Online Reputation Management for Doctors
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Online Reputation Management for Doctors
Curated and Written Articles to help Physicians and Other Healthcare Providers manage reputation online. Tips on Social media, SEO, Online Review Managements and Medical Websites
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How to create successful Facebook ads for doctors

How to create successful Facebook ads for doctors | Online Reputation Management for Doctors | Scoop.it

5 tips to follow when medical advertising on Facebook

1. Define your goals

Before investing your healthcare advertising dollars on Facebook, you need to decide what your goals for your doctor ads are. Facebook offers multiple formats for your doctor advertisement, and your goals can help you choose the correct one.

For a medical practice, common goals may be to:

  • Drive traffic to your healthcare website. To drive traffic to your healthcare website, you can set up a click campaign that encourages your target audience to visit any page on your site. You might generally describe your practice and link to your homepage, or you might direct people to other sections of your website.
  • Increase appointment bookings. If your website is equipped with online scheduling, you can create an ad that links to your scheduling page. You can retarget people who have visited your website or encourage people to take care of routine visits. For example, a dermatologist may want to place healthcare ads that remind people to get an annual skin exam and direct people to a webpage where they can schedule an appointment.
  • Become a trusted thought leader. Many people will choose to follow a medical professional to learn more about a procedure they are considering or to learn how to live a healthier life. To become a trusted source, you should be sharing helpful information on your social media channels. Boosting your organic posts on Facebook can ensure the helpful tips you’re sharing organically get in front of more patients.
  • Grow your Facebook page audience. If you’re looking to have a larger audience on Facebook, you can create a “Like” campaign, which encourages people to like your Facebook page.

It’s important to note that you may have to create a business manager account to run certain types of ads on Facebook.

 

2. Build the appropriate audience

Unlike paid search advertising where users are delivered healthcare ads based on information they’re seeking, Facebook ads interrupt a user’s news feed. When creating an audience for your healthcare ads, your aim is to group together people who are likely interested in what you do.

 

If you haven’t already, it’s especially helpful to define your ideal patient. If you’re a primary care physician, you may treat a wide range of patients ages 18 to 55, but an 18-year-old likely wouldn’t respond to the same ad that a 55-year-old would. Building Facebook audiences that align with your ideal patients can help you tailor your ad copy so they’re most effective. On Facebook, you can also build audiences based on geographic location and even likes and interests.

 

You can also add a pixel to your website in order to retarget your web visitors with your Facebook ads. The Facebook pixel is a small piece of code that you, your website engineer, or a Facebook Marketing Partner can paste into your website code. Presumably, someone who was browsing your website was interested in learning more about you and was looking for a doctor. By retargeting them with your ads on Facebook, you can stay top of mind.

 

If you have a list of patient emails, you can also create a lookalike audience on Facebook. A good audience size is between 20,000 and 100,000 people: This ensures your ads aren’t being served to the same people over and over and that you’re not casting too wide a net.

 

When creating a lookalike audience, Facebook segments a group of users who have similar attributes to your current patients, which you can further filter by location and other categories. Do not target your current patients directly, as Facebook requires explicit consent, and your patient list is likely too small.

 

When boosting your organic content to a larger audience, you can also target users who like your page. According to a report by We Are Social, an organic post reaches only 6.4 percent of page likes on average. This can help get your content in front of people who have already expressed an interest in hearing more from you.

3. Create engaging and compliant ads

Facebook users are constantly served with ads. The key to creating successful doctor ads means creating ads that are engaging, relatable, and relevant. Your medical ads should seem like a normal post in terms of copy and visual assets but stand out in terms of the content. According to Sprout Social, people are most interested in advertisements that entertain, educate, or offer discounts.

 

As an expert in your specialty, you have the distinct opportunity to educate users on their health. In fact, 33 percent of people are more likely to engage with social ads that teach them something, according to Sprout Social.

 

If you offer retail products or out-of-pocket services, you may also try to engage users with a promotion: In the same survey, 37 percent of users said they were more likely to engage with social ads that offered a discount.

 

Before creating an ad, it’s important to familiarize yourself with Facebook’s advertising policies, specifically the prohibited and the restricted content sections. Perhaps of special interest to doctors, Facebook forbids advertising anything related to sex or sexual health.

 

If you’re a plastic surgeon, photos of cosmetic procedures involving the breast, for example, may be flagged for nudity.

 

Ads with excessive amounts of text or featuring a photo of a single body part might not get approved by Facebook. Ads for weight loss products and services and cosmetic procedures must be targeted to people at least 18 years or older.

4. Keep mobile in mind

According to Statista, 96 percent of active Facebook users access the network via a tablet or smartphone. Facebook is accessible via both desktop and mobile devices, so your ads will automatically be formatted for the mobile screen.

 

However, there are considerations you can make to better serve mobile users. People using their phones are likely on the move, so if you’re using video for ads, you should keep them to about 15 seconds. 

 

For the same reason, you should keep your ad copy relatively short and to-the-point. People scrolling on their phones may not be inclined to read a lot of text. 

 

5. Track performance and optimize

As with any medical advertising, it’s important to measure your ad performance. The metrics you’ll be reviewing depend on the original goal of the specific campaign.

 

For example, if you were looking to drive traffic to your website, you will want to monitor link clicks and click-through rate.

 

The click-through rate measures the percentage of clicks in comparison to how many people saw the ad. If these are low, you may want to try different advertising copy, images, or both.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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How to promote health-related products with digital marketing

How to promote health-related products with digital marketing | Online Reputation Management for Doctors | Scoop.it

1. Purchase paid search advertising

Paid search advertising is a form of digital marketing in which you purchase ads for search engines like Google, Bing, and Yahoo.

 

Google AdWords is the most popular paid search platform, most likely because Google enjoys close to 93 percent of search engine traffic, according to Statcounter.

 

There are a number of reasons to consider paid search advertising to promote health-related products.

 

First, your practice has an equal opportunity to rank for highly competitive keywords. This is unlike organic rankings, which take into account a number of website factors like page speed and mobile-friendliness.

 

With paid search advertising, the highest bidder always wins the top spot.

 

Another reason to consider this form of digital marketing is that paid search ads bypass the waiting period that often accompanies achieving a high organic ranking.

 

This means you benefit from instant visibility. Better visibility means your product will receive more clicks, your healthcare website will see more traffic, and your product sales will likely increase.

 

A third reason to consider paid search advertising is that it allows for uber precise audience targeting, which ultimately helps you reach your ideal patients.

 

In Google Adwords, for example, you can target demographics such as gender, age, and household income. You can also exclude demographics if you know certain audiences would not be interested in a particular product.

2. Publish product-centric blog posts

Blogging is a digital marketing tactic that’s proven to boost organic search rankings and increase healthcare website traffic over time. This is because search engines like Google regularly crawl websites for new content.

 

When you publish blog posts about your products, search engines surmise that your practice is an authority on those products, and they feel confident sending searchers to your site.

 

According to HubSpot, companies that blog receive 55 percent more visitors than companies that do not blog.

 

Additionally, blogging can help position your practice as the go-to place for particular products in your area.

 

Blogging also allows you to go into greater detail about your products — detail you might not be able to provide via a product page located elsewhere on your healthcare website. Plus, with blog posts, you can offer a different perspective on products, whether that’s a product review or comparison.

3. Discuss products on social media

Social media is an ideal digital marketing platform to promote out-of-pocket products. One reason is because social media is widely used and regularly accessed.

 

According to the Pew Research Center, 73 percent of U.S. adults use YouTube, 69 percent use Facebook, and 37 percent use Instagram. Fifty-one percent of YouTube users, 74 percent of Facebook users, and 63 percent of Instagram users access the sites at least once per day.

 

Another reason to use social media for healthcare marketing is that people actually want to consume the content healthcare practices share.

 

According to a survey by the American Osteopathic Association, two-out-of-five adults said they already are or would like to follow their healthcare providers on social media.

 

And according to a PwC report, 61 percent of people are likely to trust information posted by healthcare providers.

 

To ensure people are seeing your product posts, you can invest in sponsored content. Similar to paid search advertising, sponsored content allows you to target highly specific audiences.

 

On Facebook, for example, you can specify demographics like gender, age, and location as well as interests and behaviors. According to Sprout Social, 65 percent of people who engage with a social media advertisement will click through to learn more about the topic at hand.

4. Send marketing emails to patients

Although many healthcare practices exclusively focus on attracting new patients, marketing to current patients is also worthwhile. According to RJMetrics, 68 percent of customers won’t make a second purchase.

 

But, if you can get people to make a second purchase, 53 percent of them will make a third. With each successive purchase, the likelihood of them coming back increases.

 

Email marketing is a tried-and-true digital marketing tactic for getting patients to make first, second, and third purchases (and so on). Not only do 97 percent of people with a personal email address check their accounts at least once every day, according to the Direct Marketing Association (DMA), but nearly six in 10 people say they prefer email communications from brands above any other channel.

 

Also, email marketing is proven to influence people’s behavior. According to the DMA, 40 percent of people say they would click on a link in the email if they found the email “interesting.” An additional 27 percent of people said they would be likely to go to the company’s website, just not directly from the email.

 

Display signage and other in-office promotions will always be important for selling health-related products. However, if you want to reach people beyond those coming into your office, you must branch out into digital marketing. 

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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