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May 22, 2019 · 6 Things to Consider With Healthcare Paid Social Media Strategy

Finding your marketing stride in a fast-paced digital world is challenging enough. Layer in health care marketing and you have a whole new set of limitations, nuances, and hills to climb. But there are ways to navigate these challenges and bring your social media marketing strategy to the next level.


With so many social media platforms to choose from, don’t be afraid to experiment. First, determine your primary objectiveare you aiming for engagement and awareness, generating patient appointments, or patient referrals? Test these objectives across different sites and determine which platform drives your desired performance. On the flip side, just because a social platform exists doesn’t mean you have to have a presence there. Go with what makes the most sense for your target audience, your objectives, your budget, and your resources.  

Develop a Strategy to Track Your Data

Even if you don’t have a sophisticated CRM system on the back end, tracking activity on social media is very accessible. Free tools like Google Campaign URL builder and Bit.ly provide valuable data for making informed decisions. Build out a template and naming convention for your URLs and stick to it. This will help keep your data tidy and readable.

Make Friends with Legal

With healthcare data sensitivities and rising concerns around data privacy in general, take caution when it comes to any type of data tracking or retargeting efforts. Always consult with your legal and compliance teams before placing any cookies or trackers on your website, or uploading audience lists to any platforms. It is important to have a clear understanding of where your legal team sits on the subject.

Use Your Tools

Take advantage of the out-of-the-box tools many social platforms provide and find creative ways to use them. If your media budget is limited (or non-existent) use tools like Facebook slideshow, or the video creation kit to turn your existing assets into lightweight video.  Tell a story using LinkedIn or Instagram carousels; explore the Facebook Canvas Builder etc… These tools require time and planning but with practice, you’ll be able to build out templates and guides that work for your business to make the process quick and simple.

Test Test Test

Test everything. From creative assets to body copy and headlines. From calls to action to landing pages. Test campaign objectives, audience segments, and budget optimizations. The options are limitless and can be overwhelming. But take a scientific approach and focus on one variable at a time.


Find synergies amongst your marketing, communications, and service line teams. Align your content priorities. Use a combination of organic and paid social media to amplify reach and tell the same story. Take time to connect regularly and communicate strategy, execution, and results. Learn from each other and share in the failures and successes.

About the Author: Cindy Elliott is a senior marketing specialist at Mayo Clinic, focusing on social and digital ad strategies.

Jul 5, 2018 · Facebook Cuts Third-party Data from Ad Targeting

In the wake of the Cambridge Analytica/Facebook scandal earlier this year, Facebook is making significant changes to the advertising platform. In an attempt to mitigate the crisis, Facebook is removing third-party data from its ad targeting. The purpose of this change is to maintain a proactive stance on the privacy front, and win back users’ trust. The recent GDPR implementation has also played a key role in this decision. If you are unfamiliar with the GDPR, read our recent post here.

Partner categories (or third party data) include information on people based on activities outside of Facebook. Insights like retail purchase behavior, home ownership, and household income, for example. Around half of Facebook’s 1,200 targeting points come from third party sources.

The schedule of changes as published by Facebook:

July 2, 2018 – Partner Categories will no longer be available for campaign creation, editing, or duplication.

October 1, 2018 – No campaigns will deliver to Partner Categories

Though new campaigns cannot be created using partner categories after 7/2, existing ad sets will still deliver to those targets until 10/1.

All targeting is not lost, but marketers will have to be more creative and nimble with target models than ever before.

Sep 19, 2017 · Getting "null" instead of $ when try to do Facebook boosts in Platforms, Software, and Tools

Darn, I don’t have any experience personally in boosting Facebook events @mikeboehmer57 and @audreylaine but you could reach out to Facebook Ad Support. If you go to Help >> Contact Us >> and scroll all the way down the page there should be a few options for outreach.

Sep 19, 2017 · Targeting locations with Facebook Ads Manager in Platforms, Software, and Tools

Hi Mike,
You can set your targeting at the Ad Set level. Facebook uses the following hierarchy – 1.) Campaign = your ad objective, whether it’s website traffic, engagement, app installs etc… 2.) Ad Set = this is where you will set your budget and your targeting 3.) Ads = this will cover your creative. You may have multiple ads within an ad set. If you have 9 different targets you would like to reach, and all are using the same ad objective (website traffic for example) you would create 1 campaign with 9 different ad sets. I find it’s easy enough to create your first ad set, and then duplicate it as many times as you need to, adjusting each ad set depending on your variables. Hope this helps!

Aug 29, 2017 · Winning Facebook Strategies: 5 Powerful Ways To Leverage Your Results & ROI

Looking forward to this webinar! I always enjoy Mari’s insights and energy.

Dec 21, 2016 · LinkedIn paid ads in Give & Get Advice

Hi, we’ve done a little testing with sponsored content on LinkedIn, with the goal of driving patient demand. So far, we haven’t found our sweet spot. And I have found CPC to be 5 times higher than Facebook. We have since shifted our focus to testing LinkedIn as more of an engagement/awareness tactic. We are just starting a pilot. Similar to Facebook, LinkedIn uses a bid auction. LinkedIn will provide a suggested bid range. I would suggest landing in the middle to remain competitive and for the best chance at winning the auction. You would just have to test what works best. Good luck!