Modern marketers can’t afford to stay off Facebook. As the number one digital channel for mobile engagement, Facebook offers the best platform to reach your consumers, no matter your message. But seeing results from the channel, whether you’re looking for appointments scheduled or risk assessment completion, isn’t as simple as throwing ads (and money) blindly up onto the newsfeed. You need a proven strategy for success if you’re looking for any return on your investment. Beyond sub-par creative, which can always affect a campaign’s outcome, there are three major reasons your Facebook ad won’t work.
1. You’re wasting money on the wrong people. Maybe you’re sending your bariatric service line ad out to an entire geographic area. You may be getting lots of impressions, or putting your message in front of a large group of people, but you’re probably also getting a very low click-through rate. Which means you’re spending a lot of money for a very small end result, because a wider audience is a wasted audience in healthcare marketing. The real advantage of advertising on a channel like Facebook is not the magnitude of the target audience but your ability to target a relevant audience and identify extremely accurate and hyper-targeted audiences. You can identify a smaller segment of the population that’s more likely to engage with your campaign and spend your money in a more focused and effective way by putting your ads in front of those people only. Advanced models for this type of segmentation include propensity recipes for keyword searches, service-line specific keyword targeting and social identification based on likes and interests as well as keywords.
2. You aren’t tracking leads all the way through to conversion. Once you’ve identified your ideal audience and are getting a good number of clicks, your job isn’t over. A big part of proving success for digital campaigns is the follow-through, making sure your clicks transition into appointments, sign-ups and downstream dollars. In order for your Facebook ads to work, you need to integrate your campaigns with real-time lead management practices. Real-time lead management helps keep your leads in the pipeline, so you can see if a potential patient drops out before actually scheduling an appointment. When you know when and where you’re losing leads, you can reach out to reengage. Plus you don’t have to wait until a campaign is over to know where you’re winning or losing. Digital advertising’s advantage over traditional print campaigns comes from the access to data on what’s working, and what’s not, in real-time. And you can make adjustments to improve your messaging or targeting in the middle of a campaign if necessary, so you’re not wasting budget on an ineffective ad.
3. You’re treating all service lines the same. If you’re managing digital campaigns across Women’s Services, Cardiology and Orthopedics, do you know what imagery, keywords and strategies on timing and personalization work best for each individual service line? Do you even have the time to dive into the differentiators to identify your ideal audience for every service line and find the message most likely to get them to click? Obviously you know a knee surgery candidate generally looks different from a woman researching in vitro providers, but finding the most efficient way to engage both consumers takes time and experience.
Influence Health has the only healthcare-specific partnership with Facebook, giving our clients deeper access to identifiers for Facebook campaigns along with a wealth of knowledge and experience from the hundreds of service lines that Influence Health has deployed. Our Persuade multi-channel campaign management solution helps drive brand awareness, makes finding and acquiring the most desirable patients easier and assists you in keeping your current patients loyal and engaged. We partner with our clients every step of the way, from campaign creation to lead management, to help make the most efficient use of marketing budgets.
Learn more about Facebook advertising strategy and how one hospital’s decision to change plans mid-stream cut their ad spend by two-thirds and increased their click-through rate 200% by downloading our webinar, Digital Channels for Service Line Growth.