Setting Up A Facebook Advertising Campaign For Your Practice
How To Run A Successful Facebook Advertising Campaign For Medical Practitioners
In my last post, I talked about the different types of marketing one could undertake to help build a successful practice. If you haven’t read it, check it out here.
In one of the scenarios, I talked about using Facebook to help grow a specific service or interest area. I’ve found success in using Facebook to help medical practitioners grow their specific services, most recently we found that for the months we ran a Facebook campaign, the overall revenue was 13% higher and the number of patient visits was 27% higher. I know many practitioners that would immediately question if Facebook is the right platform and if you find yourself wondering that, here is an article that will help clarify that.
Now, let me elaborate a little more on how you can run a successful Facebook campaign.
Before I jump into the details. I want everyone to remember this key principle.
No matter what form of advertising you choose, always, and I mean always have the patient’s best interest at heart. It’s very easy to get side tracked by this when you start executing your campaigns.
Now what’s the secret to running successful Facebook campaigns?
There are 3 key areas to remember when it comes to running a successful ad campaign on Facebook for your practice.
1 - Always build your ideal patient persona / avatar. These are the ideal patients that you want to work with, and ones that you can resonate with.
Its important to identify this because when it comes to creating the ad copy and content you need to be able to capture their attention and speak to them. You want to be able to convey that you, as their doctor understand what they are going through.
Here are some things you can think about.
Consider about their personal demographics – age, gender, professional, race etc and dive down deeper into their thoughts and emotions. Think about what goes through their mind at night, how is your service going to improve their life, what is their pain - understand their real pain.
2 - Dig deep and identify their true inner fears. For high value services, Fear is a huge driving force. It can bring them closer to you or vice versa. In all your touch points with your potential patients, you want to cater to their fear and help minimise them. What are your patients really afraid of? It could a fear of spending too much, a fear of not being treated properly, fear of being judge, fear of pain, the fear of not being good enough.
Once you identify that you want to build a sense of familiarity. Think about it like going on a date, you never propose on the first date. To do this you need to constantly stay on top of their mind using re-targeting and email communications and ideally, build on their fears, showcase the true cost of not taking action,
3 - Be ROI (Return On Investment) centric - know your cost to get one patient through the door, and constantly test and eliminate what doesn’t work.
Now, here is the nitty gritty of setting up a Facebook campaign.
We generally follow a 4-step method to running and creating a strategy for a campaign. This is an overall view of a Facebook campaign funnel that works well for medical practitioners.
Identify the service you want to grow. I always suggest finding a niche because you can’t cater to everyone and anyone; this is especially true when it comes to advertising. Once you have done that, create cornerstone content for that specific service. We have found success incorporating explainer videos that includes snippets of the doctor showcasing and explaining how a particular service works. It helps build confidence and understanding of what is expected. Quizzes work well too for some cases to help patients understand where they are at and what options they have to take.
The next thing you have to think about is offers. You need to provide patients a reason to come and see you. Generally a free consultation does wonders. It helps patients get to know you. What you find is when patients like you and resonate with you; they generally tend to stay with you for the long term.
Once you have identified the above, the next step is to use the right Facebook advertising strategies to promote your cornerstone content. You can use this to generate leads (potential patients that might be interested in your offer) and then re-market your offer to those that have shown interest in your cornerstone content. Ideally when setting up a lead generation campaign, always make it simple and easy for people to opt-in. The more complicated the process the more likely people will loose interest.
I cannot emphasise this enough, but always test, test, test! Test your ads, then test your targeting and move on to testing your Landing pages & offer where people opt-in. Always look at improving the performance of your ads and your landing page when running a campaign. Your initial research whereby you identify a potential customers persona and their deep fears comes into play here. Having a good understanding of your customers can help you write and design the right type of ads that speak to them.
Now we talked about being ROI centric. There are 3 major components or touch points here, first the ads, secondly the landing page/offer where people opt-in and lastly the appointment phase. Here are some key statistics to remember. Click Through Rates (CTRs) of an ad, this shows how well your ad is at getting attention from the audiences on Facebook. Then look at other things like Landing Page conversions, this shows how well your copy and offer is. You have to use your Landing page to build trust and credibility. This is where things like case studies and your profile plays a huge part. Last but not least, never forget to look at your own in-house operations, to ensure that patients are happy and felt understood from the moment they speak to you on the phone and walk in through your practice.
Tracking and follow up. Ideally you want to have all the leads added into a CRM so you can monitor and track all the conversions. Hubspot has a great free CRM that anyone can sign up for. You can sync most popular CRM tools with Facebook, so information is automatically synced once someone opts-in. When a patient opts-in for your free offer, its always a good idea to call them within 5 minutes. Have someone follow up on this closely; a receptionist is the ideal person to do this. Write them a script, the goal is to get them booked in for an appointment to come and see you.
The next step is to incorporate email newsletters, use this opportunity to address any concerns or objections potential patients might have when it comes to taking up your services. Set up an automated email sequence and send out emails daily. All this helps keep you on top of potential patients mind. Lastly, never forget to send out patient reminders and confirmations prior to their appointment dates that help to reduce the no-show rates.
As you can see, setting up Facebook ad campaigns can take time, and getting the right content takes a lot of work, but the pay off is there. Feel free to reach out to me if you would like to know how I can help you create a Facebook advertising campaign to help you achieve your goals.