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How to Grow Your Healthcare Business with Facebook Ad Campaigns

using facebook for healthcare businesses

Using Facebook for Healthcare Practice: Are You Doing It Right?

You may be new to the social media platform, or you may be accustomed to its nuances in a personal sense. But how in the world can you use Facebook for your business? Even though Facebook is primarily a free platform, the social media site can be capitalized upon in multiple ways, including socializing with customers through business pages, garnering support for new services you offer by sharing them on your page. But you can also advertise on Facebook. We can help you set up a stellar ad campaign that will draw the results you desire. Grow your healthcare business by using Facebook Ad Campaigns.
 

Correct Targeting

In its early days, marketing had a generic blanket technique. Sell an ad in the newspaper and hope the neighborhood sees your information. Or purchase a bit of radio space and hope your target audience is listening in and not ignoring the commercial. The only true way to track the effectiveness of the campaign was to measure it against the foot traffic in the practice, or the number of appointment bookings or sales.

Today, there is a more concise way to market. Choose a demographic, as specific as a caregiver of a homebound adult in the suburbs of Philadelphia, to a physically active young adult and stay at home mother in the city. With Facebook Ads, you can select key target areas.

But before we get ahead of ourselves, first, figure out who your audience is. What is the age range? What are their interests? Define your audience. Are you catering to a younger population for health purposes or an aging population that is more likely to come frequently for visits? Using Facebook Ads, you can narrow your audience by factors like demographic, gender, location, interests, and even by annual household income.

“Identify and document your customer profiles, where they are likely to be located, and in what circumstances they are most likely to engage with Facebook,” suggests HealthTimes.com. Once you’ve chosen these, you will be able to track the success of your ads better and be able to adjust what isn’t working or reaching the correct audience.

Don’t be afraid to run several test groups either. Facebook has a tool, “Audience Insights,” which provides you in-depth information regarding who is interacting with your add. The breakdown comes not only to age, location, and gender but also if they liked photos or links more. “Invest the time in understanding your audience, and they will be more receptive to your content and advertising messaging,” suggests Social Media Examiner.
 

Define Your Objective

On Facebook, you have the ability to set your objective. Do you want to increase awareness, or drive traffic to your website? Or would you like to get people to sign up for an offer, or ask patients to complete a form to schedule an appointment?
 

Create Your Message and Add a Strong Call to Action

The message you portray through your ad should connect to your audience on a personal level. If your audience is an average caregiver, you should put yourself in the mind of your caregiver – what will call their attention?

Once you have fashioned your message, add a call to action. You can customize the button to choose from different messages provided by Facebook. While the objectives mentioned above will garner support, the attention grabbing call will lead them to action. “Call Now” or “Learn More” are good examples of calls to action. If you want to be a bit more daring and bold, use the example from Marketo, where the call to action specifically lead consumers to “Download” rather than a generic “sign-up” option. Deliberate and precise calls to action can improve your click through rates significantly.
 

Select Graphics

Pulling a stock photo from websites like Adobe and 1234rf is a very good idea if you’re starting out on your first Ad campaign online. But out of thousands and millions of photos, how do you know which to choose? Keep the following points in mind:

  • Select the correct size image. If the image you choose is too small for the area, the quality will become degraded and pixelated. In a High Definition world, clarity is essential.
  • Choose an image that is relevant to your ad. When you search for your image in a database, be as specific as you can with the key words and phrases as possible. For example, “patient” will have far more results to sift through, than “happy patient with doctor.” 

  • Choose an image with vibrant colors. While a physician’s office may be white, that doesn’t mean your ads have to be white too. Find a picture bursting with color so you can pop off the page in any News Feed.

  • Match positive with positive. Selecting emotionally positive images with smiling people can increase your chances of the image being clicked by the user.

If you’re still having trouble picking out the images you feel would work best, stick to Get Referral MD’s “goldfish” rule: “if your image doesn’t catch your audience’s attention within the first 3 seconds, they’ve already forgotten it.”
 

Placements

An interesting part of Facebook is its partnerships with other social media channels such as Instagram. Automatically, your Facebook Ad campaign can be shown on Instagram to audiences with your demographic or interests. However, you may not want this. Instagram, while ideal for photographs, is geared much more for interests and hobby related network of users.

Through Facebook Ad Manager, go into the “Placements” menu option, and select “Edit Placements.” Then click on Instagram and remove the checkmark. Learn more about the importance of placements on Facebook and Instagram by contacting TopWhale directly.
 

Add Facebook Pixel

With Facebook, you can track and measure who exactly is interacting with your ads on the social media platform. But it does also provide an additional level of analytics and data collection. Facebook Pixel is “an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website,” as it states on Facebook’s Business Help Pages. You can use Facebook Pixel to track visitors to your page, as well as remarketing content.
 

Track and Improve

Using the tactics mentioned previously in this article, create several ads for the same offer. Do this by mixing your images and your text. You can try to use the same tactics on different demographics. Give the ads at least a week or two to show performance levels. Based on the information, define which ads work best for you. You have the ability, through the Ads Manager, to disable any ads that don’t meet your expectations and perform well.

Through trial and error, create a few more ads similar to the ones that worked best. Always test, track, and improve.
 

Think

Carefully think about the ads that may suggest a person has a sensitive medical condition. Protect privacy; never share any personal information of the leads. And just as you would in the office, ensure HIPAA compliance.

Anna Palij
Anna Palij
A writer at her core, Anna contributes to Top Whale Marketing as an SEO Content Writer. When she isn't writing or creating, Anna is a Marketing Professional with experience in non-profits as well as local magazines. She enjoys a good laugh, a great wine, and the fantastic company of friends.

2 Comments

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