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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOWSTRATEGIES AND TIPS FROM TRUE NORTH CUSTOM
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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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
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW
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.
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW
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:
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW
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.
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW
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.)
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW
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.
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW
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
strategy + content + resultsT R U E N O R T H C U S T O M . C O M©2016 TRUE NORTH CUSTOM | ALL RIGHTS RESERVED.
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5 FACEBOOK CAMPAIGNS YOUR HOSPITAL SHOULD BE RUNNING RIGHT NOW
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 jskinner@truenorthcustom.com.
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