Retargeting is showing ads again to people who already visited a clinic's website, watched its videos or engaged with its social media, but have not enquired yet.
What it means
Retargeting, also called remarketing, reaches people who have already shown some interest in your clinic. They visited a treatment page, watched most of a video, or engaged with a post, then left. Retargeting reminds them you exist and gives them another reason to get in touch.
Most patients need several touches before they enquire, especially for elective treatment. Retargeting lets you provide those touches with useful content: a doctor video answering a common question, what a consultation involves, or an honest explanation of a treatment.
Ad platforms have strict rules for health advertisers. Keep audiences broad, avoid messages that suggest you know a person's condition, and follow each platform's policies and current NMC guidance.
How to calculate it
Retargeting cost per lead = retargeting ad spend ÷ leads from retargeting campaigns
Compare it with your cost per lead from new audiences, and follow both through to cost per new patient.
For example, a clinic spends ₹20,000 on retargeting in a month and receives 80 leads from it. Retargeting cost per lead = ₹20,000 ÷ 80 = ₹250.
What good looks like
HBA does not publish a retargeting benchmark. A good sign is that retargeted leads book and show at a healthy rate, close to the booking benchmark of 25 to 40%. HBA tracks retargeting results weekly.
How to improve it
- Retarget with helpful content, such as doctor videos and patient questions answered, not just repeated offers.
- Build audiences from engaged video viewers and website visitors, set up through proper tracking and attribution.
- Cap frequency so the same people do not see the same ad too often.
- Refresh retargeting creatives regularly, because small audiences tire quickly.
- Send retargeted clicks to a focused landing page with one clear action.
Related terms
Frequently asked questions
Is retargeting allowed for clinics?
Generally yes, but health advertisers face strict platform rules. Avoid messages that suggest you know someone's condition, keep audiences broad, and follow each platform's current health policies. Ads must also respect current NMC guidance on what doctors may advertise. Educational content is the safest and most effective approach.
What should a clinic show in retargeting ads?
Show content that moves people closer to booking: a short video of the doctor answering a common question, what happens at a consultation, or how to prepare for treatment. Rotate a few pieces so people do not see the same ad repeatedly, and always offer one simple next step.
On a free growth call, my team traces your last month from enquiry to treatment and shows you your biggest leak in rupees.