As with most Medical Marketing efforts, the ability to see an ROI from Medical Social Media Marketing is predicated on the ability to properly execute a refined and targeted strategy.
Below are three reasons your practice should integrate a targeted Medical Social Media Marketing campaign to attract new patients.
With traditional advertising, practices were relegated to the hope that someone in need of orthopedic or spine care would see a print ad and respond. Yet, even when ad campaigns are executed strategically, they are still an inexact science.
But, what if there was a way to show ads ONLY to those with an interest in orthopedic, spine, neurosurgical, etc. care and show it to them multiple times over the most popular online platform? This is specifically what Facebook’s new Interest algorithm makes possible.
Facebook now allows advertisers to target users by Interest. A users interests are cultivated by things like internet search history, website visits and Facebook activity. Below is a sample of how this targeting can be used effectively:
This article was written by Gold Medical Marketing for a spine surgeon in California and discusses the cause and treatments for Sciatica.
- The article was posted onto the physicians website
- An engaging image and headline for the article were created
- Those in locations and radius’ relevant to the practice location were targeted
- Age groups were specifically chosen to help avoid patients without proper insurance
- Interests were cultivated and used to target those most likely in need of treatment for Sciatica
Over a 14 day period, 211 targeted users clicked the article and were sent to the physicians website to read the Sciatica article. By narrowing down the audience, we know that these 211 clicks have a high likelihood of transitioning into phone calls and appointments.
Historically, practices have divided their marketing budgets between digital advertising and traditional advertising. However, as readership and sales among print sales has diminished substantially, the cost of continuing print advertising may not be the best use of marketing budgets. People are consuming more news than ever but instead of opening a newspaper or magazine- they are relying on social media for news and current events.
For the experiment above, the 211 clicks cost about $105 (about $.50 per click), which is a fraction of the cost of traditional advertising. Again, because the readers were targeted based on interests, the ROI on a new patient is further maximized.
It should be noted that although the cost for Medical Social Media Marketing may be lower than Pay Per Click Marketing, it should not replace PPC Marketing but rather serve as a supplement to PPC Marketing.
In years past, one of the largest complaints about Facebook ads was how they were placed on a users page. In many cases, these ads appeared on the right side of the page in a very small box and were not very visible. For ads or promoted content, placement is the most important factor for engagement.
Now, these ads are integrated into a users Newsfeed and appears as organic content (the word “sponsored” appears in barely visible gray lettering at the top of the post). By having these posts appear more organic, users are more likely to click. These ads also appear on both the desktop and mobile versions of Facebook. The ability for advertising to be used across desktop and mobile browsers is imperative as 60% of all social and web browsing is not done via smartphone.
Gold Medical Marketing specializes in various forms of Medical Marketing and Public Relations, including Medical Social Media Marketing. Our knowledge of demographics, psychographics and patient profiles allows us to target marketing and public relations campaigns to the most desirable segments of potential patients.
Too often “marketing companies” focus on one single outlet such as SEO, Social Media, Pay Per Click or Print Advertising. The drawback to this is that patients consume medical information through several means and if your practice is not targeting all available outlets, you are missing out on large segments of the market. Primarily, this is a result of the company not having a familiarity in the Medical Marketing field and attempting to apply the rules of retail or product marketing to medical practices.
If your practice is looking to increase patient volume, please contact us for a No Cost Medical Marketing Review.