Most healthcare professionals have been slow to jump on the ‘social media train’, we touched on this in our previous post Should Healthcare Providers Use Social Media?. But simply using social media will not immediately translate to sales, it’s a slow (but necessary) process of creating a welcoming brand image.
For immediate, and most importantly – measurable – sales and ROI, running social media ads are a must. These help you get your message straight to your specific demographic (age, sex, interests, location), and currently, there is none bigger than Facebook.
Facebook has been dominating the social media world since its inception in 2004. It has had steady user growth every year, and shows no signs of slowing down. This large pool of participants (young and old), is a fantastic platform for healthcare professionals to advertise. Let’s take a look at just how many people are currently on Facebook:
Facebook Users (millions)
Since surpassing A BILLION users in 2012, Facebook has continued to rise exponentially. Not only are these staggering numbers great for advertising a service or business, but what is most important is that Facebook leads the way in daily user engagements as well. According to a study from the Pew Research Center, 70% of U.S. Facebook users access the site daily. This crushes second-place Instagram at 59% and leaves Twitter’s 38% in the dust.
Ok, so we know there is a large and diverse pool on Facebook, but how does this translate to sales?
Currently, Facebook is arguably one of the best platforms to advertise on. The reason for this is data, and leads. Let me explain:
On instagram, twitter, and Pinterest, when you create a profile you really don’t fill out much about yourself. Probably the most useful information to an advertiser is your location. But this isn’t the case on Facebook:
On Facebook, you fill out your age, sex, education level, interests, and so much more. This is a gold-mine for advertisers, because no time is wasted in trying figure out where your preferred demographic is hiding. It’s all right there at your fingertips, and can be plugged in when running a Facebook ad.
Are you a Sports Physical Therapy clinic? Try targeting college aged Facebook users with an effective ad, or a limited-time offer. Are you a Dermatologist that wants to focus on cosmetic services? Upper middle-class women are probably your target. Veterinarian? Maybe families are your target demographic.
The point is, whoever your specific demographic provides services for can be aggregated and advertised to specifically with Facebook advertisements. Combine this, with being able to choose the distance from your office or clinic you want to target, and you have an effective ad that will have new patients in your waiting room in no time.