Facebook Advertising — The 101 For Medical Marketing
The most favored platform for SMM remains Facebook. Since it has evolved from being just a place where people liked and commented on each other’s photos, Facebook has developed into a proper marketing platform for businesses to advertise themselves through the network of potential clients living on its web. All this applies to medical businesses too, since they can create groups of patients to seek out other potential patients, create recognition around their name and develop market value.
However, to achieve that, there is more to the process than just posting a screenshot of your medical services on your Facebook page and waiting for patients to come to you. Since Facebook has developed into a proper marketing space, its way of advertising has developed too and it requires a proper setup and proper campaigns to make marketing successful.
Facebook ads are tied in with getting your message out there to the right group of potential patients. These are patients who are already looking for medical services such as yours to seek them out. For the best outcomes, it’s critical to understand the Facebook advertising types and compare them to your objectives to see if they will work out.
Why Is Facebook Advertising Important For Medical Business?
Your Facebook business page operates similarly to how your site nurtures your medical business’s image and generates leads. Facebook marketing allows you to pinpoint explicit potential patients who are on the lookout for medical services like yours. Leads generated from Facebook are more strong since they are coming from a place of trust.
According to a recent study done in 2020, Facebook has 59% of the internet’s traffic and Facebook advertisements for the most part have a click-through rate (CTR) of 0.051%, and a normal cost-per-click (CPC) of $0.80. Still, it remains the most viable form of SMM and when done right, it can open a gateway of patient leads for your medical business and expand business opportunities.
What Are The Most Effective Types Of Facebook Advertisements?
To advertise on Facebook, it is necessary to learn about the most effective types of advertisements available. This can help you pick one or a couple that would be the most compatible for your business objectives.
Possibly the most used, Facebook offers its type of marketing with Facebook advertisements, which show up in the side sections of the page. These advertisements are the most basic yet popular since they seem to work for all businesses. They incorporate a feature with a post and a link to either a Facebook page or a website.
These classic ads seem to have the most click-through rate and are a sensible choice for a startup medical business, seeking to market to an extended crowd of patients. These ads are similar to PPC ads and are often enough for potential patients to catch interest if they are well executed.
Contests and Polls
Another great way to catch potential patients’ attention is by asking them to engage in an interaction with you. In this case, by contests and polls. When a potential patient sees a poll asking about their views on the Covid-19 vaccine, for instance, they are likely to become intrigued and then inserted with the source that put up the poll.
Asking potential patients to engage in polls and contests creates a sense of authority around your medical business’s persona on Facebook and patients are very likely to trail back from these polls and contest to your business’s Facebook page.
A more developed option for a developing medical business, Facebook’s Promoted Posts lets businesses pay a level rate to have their individual Facebook posts shared with a specific type of client, which helps expand the post’s potential to catch the eye of clients. Promoted Posts ups your odds of being seen on a client’s feed. Facebook Promoted Posts are shared with a business’s already following fans and their acquaintances.
Facebook’s most effective ad type, Sponsored Stories follow a trailing method and capture the potential patients’ recent interactions with their acquaintances on Facebook. These help the pre-created stories trail back to the potential patients and their friend groups, bringing more exposure to the advertising for doctors business.
Sponsored Stories show up in feeds and the sidebar of target patients and are the most successful mobile-optimized type of advertisement available on Facebook. These stories have a 50% higher click-through rate than any other advertisement type on Facebook.
How To Make The Most Out Of Facebook Advertisements?
While knowing about the types of advertisements is certainly important, knowing how to make them work for your medical business’s objectives is also a requirement necessary for successful Facebook advertising Here’s how you can make them work:
Customizing Patient Crowds
To make any type of advertisement available on Facebook, you must create different patient persons and groups to make your marketing more focused and effective. You can sort these patient crowds by:
- Location: To make the most out of your ads, try focusing them on patients that are closest to your medical business’s operation.
- Age Groups: Distribute your patients into groups by their age demographics. Focus advanced types of ads on younger patient groups and simplified ads on older.
- Preferences: Make use of your patients’ preferences and target your ads accordingly to them. Sort them out by their preferences.
One Call-to-Action (CTA)
The best Facebook advertisements have an unmistakable objective, if it is unclear, patients will likely be confused and your advertising efforts will go down the drain. There are three call-to-action for an ad.
- To build brand awareness.
- To generate leads.
- To sell items and services.
Regardless of either, your advertisement must contain one clear CTA that guides your potential patients to your objectives and what to expect them to do instead of muddling them with unnecessary information.
Picking Compatible Facebook Advertising for Medical Marketing
Similar to CTAs, understanding your business objectives and then selecting an ad type according to them brings out the potential in the ad. For instance, your business objective is to generate leads and you are putting up an infographic ad that raises awareness about HIV. While it may be beneficial, it won’t live up to its full potential and your objective is less likely to be fulfilled.
Facebook Advertisements Supports Most Of SMM For Businesses
Facebook holds the vote of 97% of advertisers for being the most successful SMM platform. Using Facebook advertising for medical marketing for physicians won’t just generate patient leads but create brand awareness and expand your medical business’s reach far wider into its huge traffic network.