5 Ways to Utilize Facebook for Healthcare Marketing
Marketing on Facebook is one of the most common ways that businesses reach potential consumers. For healthcare professionals, though, utilizing the platform is complicated by ethical guidelines. Each area of healthcare must abide by various rules and regulations. For example, there are HIPAA requirements, OSHA regulations, AMA, APA, and many more. But healthcare professionals still need to advertise too if they want to keep their practice open. So they need to get a little creative.
Whether you are running a physician’s office, a medical spa, a dentist’s office, or a therapeutic practice, social media advertising can be a benefit to you. Here are five creative ways to effectively advertise on Facebook.
Positive Imagery using graphic design and stock photography
It is important to use emotionally-positive images on your website and social media pages. In healthcare, your target consumers are people coming to you with needs that are often scary and overwhelming. They want to see images of a supportive and caring environment.
The main problem in the healthcare industry is policies which prohibit pictures of patients. While a restaurant owner can walk around their property with a camera, that same behavior would be completely inappropriate and unethical in a healthcare setting. This leaves healthcare marketing professionals with the task of finding other options. For example, they may use stock photographs and/or create their own graphic images. Luckily, there are many incredible stock photography websites and graphic design platforms that you don’t need to be a graphic designer to utilize.
2. Take advantage of videos - especially animation.
As mentioned above, it is usually impossible to get real images and videos of patients. But this doesn’t mean you are out of options to utilize the many benefits of integrated videos. Video imagery is highly engaging to potential consumers and chalk full of benefits for your organization. Once a video is embedded into your website it will boost your search engine rankings. Videos also add credibility to your brand.
But first, you need a video. Without access to real patient pictures, healthcare marketing professionals need to get creative. A great way to showcase your brand without jeopardizing the privacy of your patients is to create animated videos. This can come in the format of an about video. You can also create presentations that inform your audience about your area of expertise. For example, a cosmetic dentist can create a video about the ways in which smile enhancement boosts confidence. The video will be more engaging by using an animated presentation.
3. The Magical Targeted Advertising Platform
Facebook’s Targeted Advertising platform is truly a work of art. Facebook provides many tools to learn more about your audience. You can learn about their age, gender, and interests other than of your service. With an understanding of the features on Facebook’s Targeted Advertising platform, you can find exactly the customers who are looking for your services.
Let’s say you are a therapist who works with clients going through major life changes like job loss or divorce. You may also know that your clients are primarily within a certain age range. Using Facebook’s platform you can showcase your facebook page, website, or original content. More importantly, ensure that content lands on the Newsfeed of potential clients who recently experienced a life-change in the right age bracket.
4. Create useful Lead Magnets
Lead Magnets are a great type of post to utilize on your social media platform. Let’s say you have 1000 followers on facebook but you only have 100 email contacts. It’s likely that your email campaigns aren’t providing enough return. But what if you could turn your Facebook followers into email contacts? To do this, healthcare marketers need to create a Lead Magnet. A Lead magnet is a piece of information that is valuable enough to the consumer to offer their email address in exchange for the content.
Here is how it works:
A physical therapist might create a PDF document with a visual representation of basic exercises people can do to ease pain in their shoulders. Once there is a landing page to promote this PDF doc, the healthcare marketer posts that link to facebook. And to receive the PDF, the person must give their email address. Now, that email address is saved for future marketing campaigns. You know that this person is a potential consumer because they have already expressed interest in exercises related to physical pain. Down the line when they are in the market for a physical therapist, your email may remind them to book an appointment.
5. Tell stories in a captivating way
Even if you can’t talk about your patients specifically, you can still write stories about experiences. If you want to talk about a common experience your clients are having, try writing it in a narrative. Some of the most captivating books ever written are stories written by physicians about the illnesses they treated and how those instances affected their patients’ lives.
Instead of listing off common symptoms, create a fictional character and talk about his or her life. What was their illness or injury like? How did it affect their relationships? Give them a rich back story. By telling a story about a relatable character, potential consumers may identify with the experience. Then they will be more likely to seek your services. For ethical purposes, make sure to note your piece is a fictional representation of a common experience for your patients.
Let us know if you need any help and keep up the great work! -The Brand Plan Team
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