Today we had the pleasure of speaking with our Head of Digital Advertising at our agency Intrepy Healthcare Marketing, Nick Laiuppa. After spending thousands of ad dollars and exploring various strategies, Nick focuses on serving small-medium sized businesses by building digital marketing and advertising campaigns across multiple platforms. His purpose is to help people like you drive the sales you need to turn a profit. 

Let’s dive into how to avoid common digital healthcare advertising mistakes to get the results you are looking for.

Things you will learn in this episode:

[00:01 – 14:15] Advertising Too Soon 

  • We introduce our guest, Nick LaIuppa.
  • Nick talks about common digital advertising mistakes. 
  • Nick talks about the fear of advertising too soon and how to avoid it. 
    • Create patient personas
    • Not properly visualizing and laying out your funnel
    • Not training staff on process
    • No specificity – trying a shotgun blast approach
    • Not building out specific landing pages for each type of ad 

[14:16 – 19:47] The Lack of Transparency 

  • Nick talks about the importance of transparency when it comes to understanding your AdWords marketing. 
    • Most marketing agencies lack transparency and refuse to grant their clients access to their own assets and data 

[19:46 – 27:23] Not Properly Tracking Your Program and Reporting 

  • What metrics do you need to focus on?
  • We talk about another common mistake; not properly tracking your program and reporting 
    • Nick mentions his top 4 metrics to keep track of:
      • conversions
      • conversion rate
      • click-through rate
      • cost
    • How often should you look at them?
    • What do you use to track?

[27:24 – 37:26] Leads Dying ON the Vine

  • Nick talks about what it means to let “leads die on the vine.” 
    •  Not putting them in a nurture sequence  
    • The most expensive and cheap advertising 
  • Email nurture sequencing. 
    • What retargeting means 

[37:27 – 47:24] Picking the Wrong Platform and Bailing Too Soon

  • Nick gives us the key points in choosing the right platform to advertise on. 
    • Understanding who your customer is 
  • Nick sheds some light on bailing too soon when you’re investing in ads. 
    • How much time does it actually take to get results?


Tweetable Quotes: 

The way that I always go about recommending the ad platform is first understanding who their customer is. Click to Tweet
f you ever get in touch with a marketing person or an agency that is telling you they can guarantee your results, that's a red flag. Click to Tweet

Nick LaIuppa Bio:

Contrary to the belief of a lot of people in this industry, I believe that business should be ethical. After seeing so many practices burned by bad marketing companies, I made it my mission to un-burn people.

By deeply understanding your business & your patient, I specialize in creating & managing marketing & advertising campaigns that work.

Episode Links:

You can connect with Nick on Linkedin, Instagram, Facebook, Twitter, and Youtube or visit his website

Read Or Download Full Transcript for Episode #126

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What We Do

Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University

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I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.

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Thanks for listening. Kelley Knott


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