Facebook Ads for healthcare businesses can effectively attract new patients, but only if you adopt the right approach. Here’s everything you need to know to ensure your Birmingham healthcare business maximises its ROI.

While Instagram and TikTok continue to rise in the social media popularity ranks, Facebook remains a key player with 2.89 billion active monthly users.

No matter the industry, there might not be a more effective B2B and B2C social media marketing platform available when it comes to marketing your services.

So, if you’re thinking of advertising on Facebook for your healthcare business, make sure you adopt the best practices.

What should I consider with my healthcare Facebook Ads?

The power of Facebook Ads belongs in its targeting credentials. The capabilities for targeting and retargeting prospective consumers or businesses with your healthcare products or services are superb.

Firstly, you need to clarify your ad objective alongside your target consumer. So, consider your business goals and who is likely to invest.

  1. Objective

Your ad objective can be as simple as guiding traffic to your website or as complicated as selling a specific healthcare product to a particular demographic. 

Your intentions for the ad can be divided into three general categories on the auction page:

  • Awareness – Showing the value of your business
  • Consideration – Encouraging consumers to think of your business
  • Conversion – Motivating consumers to invest in your products or services
  • Target Consumer

Secondly, once you establish the objective for your Facebook healthcare ad campaign, you need to think of your demographic and target the advert accordingly.

For example, if you’re a healthcare brand based in Birmingham specialising in selling nursing products, then targeting people or businesses in the area with a need for your products is achievable.

However, while consumers are more reachable, business owners provide more of a challenge.

Options, such as location, age, and gender, can be assigned before applying “Detailed Targeting” in the “Audience” section. At this stage, you can become more acute with specific characteristics such as device usage or travel preferences.

This is where Facebook Ads come into their own. But, depending on the healthcare products or services you offer, you may need to be careful who and how you target.

While targeting is straightforward for most B2C brands using Facebook Ads, healthcare is different. Knowing the demographic for your product or service can be much trickier to target and may involve ethical issues.

So, please ensure you’re always respectful and mindful in this process.

How do I maximise the success of my healthcare business?

Now you have the right objective and target consumer in mind for your Facebook healthcare ad campaign, it’s time to make it a success.

The healthcare industry turned over £70 billion in 2019, so the market is profitable and plentiful but no doubt competitive.

As I’m sure you’re aware, a lot to do with healthcare depends on trust. Creating authority and confidence in your brand is a must if consumers will choose you.

Generating this authority will help the success of your campaign ads, and you can do this with a content marketing approach.

  • Content marketing for your healthcare Facebook Ads

Rather than only promote your products and services, promote your business credentials by helping your consumer. Be the voice that answers their questions with a quality response, not just a voice asking them to invest in you.  

  • Can you post material that solves a problem?
  • Can you provide valuable and relevant insights?

Keep these posts engaging and concise with the consumer needs at the forefront of your mind so you may offer value.

Across 25 countries, 70% of consumers buy from businesses they believe share their principles.  

  • Generate a marketing list with a lead magnet 

Do you have a marketing list? If not, create a lead magnet such as a free e-book or online form. This works as it offers value to your consumer, for which they reward you with their email address you can add to your email marketing.

Once again, this is using Facebook to further your consumer reach and ultimately build authority and brand recognition across multiple forms to grant your Facebook Ads a better chance for success.

  • Diversify

Whether you’re new to Facebook Ads or not hitting the results you hoped for, try diversifying your ads with alternative options.

If your ads are text-heavy, then find ways to cut them down. Can you advertise with video content? Remember, the shorter and punchier, the better.

However, if you’re trying this approach with little effect, perhaps your products or services require more explanation.

There is also the tone of voice (TOV) to consider. Your ads might not appear professional enough, or they may be too flat to engage.

Whatever the case, the important thing is to try new things and gain a reference point for what works for you and what doesn’t.

  • Post engagement ads

If you’re at a stage of already having plenty of page likes on your company’s Facebook profile, but you’re struggling to reach your followers with organic posts, then page post engagement can provide the solution.

Select “Engagement” to assess comments, shares and likes. Running an engagement advertisement will appeal to the consumer who has a history of interacting with the brand to boost your Facebook Ad chances.

You could also use your existing list of devoted followers to form a lookalike audience. In essence, Facebook will clone the behaviours and demographic of your existing audience to find more like them. It’s clever stuff.

What content should I use for my healthcare Facebook Ad campaign?

The content you use for your healthcare Facebook Ad campaign should always reflect your brand in TOV, design and style to create a consistent impression. This consistency is key to developing the trust you want from patients.

The style must embody the caring nature of healthcare and how your priority is always for the patient’s health and wellbeing.

  • Carousel ads

Carousel ads work well for advertising your healthcare products, as you can showcase up to ten images or videos in one ad. Each section contains its own separate CTA to link to your specified landing sites.

Interestingly, Carousel ads generate a 72% higher click-through rate (CTR) than single image ads and are considered 10 times better than regular ads.   

How do I ensure the best ROI for my Facebook healthcare ads?

To ensure you see the best ROI, follow the seven steps above while removing unnecessary demographics from your ad reach. 

ROI for Facebook Ads is also called ROAS (return on ad spend) and is measured through multiple features such as impressions and conversions. You can see your returns in the number of ‘ad clicks’ and utilise Facebook pixel to trace users from Facebook to your website.

To calculate ROAS, take the revenue of your Facebook ad campaign and subtract your costs before dividing them:

ROAS = Revenue – costs / costs = Facebook Ad ROI

For a good ROAS, you should aim for 10% and higher. The average across all industries is 9.2%.

Hire a Birmingham Facebook Ads expert for your Healthcare business

Running a successful Facebook Ad campaign alongside your Birmingham healthcare business is no picnic. There are many moving parts in the process and ever-changing rules and best practices to consider. 

If you need any advice or support with your Facebook Ad campaigns, speak to Amay Digital. 

We’re a Birmingham-based marketing agency specialising in the healthcare industry. With over ten years of experience, we know what it takes to generate a strong ROI on your adverts. 

Contact us for more information on how we can help elevate your social media marketing. 

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