Medical topics remain one of the most expensive in contextual advertising. The average cost per click reaches 500–3000 rubles, especially in competitive areas (for example, dentistry or plastic surgery). But this does not mean that context has become a less effective tool. The increase in the cost per click forces clinics to work selectively.
What works?
- Local campaigns. Patients search for clinics nearby, so setting up geotargeting and using keywords indicating the city or region (for example, “dentistry in the center of Moscow”) increases conversion.
- Hyper-personalization of ads. Using dynamic creatives allows you to adjust texts to user queries. For example, one ad can automatically change the title depending on the search: “Painless dental implantation” or “Discount on teeth cleaning”.
- Retargeting and look-alike audiences. It is important to return users who have already shown interest in services. Setting up remarketing for website visitors and similar audiences helps reduce the cost of a lead.
- Reduced cost per lead. Combine contextual advertising with SEO promotion and retargeting to increase campaign efficiency at lower costs.
An example from Demis Group’s practice: In a case with contextual advertising for the Institute of Basal Implantation, it was possible to reduce the cost of an application by 2 times.
SEO and Organic Traffic – Long Term Growth
Patients continue to search for information about diseases, treatment methods, and doctors in search engines. This makes SEO a key channel for attracting patients, but it is becoming more difficult to advance: search algorithms are tightening requirements, and aggregators like SberZdorovye and ProDoctors are taking top positions.
What works?
- Local SEO. Optimize your website for geo-queries b2b email list and voice search: “where to get an MRI near me”, “dentistry in the center of Moscow”.
- Content Marketing: Blogging, answering patients’ frequently asked questions, educational articles on diagnostic and treatment methods.
- EEAT and trust. Algorithms do not forgive mistakes. Hyper-personalization of ads Google and Yandex updates can dramatically reduce traffic if the site does not meet the EEAT requirements (expertise, authority, trust). Indicate doctors’ certificates, clinic licenses, real patient reviews – this is important not only for users, but also for search engines.
- Integration with maps and aggregators. Place page builder provides professionally your clinic on Yandex Maps, 2GIS and specialized sites to increase local traffic.
- Competent analytics. Track conversions from search (appointments, calls) and adjust your strategy depending on the most effective queries.
An example from Demis Group’s practice: In a case study on SEO promotion for a dental clinic, it was possible to more than double organic traffic in a few months and bring key queries to the top of search results.
GEO services (Yandex.Maps, 2GIS, Google Maps)
Geoservices have become an important tool for promoting medical services in Russia. According to data from autumn 2024, Yandex geoservices are used by about 90 burkina faso business directory million Hyper-personalization of ads users per month. The services provide clinics with visibility in local search, attract patients with high demand, and help manage their reputation. According to research, geoservices provide up to 23% of calls to medical institutions at a low cost per lead (about 100 rubles per call). If you do not use maps and other services, advertisers risk not receiving a significant amount of incoming traffic.
