Have you ever thought about investing in Facebook ads in healthcare? Or Instagram ad campaigns that increase conversions? If you are not giving weight to paid advertising on social media, you are missing a great opportunity to reach new potential customers, raise brand awareness, gain conversions and lift your business's revenue.
Consider that Facebook has roughly 1.9 billion daily active users and Instagram 500 million. With figures like these it is clear that social media advertising offers businesses in healthcare an enormous opportunity. Most importantly, Facebook and Instagram advertising in healthcare marketing delivers a higher return on investment than other ad types.
Why Are Paid Social Media Ads More Effective Than Organic Social Media?
Healthcare marketers generally prefer free, organic social media to paid ads. But given that organic posts generally reach only 5% or less of a business's active followers, that means they can reach only a small portion of their potential audience. In paid social media advertising you will have far fewer competitors, which in turn offers your business a significant opportunity to attract far more potential customers and new patients. With that in mind, here are four great reasons to make use of Facebook ads and conversion-focused Instagram ad campaigns in healthcare:
What is in this article?
- 1. Most of your healthcare consumers are on Facebook and Instagram!
- 2. Facebook and Instagram: distinctive advantages in scale and audience targeting!
- 3. With healthcare Facebook and Instagram ads you can market to specific generations!
1. Most of Your Healthcare Consumers Are on Facebook and Instagram!
Consumers looking for trustworthy sources of information on health matters generally turn to people they trust such as family members, friends or community leaders. But today, relying on word of mouth alone is not enough. According to Facebook's data, 25% of consumers use social media to connect with others and make more informed health decisions. That reveals, for many consumers, the necessity of using social media to manage their healthcare and make the best decisions for themselves. It turns out that consumers rely heavily on social media presence when choosing healthcare. Around 60% said they tend to prefer healthcare providers with an effective social media presence. In addition, more than 80% of consumers think a hospital's presence on social media is a strong sign that it offers leading-edge technology. By building a strong presence on social media, catching consumers' attention and showing that they offer leading-edge technology, healthcare providers can therefore attract more patients.
2. Facebook and Instagram: Distinctive Advantages in Scale and Audience Targeting!
As well as giving access to wide audiences, Facebook and Instagram stand out for the high conversion rates they deliver. The average conversion rate for Facebook ads in the health sector is 11%, while the average conversion rate across all industries stays below 1%. Facebook offers a free tool called Meta Business Suite that brings Facebook, Instagram and messaging tools together on a single platform, making it easy to build Facebook and Instagram ad campaigns targeted at healthcare audiences with great precision. The various ad formats and placement options Facebook and Instagram offer for healthcare marketing are used as a highly effective marketing tool.
3. With Healthcare Facebook and Instagram Ads You Can Market to Specific Generations!
Meta Business Suite lets you target healthcare consumers in different ways specific to them and helps you draw them deeper into your marketing process. This tool helps you spot the important moments in healthcare consumers' online journey and persuade them to take a particular action at those moments. It also helps you do better on the following:
Create awareness!
Using Instagram or Facebook ads in the healthcare sector you can introduce your practice to new audiences and cement your position as a thought leader with ads themed around public education and advocacy on various public health matters. By widening your audience and creating awareness you can thereby build a more effective marketing strategy.
Catch interest!
Widening your audience to catch interest and bringing existing audiences together with educational ads that link in a continuous flow to relevant content such as social media posts, shareable blog articles, videos and podcasts can make your marketing strategy more effective. By connecting with your audiences and offering engaging content you can both win new customers and increase your existing customers' loyalty.
Create desire!
To create desire among audiences at the decision stage you can increase conversions by using healthcare Instagram ad campaigns and offering solutions to their problems.
Get engagement!
To catch the attention of potential customers on social media platforms and move them to act, you can increase conversions with ads presenting patient testimonials, treatment examples and similar subjects.
Who Creates the Facebook and Instagram Ads?
If you are not a hospital or a large medical practice with a full marketing team, you may need to work with an experienced healthcare ad agency or social media advertising specialist.
Account managers
They manage the agency–client relationship, define your needs and goals, help you choose the overall strategy and budget, and act as an intermediary between the creative and digital teams throughout the campaign.
Creative director
They follow the creative vision by managing the idea, direction, aesthetic and functional components of the ad design. They make sure the social media advertising meets standards and manage the ad design.
Content writer
These professionals write clear, concise content for social media ads, blogs and websites, catching readers' interest and encouraging them to book an appointment, call your office or visit your website.
Graphic designer
They create new designs, persuasive visual content, graphics and layouts to strengthen your brand image and drive the actions you want.
Photographer
The visual telling of your healthcare services can be done with the right photographs and videos. The photographers and camera operators who will do this job well offer a different, attention-catching approach that makes people choose you. In your paid social media ads, high-quality images can be an effective way of strengthening your brand's online image by showing people how they can find solutions to their common problems.
Social media marketing specialist
A paid social media marketing specialist develops and optimises targeted social media ad campaigns and delivers more traffic and conversions. They also track and evaluate your investment decisions on your social media ad campaigns.
If you want to attract more patients, generate more leads and increase your profit, paid social media advertising should be an indispensable part of your health industry advertising programme. Work with a healthcare marketing agency like DijitalPi to make your life easier and more profitable. Get in touch with us now.
