In 2017, it is necessary for healthcare organizations to be active on social media platforms such as Facebook. Facebook allows organizations to create content that reaches consumers where they are spending the most time consuming content – online through social media.
Use Engaging Content
According to a study by Wordstream, the average click-through rate (CTR) for healthcare ads on Facebook is 0.83%, lower than the 0.9% average for ads across all industries. In order to achieve better returns on ad campaigns, hospitals and health care providers can use creative imagery that tells a story through a friendly face or provides a testimonial about the services they offer.
Healthcare marketing that connects and engages with the target audience features content that is relevant and builds trust in the brand. One way for organizations to share experiences which relate to their audience is to test different media types in their promotions. Carousel ads with multiple photos, customer and employee testimonials, virtual tours, and 360 degree photos and video are all ways to get more engagement on the social network.
Be Aware of Ad Policies
Before launching an ad campaign on Facebook, make sure that your ad content is compliant with Facebook regulations. Your ads must keep all patient information secure from others obtaining their private information.
Additionally, Facebook requires that ads do not discriminate against individuals with disabilities or medical conditions, as well as other prohibited content. Be sure to review such guidelines before creating your ads. Otherwise, Facebook will reject the ads and you will need to adjust accordingly if you want your ads to run on the social platform.
Reach Your Audience
Though you cannot target Facebook users by characteristics such as condition or disability, you can reach your audience based on gender, location, age, income, demographics, and psychographics. Narrow your targeted ads further by targeting Facebook users that have visited your organization’s website and will recognize your organization when he/she sees your ads.
You can also nurture your organization’s brand by getting your ads in front of already loyal customers by using Facebook Custom Audiences. However, you need to make sure that such ads are relevant to this audience. If you plan on doing so, create one ad set that reaches existing customers and one ad set that reaches potential customers.
A/B Test the Ad Sets
Use A/B testing to better compare the results of your Facebook ads. Test variables such as content, target audience, ad type, or images. For example, a hospital has created two Facebook ad sets with the same type of ads and ad copy; one single ad with an image of the hospital doctors and a carousel ad with photos of the facility’s technology. The only difference between the two ad sets is the content that is written in each set.
The hospital will be able to determine the most cost-effective ads by examining the performance of the two sets based on the results of the data. If ad copy A generated more engagement through clicks, likes, and shares than ad copy B, then the hospital will be able to hypothesize that the content in ad copy A spoke more to the target audience than ad copy B. Remember, you can test different variables to determine what works best for your organization’s Facebook ads.
In need of Facebook ads for your healthcare organization? Contact BlaineTurner Advertising for effective strategies such as Facebook as well as other marketing and public relations services.
Sources:
Marketing Profs, 2017: Facebook Advertising Benchmarks for 18 Industries
Media Post, 2017: The ABCs of A/B Testing in Healthcare Marketing
Reach Local, 2017: 5 Facebook Advertising Tips for Your Healthcare Marketing
Word Stream, 2017: 5 Ridiculously Powerful Facebook Ad Targeting Strategies