimize their campaigns to reach more patients and promote medical services more efficiently.

Features of Performance Marketing

Measurability

A central feature of performance marketing is the precise measurability of marketing activities. In healthcare, this means that every action, such as a click on a health ad, a download of patient information, or an appointment booking, can be tracked and evaluated.

Goal Orientation

Performance marketing pursues clear and specific goals, such as a certain number of patient registrations, medication sales, or visits to healthcare websites. This goal orientation is crucial for the success of campaigns in the medical and pharmaceutical industries.

Cost Efficiency

Only actions that elicit a desired response from the user, such as clicking on a health ad or signing up for a medical newsletter, are paid for. This can be on a cost-per-click (CPC) or cost-per-action (CPA) basis, ensuring resources are used efficiently.

Optimization

Through continuous analysis of collected data, marketing activities can be adjusted and optimized in real time. This allows healthcare organizations to use their budgets more efficiently and achieve better results by responding to current patient needs and market changes.

Transparency

Advertisers in healthcare have full visibility into the performance of their campaigns at all times. They know exactly how much they are spending and what results they are getting, enabling precise control and adjustment of marketing strategies.

Flexibility

Quick adjustments to campaigns in response to changing conditions or insights are possible. This can involve budget adjustments, channel selection, or target audience focus, which is particularly important in the dynamic medical and pharmaceutical industries.

Target Specificity

Through detailed targeting, only users relevant to a healthcare product or service can be addressed. This minimizes wastage and increases the chance of conversions by specifically reaching patients, doctors, and medical professionals.

Continuous Learning Curve

Since data is constantly collected and analyzed, a continuous learning process is established. Each campaign provides more insights into the behavior and preferences of the target audience, which is particularly valuable in healthcare for improving patient experience and treatment strategies.

Scalability

Successful performance marketing campaigns can be easily scaled. This means that once success is established, the budget can be increased to reach even more potential patients and maximize the dissemination of health information.

Technology-Driven

Performance marketing leverages the latest technologies, tools, and platforms to manage campaigns, collect data, and perform evaluations. This is particularly important in healthcare, where technological innovations can significantly improve the efficiency and effectiveness of marketing strategies.

Don't be shy, get in touch.

Sanofeld is an innovative healthcare agency with a focus on pharma and healthcare. We offer comprehensive marketing services for OTC and RX.

A: Hansaring 12, 50670 Cologne
E: mail@sanofeld.de

Performance Marketing Strategy

This involves the overarching planning and direction of performance marketing campaigns. An effective strategy considers objectives, target audiences, budget allocation, and the selection of appropriate channels and tools to optimally promote medical services and products.

Implementation

A successful performance marketing strategy begins with defining clear goals (e.g., increasing website traffic for a clinic or boosting sales of a medication). The next step is selecting the appropriate channels and aligning the campaigns accordingly. Continuous monitoring and adjustment of activities are essential to maximize ROI and enhance the efficiency of healthcare campaigns.

Advertising Measures in Performance Marketing

In performance marketing, various advertising measures are available, aimed at delivering measurable results directly linked to marketing activities. Especially in healthcare and the pharmaceutical industry, targeted measures such as search engine advertising, email marketing, and social media advertising are crucial to effectively reach patients, doctors, and pharmacists, and disseminate relevant health information.

Search Engine Advertising (SEA)

SEA involves paid ads displayed on search engines like Google or Bing. In healthcare, these ads can be used to draw patients' attention to medical services, health information, or medications.

Advantage: Quick visibility and direct traffic control based on relevant keywords. This allows targeted outreach to patients searching for specific health information or medical services.

Search Engine Optimization (SEO)

SEO includes actions to improve a website's organic (non-paid) visibility in search engines. For medical facilities and pharmaceutical companies, this means increased findability for relevant health information searches.

Advantage: Long-term visibility and sustainable traffic without direct costs per click. A well-optimized health website can continuously attract new patients and build trust in medical services.

Affiliate Marketing

Companies collaborate with partners (affiliates) to promote products or services. For each sale or lead generated by the partner, the partner receives a commission. In healthcare, such partnerships can help broaden the promotion of medical products and services.

Advantage: Costs typically only arise upon successful mediation of a sale or lead, minimizing risk for the advertising company and increasing reach.

Display Advertising

This involves visual ads (banners, videos, etc.) displayed on websites or in apps. In healthcare, these ads can promote new medical devices, medications, or services.

Advantage: High reach and targeted targeting based on user interests and behavior, enabling effective engagement with patients and medical professionals.

Email Marketing

Sending promotional messages directly to the email addresses of potential or existing customers. In healthcare, email marketing can be used to inform patients about new treatments, health check-ups, or preventive measures.

Advantage: Direct communication with an already interested audience and high personalization options, strengthening patient retention and information dissemination.

Social Media Advertising

Paid ads on platforms like Facebook, Instagram, LinkedIn, or Twitter. These ads can be used in healthcare to inform younger audiences about health campaigns and medical services.

Advantage: Targeted targeting based on demographic data, interests, and user behaviors, promoting effective engagement and interaction.

Retargeting/Remarketing

Ads are specifically shown to users who have already interacted with a website or product but did not complete a conversion. In healthcare, such ads can re-engage patients who previously showed interest in certain treatments.

Advantage: Re-engaging users who have already shown interest, leading to higher conversion rates. This can encourage patients to return to health services and use medical offerings.

Native Advertising

Advertising content that adapts in form and function to the editorial environment where it appears. In healthcare, native advertising can present health-related content in a credible and engaging format.

Advantage: Non-intrusive advertising often not directly recognized as such by the user, thus enjoying higher acceptance. This increases the likelihood that patients and medical professionals will read and respond to the content.

Don't be shy, get in touch.

Sanofeld is an innovative healthcare agency with a focus on pharma and healthcare. We offer comprehensive marketing services for OTC and RX.

A: Hansaring 12, 50670 Cologne
E: mail@sanofeld.de

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