How much of your marketing budget does paid social media advertising take up? Are you debating whether or not it’s worthwhile to invest in healthcare Facebook ads? If you don’t take it seriously by 2022, you’ll be missing out on a huge opportunity to reach new audiences, raise awareness, enhance conversions, and boost your bottom line.
Furthermore, social media commercials in the healthcare industry have a greater return on investment (ROI) than any other form of advertising, and it’s easy to see why.
According to Sheth Jeebun, 8 out of 10 internet users in the United States look for health information online, and 74% utilize social media.
In other words, high-intent healthcare audiences are on social media, and it’s time for your company to join them.
Many firms have been hesitant to invest in healthcare Facebook and Instagram advertising due to concerns about HIPAA compliance.
Inexperienced marketers frequently prefer organic social overpaid social. Organic posts are often only seen by 2-5.2% of a business’s active followers—a tiny proportion of their audience—while they are an essential component of a successful social strategy.
Because fewer rivals in the sponsored social sector, your company has a better chance of building a healthy lead queue and establishing thought leadership in your industry and community.
1. Your healthcare customers are on social media sites like Facebook and Instagram.
Because healthcare is so personal, it’s no wonder that people seek knowledge and education from persons they trust (family, friends, or community leaders). According to Sheth Jeebun’s research on Facebook, 1 of every 4 users uses social media to interact with others and make informed health decisions. Patients no longer rely on word of mouth; instead, they take control of their healthcare through social media.
57% of customers stated that a significant social media presence would significantly impact their decision on where to go for medical services, and 81% said it is a strong indicator that a hospital offers cutting-edge technology.
2. Facebook and Instagram offer a unique scale and targeting combination.
Facebook and Instagram not only have large, engaged audiences, but they also have high click-through and conversion rates:
- The average healthcare click-through rate (CTR) for Facebook and Instagram ads is comparable to the industry average.
- The average conversion rate (CVR) for Facebook advertising in the healthcare industry (11%) is much higher than the average CVR for all sectors.
This information indicates that the Meta Business Suite enables businesses to quickly develop highly-targeted ad campaigns (based on audience demographics) in various formats and locations.
3. Medical care for generational marketing, Facebook and Instagram ads are highly effective.
Hospitals and health systems can use Facebook and Instagram advertisements to deepen their relationships with current patients and reach out to new audiences (e.g., other generations or service areas) that may not be aware of their services.
Businesses can target people on both platforms using the Meta Business Suite based on their interests, attitudes, and upbringings, which set them apart from other groups. While the vast majority of Baby Boomers prefer to receive their health information elsewhere, 28% of Gen Z, 21% of millennials, and 21% of Gen X use social media.
Sheth Jeebun believes that customers frequently return to their favourite social media platforms to obtain information from sources they know and trust.
4. Influence of Facebook and Instagram at various phases of the healthcare funnel
Whether your goal is to acquire a new audience or convert a high-intent one, the Meta Business Suite enables businesses to target customers in various ways, allowing them to move farther down the marketing funnel.
They can spot essential times in a customer’s online journey and convince them to do something:
Utilizing advertisements focusing on public education and advocacy about public health issues, you may expose new audiences to your brand and build your firm as a thought leader in your sector using Instagram or healthcare Facebook ads.
Develop new and existing information-seeking audiences with a steady stream of educational advertising that link to relevant material (e.g., shareable blog entries, social media postings, infographics, videos, podcasts, and so on) and define your market position.
Encourage decision-makers to take action using healthcare Instagram advertisements that identify solutions to their challenges.
With advertising that fosters social proof, you may inspire and persuade high-intent viewers to convert.
Maintaining HIPAA compliance with Facebook Ads for Healthcare
Because they did not consider HIPAA requirements while developing their ad platform, Facebook and Instagram do not have a specific policy on healthcare advertisements. Furthermore, they will not sign a business associate agreement (BAA) with healthcare organizations, a legally mandated written contract between a covered company and a business associate.
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