Social media helps us connect and share information, immediately. Healthcare organizations that tap into social advertising’s potential can help grow their organization and service line business while promoting better health among their population. Learn best practices, audience insights, and practical tips for success.

1. THE MANY
FACES OF
FACEBOOK
Healthcare Service Line
Marketing Tips

2. Social media helps us connect and
share information, immediately.
Healthcare organizations that tap into
social advertising’s potential can help
grow their organization and service
line business while promoting better
health among their population.

3. But when you have multiple service lines,
individual provider reputations, and your
overall brand to manage, you need concrete
strategies for social marketing to ensure your
efforts don’t get lost in the void.
You need a deep understanding of the channel, its
potential, and how to translate your message for a
purely social audience.

4. FACEBOOK IS THE BIGGEST
PLAYER ON THE FIELD
When it comes to healthcare consumer social engagement,
1.13 billion daily active users
2.01 billion monthly active users

5. 1 in 5 page views in the US happens on Facebook
5 new profiles are created every second
Average 20 minutes, per visit, spent on channel
70% of users log on daily
43% of those users log on multiple times a day
FACEBOOK’S REACH
IS IMPRESSIVE

6. Be relevant, useful,
interesting, and uniquely
designed for consumption
on a social platform.
FACEBOOK JUST
KEEPS ON EXPANDING
So the question becomes, how do you
stand out from the noise?

7. FACEBOOK IS GOOD FOR
Building brand awareness
Delivering content i.e. “Download a Guide,” “Take a
Risk Assessment,” “Attend a Seminar”
Driving consumers to landing pages for conversion

8. FACEBOOK IS NOT
GOOD FOR
Scheduling appointments
Facilitating private medical conversations
with patients

9. SO, WHO
EXACTLY
IS ON
FACEBOOK?
76%
of females
66%
of males
29%
between ages 25-34
Traffic is highest
midweek between
1-3PM
Mobile traffic
has grown
23%

11. Promote healthy choices
Choose images that show the positive
side of issues, i.e. recovery, feeling better
Think short and sweet, like a tweet,
for content length
Use statistics to let people know
they’re not alone
FACEBOOK DOS
Health System
Don’t wait to get better. Health System offers same-day primary care
appointments

12. Appeal to fears and insecurities
Make people feel targeted or judged
Post images of scales, tape measures, etc.
Use “you” or “your”
5 minutes ago
Like Comment Share
Health System
Get rid of the extra weight you’ve been trying to lose
FACEBOOK DON’TS

13. TOP
PERFORMING
CONTENT BY
SERVICE LINE
5 minutes ago
5 minutes ago
Like Comment Share
5 minutes ago
Like Comment Share
Each service line has different
nuances to keep in mind when
advertising on Facebook.

14. BARIATRICS
Events and
patient stories
CARDIOLOGY
Appointments
and screenings
PRIMARY CARE
Convenience and
nearby locations
UROLOGY
Importance of
regular exams
NEUROLOGY
Information and
prevention tips
ORTHOPEDICS
Patient success
stories
ONCOLOGY
Health risk
assessments
WOMEN’S
SERVICES
Age group-
specific content
TOP PERFORMING CONTENT BY SERVICE LINE

15. Because we’re talking healthcare, you
have to have a plan to keep patient
privacy and HIPAA compliance in
place. You need an entirely
HIPAA compliant ecosystem
and dashboard that notifies you when
there’s an issue or comment you
need to address and lets you respond
directly within the platform.
WORD OF
ADVICE

16. CONGRATULATIONS
You’re running a successful service line
campaign on Facebook. Now what?

17. Do you have a
lead management
system in place to handle
the follow-through of
inbound leads?
Are you aligned
to make sure
your marketing efforts
show ROI with booked
appointments?
Do you have
the organizational
capacity to handle a flood
of new appointments?
Are your contact
center and provider
offices coordinated to handle
marketing leads in a
timely manner?

18. Measurement and testing are essential, but what
campaign elements should you test (and how often
should you test) to ensure you’re on the path to success?
TESTING, TESTING: 101
Spend: check daily
A/B variations: check weekly
Click-through rate: check monthly
Cost-per lead: check monthly
Frequency: check monthly
Facebook’s relevance score: check monthly

19. Understanding how your organization defines
success will help you understand when it’s time
to change up a campaign or when it’s worth
sticking with it longer.
Many organizations find that working with a marketing
services team, with healthcare-specific experience and
expertise, helps ease the burden of keeping track of multiple
campaigns across multiple service lines and with varying
goals. Plus, you’ll stay up-to-date on algorithm changes
and best practice findings.

20. Want more insight into how your
organization can be more effective and
grow service line business? Request a free
healthcare marketing assessment.
For more information visit:
INFLUENCEHEALTH.COM
REQUEST AN ASSESSMENT