9 Best Practices for Healthcare Facebook Ads — Digitalis Medical

Facebook allows businesses to choose from a variety of digital targeting options in order to connect with the right audience. For healthcare marketing agencies, targeting ads can be difficult when you consider Facebook’s “personal characteristics” restrictions and HIPAA compliance.

The restrictions shouldn’t hinder you from creating powerful and profitable advertisements though. Continue reading to discover the best practices for your healthcare Facebook advertising campaigns!

Match Demographics and Services

It is easy to identify the services you offer and which patients are most likely to use them. Facebook’s demographic targeting tools allow you to target the most likely audience to respond to your ads.

Use Web Traffic and Lookalike Audiences

HIPAA rules prevent most healthcare organizations from uploading patient lists to Facebook Ad targeting. You can still create custom audiences using information from users who have viewed your ads, articles, or website in the past.

Installing the Facebook Pixel on your site will allow you to track specific web traffic and retarget them. This website traffic can be directed either to the entire site or to a select number of pages.

Follow the Funnel

• Awareness: Directed at large audiences in an effort to spark interest in your service and/or raise awareness about your profession.
• Consideration: Encourage consumers to start looking into your practice and seeking more details.
• Conversion: Convince potential customers to make an appointment if they are interested.

Adhere to Facebook’s Policies

Healthcare marketing agencies must be aware of Facebook’s many advertising regulations that address personal attributes. Facebook will reject any ad that doesn’t comply with the rules and it won’t be allowed to run.

Create a Powerful Tagline

If your advertising is memorable, potential patients are more likely to remember your office brand. A tagline is a great way to achieve this.

Use Video Ads Where Possible

Videos are better at drawing attention quickly to a message and grabbing their attention in the Facebook feed. Marketers often experience a 2x increase in click-through rates and higher conversions when they use videos.

Show Patient Reviews on Your Facebook Page

You can use the comments written by patients on your practice’s Google listings to prove your brand’s authority.

Keep an Eye on the Competition

It’s now easier than ever to use Facebook Ad Library to see the messaging strategies of your competitors. This page can be used to search for ads that appear on Facebook or Instagram by entering a Facebook Page Title and other keywords.

While you shouldn’t copy or imitate advertisements from competitors, it’s a smart idea to pay attention to what they’re doing to help you tailor your ads to your market.

These nine tips will help you get started with your Facebook ads strategy. However, if you are just starting to do so and keep it up, you will likely learn more about how you can get your unique message in front of qualified leads.

For more information, consult a healthcare marketer specializing in creating digital ads.

Originally published at https://digitalismedical.com on November 4, 2022.