Ideas to improve advertising for medical clinics on Facebook

Advertising your brand on Facebook can either help you achieve your marketing plan goals and professional/business objectives or turn into a complete disaster. The outcome depends on how you organize your Facebook advertising strategies.

To understand how this platform works, let's start from the beginning.

Facebook is a pay-per-click marketing channel, meaning you'll pay each time someone clicks on your clinic's ads.

You can also be charged based on ad impressions, video views, and other metrics associated with your Facebook advertising campaign.

Now, let's talk about...

10 ideas to improve advertising for medical clinics on Facebook

These suggestions are designed to help you achieve your marketing goals by increasing visibility and engagement on the platform.

1. Precise targeting

Use Facebook's advanced targeting options to direct your ads to specific audiences. Adjust the focus to target precisely.

Define parameters such as location, age, interests, and behaviors to reach people who would benefit the most from your medical services.

2. Educational and relevant content

Stand out on digital platforms, not only on Facebook, by delivering value to your audience through education on health topics relevant to them (related to your medical specialty, for example).

Your video can start with one of the most common questions from your patients, followed by an educational answer, and end with an invitation to explore your services, visit your website, schedule an appointment, or subscribe to a newsletter for more content like this in their inbox.

Informative posts and medical advice build patient trust and position you as an authority in your field.

3. Testimonials and success stories

There's no better way to sell than by showcasing results because real stories increase credibility and create an emotional bond with users.

Share testimonials from satisfied patients and the best success stories you've collected.

Experiment with before-and-after formats, which are highly persuasive and powerful.

4. Visually appealing ads

Every time you advertise, remember that aesthetics matter and also SELL. Ensure your ads are visually appealing and professional.

→ High-quality images and videos can grab attention and convey a clear message.

Additionally, error-free text reinforces the professionalism you want to convey.

5. Clear call to action

Your audience won't take action unless you tell them to in a correct, persuasive, and clear manner. Indicating multiple different actions stops and confuses them.

Essentially, they think, "What do I do first? Click the button, follow it, send a message, call, leave a comment..."

The most effective approach is to establish a single action, asking for only one thing, such as scheduling an appointment, downloading a resource, or contacting directly.

6. Special promotions and discounts

Take advantage of promotions, discounts, and packages to attract new patients.

Facebook users love exclusive or limited-time offers; advertising such content encourages interaction and conversion.

7. Strategic use of surveys and questions

Encourage participation through surveys and questions on your social media, then use those insights to create powerful ads focused on your audience's specific needs.

Audience opinions can help design new strategies and are vital for strengthening community connections.

8. Intelligent retargeting

Implement retargeting campaigns for users who have previously interacted with your page.

Reinforce the message and offer additional content that can boost conversion.

9. Events and live streams

Organize virtual events or live streams to engage your audience in real-time. Invite them through an ad that highlights the value of the event—what you will provide for them by attending.

In live streams, you can address live questions, showcase medical procedures, or introduce your team. Such content is useful for building trust and closeness.

10. Continuous monitoring and analysis

As a final point, use Facebook's analytics tools to evaluate the performance of your campaigns.

Adjust your strategy based on the collected data, identifying which content and approaches resonate best with your audience.

Metrics will reveal which of your strategies are yielding the most results.

Interesting Facebook strategies and statistics

Regarding metrics, numbers, and strategies, here are some technical data that may be useful:

1. Facebook PPC Strategy

Experiment with new ad placements to achieve better performance.

The cost per click can vary by up to 700%, depending on the selected ad placement. For example, showing your Facebook ads to people through the Audience Network is much more cost-effective than advertising on Instagram.

However, this doesn't guarantee the best results, so you should experiment with different placements to determine which has the lowest cost per conversion and the highest ROI.

There are nine different Facebook ad placements available for inserting your ads:

• Facebook Desktop Newsfeed
• Facebook Mobile Newsfeed (right column)
• Facebook Instant Articles
• Facebook In-Stream Videos
• Facebook Suggested Videos
• Instagram Feed
• Instagram Stories
• Facebook Audience Network

2. Combine Facebook and Google Ads

Even though Facebook ads and Google ads are often managed on different platforms, you can combine both for enhanced results.

Many brands have seen significant results by using the following PPC strategy alongside other Facebook advertising strategies.

3. Facebook mobile statistics

• Mobile Access

At least 79% of Facebook users access the site only through mobile devices.

Approximately 96% of visits are made from smartphones.

• Software

80% of Facebook followers use mobile devices with Android software, and 14.3% use iOS.

• Desktop Access

While desktop access is low, longer usage periods occur there, so consider them when designing your strategy.

• Advertising

94% of advertising revenue and consumption comes from mobile access, so brands should use creative ads that display well on mobile devices.

4. Facebook Ad statistics

Analyzing how users interact with ads and the impact they see from them reveals:

• Facebook ads account for 80.4% of referrals to e-commerce sites and retail stores in the United States.
• A Facebook user clicks on at least 11 ads per month, showing their willingness to interact with ads directly relevant to them.
• The average cost per ad has decreased significantly in 2020, although it has increased recently.
• In general, brands can reach approximately 2.14 billion users on Facebook through ad systems.
• On average, the click-through rate ranges from 1.05% to 3.42% in Facebook Ads, varying by the user's age.

5. Video marketing statistics

• Optimized Videos

Using videos optimized for mobile devices, with a vertical format, adds more value to the brand and is 27% more effective.

• Video Advertising

At least 50% of Facebook's advertising revenue comes from video, indicating that users consume video ads on the platform.

• Facebook Live:

Facebook Live has 6 times more engagement than standard videos, responding well to live video and serving as a means to establish a relationship with audiences.

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We hope this information is genuinely useful for designing a digital marketing plan on Facebook that yields good results.

If one of your goals is to advertise on social networks and achieve good web positioning, Medical Marketing can assist you.

Our specialty is creating specialized digital marketing plans for clinics and medical practices.

Get in touch, and we'll help you!