5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE … · 5 facebook campaigns your hospital should be running right now strategies and tips from true north custom

5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOWSTRATEGIES AND TIPS FROM TRUE NORTH CUSTOM

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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW

According to the Healthcare Insight

2017 State of Healthcare Content

Marketing Report, 75 percent of

healthcare marketers are using social

media advertising, and 86 percent

of them have indicated at least

some level of difficulty in proving the

effectiveness of these campaigns.

75%of healthcare marketers use social ads.

86%of the above 75% have at least some level of difficulty proving the effectiveness of these campaigns.

To help you use Facebook advertising more effectively,

this e-book outlines five types of Facebook campaigns

that are proven to nurture Facebook users from prospects

to satisfied patients and boost your bottom line.

Facebook is one of the most targeted and cost-effective

tools you can use to reach your audience. It is heavily

used by healthcare marketers, even though measuring its

effectiveness can be challenging.

But first, let’s take a look at how those targeting tools

work—how Facebook targets users and how you can use

it to reach your audiences—then break down the anatomy

of a Facebook ad.

FacebookMarketing


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FACEBOOK TARGETING METHODS

Location

You can reach customers based

on where they live or do business

with you. Target ads by country,

state, zip code, or even the area

around your business.

Demographics

You can choose the audiences

that should see your ads by

age, gender, interests, or the

languages they speak.

Interests

When people are interested in

what your business does, they’re

more likely to take action on

your ad. Hundreds of categories

like music, movies, sports,

games, shopping, and many

more help you find just the

right people.

Look-alike Audiences

This option lets you create a

targeting category on Facebook

based on a profile of your current

customers. It’s a great way to use

the insights you’ve gained from

your Facebook marketing to find

more people who will benefit

from your products and services.

Connections

This is how you reach the people who

like your page—and their friends. It’s

an easy way to find a broader audience

that might be interested in your

business.

Partner Categories

Through targeting options provided

by third-party data partners, you can

reach users based on offline behaviors,

such as owning a home, being in

the market for a new car or being a

loyal purchaser of a specific brand

or product.

Custom Audiences

Facebook’s targeting tools also help

you find your existing customers

among all the people who are on

Facebook. You can create a custom

audience using a customer contact

list, your website traffic, or activity in

your app.

Behaviors

Customers can be identified based on

the things they do online—such as

shopping behavior, the type of phone

they use, or if they’re looking to buy a

car or house.


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LINK DESCRIPTIONThe link description is

automatically pulled from your landing page’s meta description but can be customized to best engage the reader to click the

CTA button. This example directly addresses the user with questions about joint health and addresses

the benefits of taking the joint assessment.

THE ANATOMY OF A FACEBOOK ADOne more thing before we get to the secret sauce. A Facebook ad’s format can vary depending

on the ad type and the media you place within the ad. The example below is an ad intended to

drive the user to a landing page. This sample has only one image, but Facebook ads also allow

for a carousel of panels on the ad, a slideshow of photos, or video.

CTA BUTTONFacebook has a

set list of CTA buttons but enough choices to

select something relevant to your offer. Other options include “Download,” “Sign

Up,” “Contact Us,” and more.

IMAGEYou can upload custom images or choose from

Facebook’s Shutterstock library. If you use a custom image, make sure you have the license or permission

to distribute. Images cannot include more than 20 percent text. If you

choose to use an image with readable text, such as a sign,

you can test it in the overlay tool.

URLThis is

automatically pulled from your landing page’s

URL but can be customized. For example, you could change

the URL in this ad to read Sceniccityhealthare.com/

joint-assessment

DESCRIPTIONA snippet of text that appears beneath your

page’s name and logo. An effective description should

clearly and concisely state your offer and what you want the

user to do. Ad creators provide their own

description.

HEADLINEThe headline is

automatically pulled from your landing page’s title

tag but can be customized. We recommend reiterating the offer your ad is selling

to the user, as in this example.

For all Facebook ads, the components are

the same:


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A WORD ABOUT TRACKING YOUR ADSThe Facebook ad editor has an optional section you can use to create your own UTM

parameters—bits of code used to track the effectiveness of online marketing campaigns

across traffic sources and publishing media. UTM parameters allow you to segment the

specific campaign, source, medium, and content of your website’s traffic.

HERE’S WHAT THEY LOOK LIKE:The Link You See The Embedded UTM Code

www.sceniccityhealthcare.com/joint-assessment?utm_source=facebook&utm_medium=ad&utm_campaign=q2-ortho

You can create UTM parameters using Facebook’s UTM tool built into the ad editor,

or another tool like Google’s URL Builder, which can help you connect your website’s

traffic to paid media such as Facebook ads. If you use a URL builder, paste the full URL

(including UTM parameters) into the Facebook ad editor, rather than using Facebook’s

UTM tool.


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UNDERSTANDING THE STAGES OF AWARENESSScheduling a procedure, such as a joint replacement, is not as simple as adding a

product to your online cart and clicking “Checkout.” Healthcare decisions are emotional,

potentially risky, and require a lot of research before your prospective patients are ready

to make a decision. Healthcare consumers have more options than ever, and many

insurance plans incentivize them to shop around for the best care at the best price.

Rather than using ads only to book appointments, you can use ads to nurture your

prospective patients from one stage of awareness to the next. This way, you can be with

them through the whole decision process, rather than showing up at the very end after they

have engaged with competing hospitals and started building relationships with them.

1 ADS FOR THE UNAWAREThese ads are for people who have never heard

of your hospital or the services you offer.

Ads for the unaware should:• introduce your brand

• make a great impression

• name the prospect’s problem

• move the prospect from unaware to

problem-aware

Here’s a local awareness ad that targets

families who have just moved to your hospital’s

service area.

1Unaware

2Problem

Aware

3Solution

Aware

4Product Aware

5 Most Aware

5 FACEBOOK ADS FOR 5 STAGES OF AWARENESSHow do prospects become patients? It doesn’t just happen—prospects move through

five stages of awareness. (The idea that prospects go through a process on the way to

becoming customers can be found in many forms and from a variety of sources. We like this

formulation, from Copyhackers.com.)


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2 ADS FOR THE PROBLEM-AWAREThese ads are for people who are aware they

have a problem but are unaware that your

hospital can solve it.

Ads for the problem-aware should:• address the prospect’s pain or problem

• introduce solutions

• move the prospect from problem-aware

to solution-aware

This ad is for people whose joints are

bothering them but are not yet aware of

specific solutions. This ad addresses that

pain (your sore knees may prevent you from

hiking) and offers a free assessment to see

what solutions are right for the user.

3 ADS FOR THE SOLUTION-AWAREThese ads are for prospects who know they

have a problem and are researching solutions.

Ads for the solution-aware should:• introduce specific and actionable

solutions

• move from solution-aware to

product-aware

This ad promotes an e-book about joint

replacement surgery. Resources like these

will give people the information they crave

and establish your hospital as an expert on

the topic.


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4 ADS FOR THE PRODUCT-AWAREThis is the where the doctors, technologies,

and services that set your hospital apart

come in—not until the second-to-last stage

of awareness. Now that the user is familiar

with your brand and the solutions you

provide, this would be the best time to invite

them to an event or consultation to meet

your orthopedic surgeons, tour your facility,

and start making plans for their procedure.

Ads for the product-aware should:• introduce your specific products

or services

• provide a harder call to action

• move from product-aware to

most-aware

5 ADS FOR THE MOST-AWAREThis is the closer. Need to convert

those seminar attendees to make an

appointment with the doctor? This is

the kind of ad you should serve them.

Ads for the solution-aware should:• alleviate doubt and risk

• make it easy for the prospect

to buy

• close the deal


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THE BOTTOM LINE1. Facebook allows for some of the best targeting by using specific demographics,

custom lists, and remarketing techniques.

2. Facebook has a variety of campaign types and ad formats to fulfill your

marketing goals and engage prospects at any stage of awareness.

3. Less is more. Stick to one audience, one offer, and one goal.

4. Always be testing, learning, and iterating. The more you learn from your

successes and failures, the better you can target your audience.

Learn more about how Facebook advertising can grow your key service lines. Contact Jason Skinner, True North Custom CMO, at (423) 305-7692 or [email protected].

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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE … · 5 facebook campaigns your hospital should be running right now strategies and tips from true north custom