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E1.04 | Online Advertising: Steps for Launching a Successful Campaign

Richie Guerzon, co-founder of Ortho Sales Engine, shows you how to increase patient starts with online ads, how to calculate the cost of acquisition for new starts, and how to tell if your current ads are effective.

Featured Presenter

Richie Guerzon | Co-founder, Ortho Sales Engine



Online advertising can be considered the gas that drives your marketing machine. Once you get a successful marketing system in place that can produce new patients from traffic to your website, online advertising is the tool to use to grow your practice faster. It can also be used to jump-start a practice with little to no growth.

It's often the most important piece of a digital marketing campaign because it gets immediate results, drives an unlimited number of new people to your brand, and is often much less expensive than traditional marketing.

Understanding how to launch an effective online advertising campaign is probably the most important skill anyone in marketing can learn. It has the power to grow practices extremely quickly when done correctly, but can waste a lot of money extremely quickly when done incorrectly. This is why many practices have had bad experiences with it while others rely on it to grow.

Key Takeaways

  • Your brand needs to differentiate you
  • Differentiation beats commoditization
  • Understand mission, vision and values
  • Marketing means influencing audiences
  • Identify your patient personas
  • Understand the decision journey

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