Tips for Medical Practices Leveraging Facebook Ads to Reach New Patients
Facebook ads can be an amazing way to reach targeted local patients for medical and dental practices.
All too often, however, we see practices making costly and expensive mistakes that can render ads ineffective or high cost per conversions.
I wanted to pull together practitioners and healthcare marketing experts that are having success leveraging Facebook ads to give their thoughts on what you should be doing or avoiding to increase the success of the platform.
Leverage your practice’s Facebook presence by utilizing these tips from some of the industry’s top marketing and medical professionals to bring new patients to your doors.
1. Promote High Volume Content
Chris Williams, Founder & Digital Marketing Strategist, Clock In Marketing
What I’ve seen work and what I often encourage other medical practices to do is to promote high volume content from their site. This usually includes FAQ on common injuries. For example, at the beginning of the summer months, we share posts on running outdoors, wearing flip flops, and proper stretching before working out. We boost the post and run ads around this content to reach the active group of people in the area. Physicians are affiliated with these articles and in a way ,get an immediate referral when someone comes across the article.
2. Utilize Facebook Lead Ads & Video Ads
Supratim Dam, International Marketing Manager, CallPage
One of the most under-utilized formats for advertising within the healthcare industry is Facebook Lead Ads. FLA makes the lead generation process easy and drives qualified high-intent leads for medical or dental clinics. When prospects see the ad, they tap, and a form pops up – already populated with their Facebook contact information. You can then redirect the prospect to a specific landing page or offer page. And to boost your lead ads, a tool like CallPage can drive even higher conversion. As soon as your prospect fills out the form, CallPage puts the lead and you on the phone in less than 28 seconds. So you can talk to your customers and close more deals. Facebook lead ads run both on Facebook and Instagram.
Another strategy is to use video ads – testimonials from your clients or references. They don’t have to highly produced – even basic content showing the social proof and trustworthiness of your establishment can boost conversions. Video Ads offer one of the cheapest CPCs and is an excellent source to reach newer patients.
Medical or dental organizations are all about providing value; either in their service, facilities or price, and these should reflect within their ads, also reaching out to prospective patients quicker than your competitor significantly lowers your lead response time and helps close deals faster.
3. Focus on Social Remarketing
Zack Bowlby, CEO, ROI Amplified
The biggest tip I’d give to focus on social remarketing. No one currently goes to Facebook or Instagram to find service providers. Focus on using social media for engagement and keeping your practice top of mind! If you’re going to spend money on digital advertising, I’d recommend Google Ads; the consumers still go to Google to find service providers.
4. Don’t Forget to Segment
Mike Shaw, Internet Marketing Team Lead, Tower Marketing
The healthcare industry is very competitive. More healthcare companies are pouring money into online ads, especially on Facebook. The problem is that in an over-crowded marketspace where larger companies can throw a lot of money at ads it can be difficult for legitimate marketers to stand out.
My #1 tip for overcoming this issue is to segment. This often overlooked, yet highly important tactic is helpful in distinguishing the right audience types and reducing your cost-per-click ratios.
Segmenting can be tedious, especially when first starting a Facebook ad campaign. There are many various combinations of segmentation that can take a while to determine. Segmenting by user types, locations, age groups, mobile devices, etc. will allow marketers a lot more control in how your budget is spent. Knowing what segments are costly allows you to take that budget a re-allocate it to more profitable segments that have a positive return on ad spend (ROAS).
Segmenting is a cost-effective and smart tactic to help focus on what areas of your ads are worth pursuing.
5. Maximize Engagement With an Offer
Ashley Dwyer, Owner, Marketer, Licensed Massage Therapist, Fire & Ice Therapeutic Massage
Get a Free consultation offer as a Facebook ad not only gets you an email and phone number lead, which you can add to your email list, but it helps determine a client’s interest from which you can further evaluate a need for services. Free webinars and eBooks don’t work for us for the most part. They end up in spam or social in their inbox and are never given further thought.
6. Do Your Research
Megan Meade, Marketing Specialist, EHR in Practice
It’s important to tailor your ads to your audience, meaning marketers should spend some time researching their targeted keywords versus the actual queries which users have searched for when encountering your ads. These should then be compared against those who actually made a meaningful interaction with your site. Facebook ads should then target those who have made relevant interactions on site by focusing on previous visitors; you’ll be more likely to find audience members who have engaged with the brand, have an active interest, and are more likely to convert.
7. Offer Practical Advice
Dr. Maelisa Hall, Tech and Marketing Consultant for Mental Health Professionals, My Digital Maven
One way to leverage Facebook ads is to use the ads to link to your best blog posts. Rather than linking to a general webpage, or even an email opt-in, you can use that opportunity to connect with your potential audience and offer some practical advice they can implement easily that day. This starts the beginning of a relationship with you and builds trust, which many people need before scheduling with a healthcare provider. And when you provide a tip they can easily implement, they are more likely to tell their friends about it and share your article online, therefore leveraging your ad further.
8. Segment Based on User Behavior
Patrick Leonard, Owner, Brighter Digital
Generalization is often the enemy of a good Facebook Ads campaign. We use Facebook for retargeting website visitors but instead of showing the same ad to every user – we segment based on the user behavior. If your customer was looking at teeth whitening content, you’re more likely to get them back with an offer specifically for teeth whitening. It’s not rocket science, just a little extra effort. That work pays off though especially when your competitors aren’t willing to do the same. They can easily implement, they are more likely to tell their friends about it and share your article online, therefore leveraging your ad further.
9. Boost Content
Dr. Jesse P. Houghton, Senior Medical Director of Gastroenterology, SOMC Gastroenterology Associates
I have been successful in writing short pieces on Gastrointestinal conditions aimed at the general population. I then use Facebook to ‘boost’ my post within the surrounding 50 mile radius of where I practice. I receive a lot of feedback and generate a lot of interest in prospective patients.
10. Be Specific with Facebook Ads
Audrey Strasenburgh, SEO Strategist, FreeLogoServices
Running Facebook Ads for dental or medical organizations is VERY challenging. Facebook is incredibly strict in what types of ads they will allow. Anything with too much text they will refuse. Anything that has to do with improving your appearance they will refuse. Which leaves cosmetic surgeons, aestheticians and cosmetic dentists with little wiggle room. You will often see generic Facebook Ads that are simply to promote a brand, but nothing that delves deeper into a specific service or product.
While working with a cosmetic dentist in Chicago, she was always very proud of how far her patients had come to improve their smile. We wanted to highlight that in a Facebook Ad to show others what they could achieve for their smile goals.
We ran an ad that displayed one of her patients smiling after her last cosmetic dental appointment. She had just completed her Invisalign treatment. We used a caption along the lines of ‘Your smile is worth it. You are worth it.’ And the response was overwhelming! We had dozens of on-site conversions throughout the time we ran the ad.
11. Add Facebook Ad Leads to Email Automation Sequence
Justin Knott, Owner, Intrepy Healthcare Marketing
Last but not least I couldn’t have you read an article without giving my our insights on the topic at hand!
One of the biggest things I see practices miss the mark on is not putting leads into a nuture sequence after you have gotten their email information.
A quote I tell my clients is “You paid for them, nurture them!”
Even in a perfect world say you bring in 100 leads from a Facebook ad campaign. You might only have 20-30 actually set an appointment. That still leaves 70-80 of those leads that were not ready to make a purchase decision; however, that does not mean they won’t ultimate come through the door!
They just may need to get to know you better, learn more about the practice, etc. Do not leave those leads hanging. Get them into a 5-7 touch point automation sequence via email.
The biggest thing to note with these sequences it try and provide the MOST VALUE POSSIBLE in every touch point. It will help establish a know, like, trust relationship and ultimately get them to walk through your doors.
Wrapping Up – Facebook Ads Tips for Medical Practices
Facebook Ads are something every medical practice should look at as a great way to convert and drive new patients to the practice.
Keep in mind the tips above and we often times recommend outsourcing to an agency that specializes in Facebook Ads so you do not waste your hard earned marekting dollars on inffective ads.