We recommend medical practices have one device where social platforms are logged in and only that device is used to capture content to be posted. Content should be reviewed to ensure HIPAA is being protected prior to posting. Any employee/work owned devices should not have any personal accounts.
Welcome friends from the Middle East! We are excited to have you join our amazing group of healthcare marketing enthusiasts and strategist. We look forward to developing relationships and sharing international strategies. Welcome to the Mayo Clinic Social Media Network Family.
Aug 26, 2019 · Facebook Advertising: Become an Expert
Christy Owenby will present “Instagram, Twitter, Facebook, LinkedIn Advertising – Become an Expert” at the Mayo Clinic Social Media Network 2019 Annual Conference. To learn more from Christy and other expert speakers, please join us!
Social media has changed the way physicians and healthcare
organizations are reaching patients. With over 1.59 billion people logging onto
social media daily, the opportunity to increase your healthcare brand’s
exposure and reach potential patients is limitless.
social media marketing, healthcare
professionals and marketers have the ability to precisely target audiences
using filters such as interests, location, life events, connections, demographics,
retargeting, and even an individual’s online or device behavior.
Let’s take a deeper look into how you can reach new patients
and grow your practice with advertising on the most popular social media
Facebook is the largest social media platform in the world! If you haven’t been taking advantage of placing ads on Facebook, it’s time to start. Engaging content, dynamic images and videos will increase awareness, establish trust and build relationships with current and potential patients. Let’s review ways you can create a successful Facebook ad and earn a very healthy ROI.
advantage of Facebook ads is the ability to target hyper-local audiences by
location. Why not find new patients in your area? You’ll do this inside
Facebook Ads Manager by creating ads that can target a specific country, state, city, congressional district, and even
Facebook even allows you to pin a specific area (or exclude locations) for more precise geo-targeting. You are also able to reach people who are new a specific area, first-time home buyers or looking for real estate within the location area defined in your ad.
an audience based on interests is another important strategy for healthcare
professionals. An audiologist may want to target Facebook users interested in
American Sign Language. Pediatricians can narrow down their reach to those who
like Parenting Magazine or are interested in kid activities. Plastic surgeons
may target women interested in beauty and fitness. A spine surgeon may run an
ad specific to users who have an interest in spine health or scoliosis. Do you
see where I’m going with this? Within each medical specialty, a healthcare
organization or marketer can successfully reach patients by targeting their interests.
the easiest and quickest strategy to increase visibility, reactions, shares,
and comments on Facebook is called “Boosting”. Essentially, “boosting content”
are ads you create from a post already on your Facebook page.
is a terrific idea to stand out on already crowded news feeds; and boosting will
give your post just what it needs to be seen – a BOOST. You can boost almost
anything you want– an announcement, promotion, video or call-to-action, as long
as your content complies with Facebook guidelines.
gotten users to visit your website from an ad. Now it’s time to retarget them! The
Facebook Pixel is an excellent strategy for retargeting. With the Facebook
Pixel, when someone visits your website and takes an action, your pixel is triggered
and reports this action within your Facebook Ads Manager. With this
information, you can optimize campaigns and
build audiences for improved ad targeting. You can create custom
audiences on Facebook that automatically populate with users who have visited
your website (or another specified landing page) by way of a Facebook click. Retargeting
your audience is especially helpful if you’ve recently had a post go viral and
want to recapture that attention again!
Facebook advertising is made simple, but it is not without limitations. Did you know that Facebook does not like visual ads with over 20% overlay? This can pose a challenge for those who want to send a very precise message. But with a little imagination and the creative expertise of a healthcare marketing firm, it’s possible to create highly effective Facebook ads.
Christy Owenby is a hands-on CEO, Creative Director, healthcare strategist, and DREAMER! She founded MOXY Company to assist individuals and companies with marketing, social media, public relations, brand development, graphic design and much more. Christy was a contributor in the “Best Practices for Pharma Brands” published by Crisp International and is a CME Marketing Educator. She has also successfully completed the Mayo Clinic Social Media Network Social Media Basics for Healthcare certificate and has received the Bronze Fellow designation.
Hi Megan, unless the specific departments will be allocating marketing dollars towards boosting content to targeted groups of individuals, the content will be lost in Facebook's newsfeeds. My recommendation is to create content/post on your main FB Business page that is specific to your departments that are requesting more exposure, and target those posts to the demographics that will reach potential residency applications. Growing an additional specialty page for your hospital will take time and then your exposure will be diluted, rather than have a strong brand presence. Monitoring additional pages will require more eyes – as I'm sure you know can be time consuming. The most effective recruitment tool would be to have your current residents do a quick 30 second video about why they LOVE working at the hospital and post that. Real = Results! 🙂 Hope this helps. – Christy