How to Speak to Physicians with Highly Personalized Content

Getting the attention of physicians is a challenge because of their busy schedules.  When they finally have the opportunity to get behind the computer, they will only stop and click on an ad that speaks directly to them.  According to Nielson Norm Group, you only have a 10 to 20 seconds to capture their attention in hopes of engaging them when they are on a website.  That is when contextual targeting becomes an important factor in your online advertising strategy. A successful contextual marketing campaign personalizes the message, is relevant, and enhances their experience based on their real-time behavior.    


We’ve analyzed data from our advertising partners and developed these four tips on how to create effective contextually targeted advertisements: 


1. Be specific when identifying your target  –  Physicians all have a specialty, so it is important that you identify the high-valued physicians in the area of practice that you service and use language that will catch their attention.  Advertising for a medical device for catheterization, for example, would be directed to an interventional cardiologist.  You can also further segment your target by understating their motivation.  Understanding if the physicians are convenience driven, data- and safety-focused, or price-sensitive will also influence how you shape your message.


2. Use specific keywords – A successful online campaign is only as good as its keywords.  The keywords you choose allow you to identify websites that would be good targeting candidates for your display ads.  The following are some things to consider when choosing your key words.

  • First, think like a physician and choose keywords that are specifically related to them.  If you find that many of the words are commonly used, expand your list to include specific names, brands and medical terminology used for your products.  
  • Second, identify keywords directly related to your unique marketing message.  Like the example above, if the product you are marketing is used by interventional cardiologists, you would use the words “interventional cardiologists” rather than just “cardiologists”. 
  • Third, group keywords into ad groups based on your products or services.  For example, if you market a diabetic medication, you can create two ad groups: one for physicians and one for certified diabetes educators.  That way your ads that speak to physicians are more likely be seen by physicians, not diabetic educators. 

3. Avoid repetition – With limited ad space, you have to be creative enough to get the attention of the physicians, describe benefits, and offer a call-to-action.  Inexperienced advertisers tend to repeat their information, once in the beginning and then at the end of the ad.  Avoid repetition and it will make for a cleaner ad and decrease the cost of unnecessary clicks. 


4. Experiment with unconventional calls to action - We have all seen ads that say, “Click here” and “Call today,” but how effective are these overused calls-to-action? Oversaturation of these CTAs has decreased response rates.  Stand out from the competition and use some unconventional calls to action. 

Here are some ideas:

  • Play on their emotions – “Take care of your patients.”
  • Highlight testimonials – “Read the reviews of KOLs.” 
  • Bring in statistics - “20% of patients experienced quicker recovery times. Find out how.”
  • Reveal satisfied physicians – “50% of all physicians use it.  See who does.”
  • Make them use their imagination - “Is it possible to cut procedure time by 30%?”
  • Appeal to their limited time – “Find answers here now.”

These examples are unique CTAs that will capture their attention and entice a click.


We’ve seen that creating personalized content that speaks to physicians, when they are in “learning mode”, enhances brand recognition and increases engagement. Experience higher response rates and a lower CPC by applying these tips. Your valuable specialist will not only stop to read what you have to say, but they will begin to seek you out as a trusted resource.


Contact us to learn more about how Wolters Kluwer can help you market to healthcare professionals across our Lippincott content network, including print and online advertising, email and custom projects.

Contact us to learn more about how we can help you market to healthcare professionals across our Lippincott content network.

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    Philadelphia, PA 19103

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