Dental & Medical Social Media Advertising Campaigns – How to Set Up Social Media Advertising Campaigns for Doctors & Dental Practices
While Setting Up a Campaign in Facebook, Instagram Campaign Can Also Be Created Simultaneously With Just One More Click.
Facebook and Instagram advertising can increase the customer/patient awareness about the practice and they are helpful for the business to market its services through visuals.
While setting up a campaign in Facebook, Instagram campaign can also be created simultaneously with just one more click.
Here are the steps to create the Facebook and Instagram Advertising Campaigns.
There are specific steps, quality control and best practices involved in creating and running your, medical practice, campaign.
Step 1 Ticket, Budget and Services
Step 2 Creating Banners/Visual for the Ads
Step 3 Creating a Campaign, Adding Objective
Step 4 Creating Ad Sets, Add Traffic, Audience, Budget and Placement
Step 5 Creating the Ads, Adding Media, URL Links and Text to Your Ads
Step 6 Campaign Billing added, Reviewed and Enabled
Step 7 Send Ads Enabled Email to Customer with the Screen Shots of Ads
Step 8 Refine and Improve – Execution of the campaign should never be left on auto-pilot. A digital advertising specialist staff should be responsible for managing and monitoring your advertising campaigns.
Step 1: Ticket, Budget and Services
Your dedicated PatientGain Project manager (PM) will ask you about the services and monthly budget you want to advertise on Facebook and Instagram while giving you some recommendations. Based on your practice, location and competition your PM and social media marketing staff will review the details. Once the client confirms the budget, you will need to create an authorization ticket from your PatientGain dashboard.
Step 2: Creating Banners/Visual for the Ads
Once the digital advertising specialist staff has your targeted patient services, the PatientGain design team will create the banner ads, branded according to your services with the defined sizes, to use in the ads. The banner ads can have your own customized branding on them.
Step 3: Creating a Campaign, Adding Objective
In this step, digital advertising specialist staff creates your Facebook/Instagram ad campaign using Facebook ads manager. Our Social Media Ads Manager creates your campaign with the particular name and adds the objective of your campaign. Most of the time the healthcare ads are for lead generation. Conversion is higher on your professional website than on Facebook/Instagram pages. We think it is due to clutter and too many social messages, events, text, and images on social media pages. We do not recommend using social media pages as lead capture and landing pages. Also per HIPAA guidelines, social media is not HIPAA compliant.
Step 4: Creating Ad Sets, Add Traffic, Audience, Budget and Placement
PatientGain’s digital advertising specialist staff updates the audience according to the practice type. For example: for a particular weight loss clinic or a med spa we usually create audience of a particular age and most of med spa want to target women but this audience targeting solely depends on the business needs. We will setup the time schedule, bid control, location targeting. If you want to advertise on Instagram also; we will create seperate branded ads on Instagram in this step.
Step 5: Creating the Ads; Adding Media, Links and Text to Your Ads
Usually multiple ads are created for one ad set in the social media marketing in which we use the customized banner ads that we created. The website links, ad text, ad lay out, ad tracking everything is done while creating your ads by our social media marketing manager to get the best results out of your ads. We usually track the ads by adding the Facebook Pixels in the link where ads are landing on your website.
Step 6: Campaign Billed, Reviewed and Enabled
Your Billing details are added and campaign is reviewed by your PM and then it will be enabled and started.
Step 7: Ads Enabled Email Send to Customer with the Screenshots of Ads
After your campaign is enabled you will get the email from our social media marketing manager with the screenshots with the Mobile and Desktop previews of ads on Instagram and Facebook both. Here is the example of ads preview of one of our med spa customer.
Step 8: Monitor, refine and improve conversions
Once your medical marketing campaign for Facebook / Instagram is launched, they PatientGain’s advertising team monitors the campaign. We make adjustments and review conversion.
Setup Initial Meeting With PatientGain
How Much Do Doctors Spend On Advertising in USA?
Range is $600 per month to $15000 per month, depending on specialty and competition.
The actual advertising budget for each clinic and practice is different. Some clinics/doctors are very aggressive and spend $1000 per day (or more) and some spend $1000 a month on advertising. We also have few clinics/doctors who do not spend any money on online advertising, they doctors rely on referrals and very strong SEO rankings. This data refers to online advertising, not offline advertising spend.
Also you have to understand that every practice area is different. For example let’s review specific specialties:
Medspa and aesthetic practices
For Medical Spas and Aesthetic practices, it is highly recommended to have online advertising budget. The typical range is $3000 to $10000 per month, with average budget of $4210 per practice in USA.
Plastic surgeons need online advertising, more than any other category. It is next to impossible to be successful without proper online advertising budget. The typical range is $5000 to $15000 per month, with average budget of $6677 per practice in USA.
The typical range is $1000 to $4000 per month, spend on average spend $1960 per month per location. However these are “average” locations with medium competition. If a dermatology is also focused on cosmetic procedures, their budgets are more like Medical Spas and aesthetic clinics.
Urgent care centers
The typical range is $1000 to $9000 per month, spend on average spend $3600 per month per location. However these are “average” locations with medium competition. There are many factors, number of exam rooms and how many providers, and fixed overhead also dictates how aggressive each owner is. Brands and chains spend more on advertising than stand alone locations. We have also noticed if the owner is a doctor/physician, vs a business person, doctor/physician owners will have a hard time understanding value of advertising. doctor/physician owners view advertising and marketing as an expense, rather than an “investment” with an ROI (Return On Investment).
Walk-in primary care practices
Walk-in Clinics – with primary care services and some “urgent care” services spend $1000 to $3400 per month, with an average monthly budget of $1900 per month.
Primary care practices
Primary care doctors spend $600 to $1300 per month, with an average monthly budget of $890 per month.
Naturopathic, wellness focused care practices
Primary care doctors spend $800 to $1900 per month, with an average monthly budget of $1230 per month.
Pediatric care practices
The typical range is $600 to $1600 per month, spend on average spend $900 per month per location.
Sexual healthcare practices – multi-focus
The typical range is $3000 to $8500 per month, spend on average spend $4200 per month per location.
Sexual healthcare practices – Erectile Dysfunction
The typical range is $4000 to $10000 per month, spend on average spend $6700 per month per location.
Fertility healthcare practices
The typical range is $3300 to $7500 per month, spend on average spend $4700 per month per location.
Dental practices – General dentists
The typical range is $750 to 1900 per month, spend on average spend $1230 per month per location.
Dental practices – Specialist dentists
The typical range is $1300 to 3210 per month, spend on average spend $2540 per month per location. These type of practices include Endodontists, dental implant focus, Invisalign focus etc.
Dental practices – Celebrity & cosmetic focus
The typical range is $8300 to $18850 per month, spend on average spend $9600 per month per location. These type of practices include dentists who do not accept insurance, and accept limited amount of patients, but each patient is treated as a “celebrity” with extreme focus on customer service, and results for each patient. Services include invisalign, porcelain veneers, whitening, bonding, laminates, implants, and orthodontics.
Podiatrists – Foot and Ankle Doctors and Surgeons
The typical range is $800 to 2200 per month, spend on average spend $1655 per month per location.
The typical range is $800 to 1900 per month, spend on average spend $1380 per month per location.
Women’s Health and OB/GYN
The typical range is $500 to 2700 per month, spend on average spend $1600 per month per location.
Medical Fat loss / Physician Supervised Weight Loss Practices
The typical range is $2100 to 8700 per month, spend on average spend $4300 per month per location.
Integrative practices – Serving multiple focus areas
The typical range is $1200 to 3210 per month, spend on average spend $2341 per month per location. These type of practices include multiple focused areas, like heart health, general wellness, diabetic patients, mind – brain wellness, pain management, hormonal imbalance and many other areas. These type of practices have to compete with traditional non-integrative practices, so conversion cost per patient is higher than traditional primary care practices.
Sleep clinics and TMJ clinics
The typical range is $500 to 1580 per month, spend on average spend $940 per month per location.
Pain clinics – Chiropractors
The typical range is $1200 to 2200 per month, spend on average spend $1400 per month per location.
Pain clinics – Spine focused – minimally invasive pain management and regenerative medicine
The typical range is $1500 to 3000 per month, spend on average spend $1900 per month per location.
Physical therapy care practices
Physical therapy clinics have expanded into many areas and they offer services overlapping with other practices also. For example here is list of services for physical therapy practice : post-surgery rehabilitation, senior rehabilitation programs, work injury rehabilitation, back stabilization, balance training, functional capacity evaluations, neurological rehabilitation, orthopedic rehabilitation, pain management, physical therapy, wellness & weight loss program, vestibular sports medicine, graston technique, fitness program – So this can be quite large. Most clinics like these spend $1200 to $3400 per month, with an average monthly budget of $1900 per month, per location.
Data from 2018 to 2020. Also note that brands spend much more than non-brand focused medical practices, they also have more patients and perceived medical care provided is of higher value to patients, as evidenced by reviews received by the medical practices. The data is here for your guidelines and not guaranteed to generate same or similar results.
6 Steps for Online Success For Clinics
Step No 1.
As medical practitioners, we have to realize that patient behavior is changing. Patients are now looking for medical services online. 88 percent of patients search online for medical services and clinic information. Even 47 percent of existing patients look for additional, related services online on your own website or your competitor’s websites. So you must be present on the Web. 60 percent to 72 percent of patients look for your services, check your online reviews, using a mobile device. Make sure that you have website that is focused on Mobile Marketing for doctors. Here are many examples of great ( and free Mobile, responsive and intelligent) websites. Once your medical practice is online, there are 5 additional important areas to cover.
Step No 2.
In US, approximately, 78 percent of the time, your patients are going to use Google search engine to look for medical related services, reviews and other information. So your first step is have a top notch Google presence. Other places are important also, like Facebook, Yahoo, Bing etc. But start with Google. There are 6 important aspects of Google presence.
- Google Local Listing for your medical practice
- Google Maps, verified listing
- Google Reviews rankings
- Google Posts
- Google Organic results
- Google Paid Search
Each of these should be addressed by your online strategy for your medical practice. Many doctors and practice managers think that having a nice looking website will suffice. Unfortunately it is no longer enough to have a nice website and a Facebook page.
Each of the above mentioned 6 important aspects of Google presence require attention to detail, time and commitment, not to mention financial investment.
Step No 3.
SEO or Search Engine Optimization for Doctors & Medical Practices can be defined in many ways. To provide you with a high level guidance, these 5 areas are most important:
A. Google Local Listing for your medical practice
- Create a Google account
- Add you clinic’s accurate information – Name, address are the most important information – Phone should be checked.
- If your practice’s information is incorrect, you will have correct it
- You may have to claim your listing also.
- In certain cases you may have duplicate listings, these should be resolved.
- There are dozens of other Local directories – They should be checked and updated. But Google, Facebook, Yelp, Yahoo/bing are the most important ones. Start with these.
B. Google Maps, verified listing
- Create a Google account
- Add you clinic’s accurate information in the Maps
- If your practice’s information is in correct, you will have correct it – sometime the Map Pin is Inaccurate
- You may have to claim your Map listing also.
- In certain cases you may have duplicate listings, these should be resolved.
- There are many of other map based directories – They should be checked and updated. But Google, Map Quest, Apple Map are the most important.
C. Google Reviews rankings
- Create a Google account
- Check you reviews and ratings
- If your practice’s reviews are 4.5 and over 100 reviews on Google, then you are doing well. If less than this, you will need to focus on this area.
- Other important review sites are Yelp, Facebook and HealthGrades. But start with Google.
D. Google Posts
Posting on Google is a new way to share relevant, fresh content with the people who are searching for you. Use images, videos and even animated GIFs to engage your audience, and add inline links to drive traffic to specific content. This enhanced format allows searchers to hear directly from the primary source — you — and complements existing results from across the web. One important note the Google Posts expire every week. You have to post every week.
E. Google Organic results
Your content on your website is the most important factor on your website. Content refers to your text, headings, sub-headings, main paragraph, images, videos, blogs etc. Your website must contain non-copied, non-plagiarized content.
Step No 4.
Every year, billions of dollars are spent on online advertising. Very broadly, online advertising can be divided into 2 main categories:
- Display advertising
- Search advertising
As a doctor and a medical practice manager, both of these are important for you. You can acquire new patients using both of these mediums.
Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. For example, if your potential patient is on Facebook and has recently clicked on or watched a video related to Breast Augmentation medical procedure and treatment, ads related this subject can be displayed to the potential patients. This is an example of display ads.
Search advertising is very common. Every time you are on Google and type a search term, lets say “Urgent Care near me”, Google search engine will usually display ads on the top of the web page. In the middle, there is a map, reviews and business listings, and at the bottom, there are organic or free search results. The advertisers pay a fee to display their ads in the top area. If a user clicks on any of the ads, the advertiser pays a fee for each “Click” This is called Pay-Per-Click advertising. For medical practices and doctors, this is very effective and creates excellent ROI. Google PPC ads produce excellent results, however it is complex and requires a professional to manage your campaign.
Step No 5.
Reviews marketing is another emerging area. Online reviews are impacting decisions of your prospect patients dramatically. This is one area that will make your medical clinic shine or impact negatively more than any other strategy. In fact it should not be a marketing strategy, it should be a necessity.
There are 4 ways to acquire positive reviews, and at the same time, minimize negative reviews. So your marketing strategy should be to minimize any negative reviews, and maximize positive reviews.
4 Ways to acquire online reviews
- Using Texting/SMS apps. A text is sent to a patient asking for feedback after a visit.
- Using Email apps. An Email is sent to a patient asking for feedback after a visit.
- Using an iPad in the lobby. A patient is asked to provide feedback right after the visit.
- Using Social Media or your Website. An app can be added to your business page on Facebook or your website, asking patients to provide feedback.
There is no quick and foolproof way do this “quickly”. There are pros and cons for each approach. Google and Yelp understand that businesses are striving to acquire more positive reviews and “bury” negative feedback, their algorithms are aware of SMS requests for reviews – and they are blocking reviews posted using SMS originated requests. Having an iPad in the lobby can cause block of IP Address and so on.
Step No 6.
Social Media Marketing is another very important aspect of your marketing. Your potential and existing are hanging around on Facebook. You have to make it easy for them to do business with you. Here are 5 steps.
5 Steps for Facebook Success for Doctors & Medical Practices
- Create Facebook Business Page for your medical practice.
- Optimize FacebookBusiness Page for your medical practice.
- Add apps to your FacebookBusiness Page for your medical practice. For example, add Contact Us app, add Appointment Requests app, add Promotions app.
- Add content to your FacebookBusiness Page for your medical practice
- Advertise your FacebookBusiness Page for your medical practice on Facebook – There are multiple ways to promote your FacebookBusiness Page for your medical practice. You can hire a professional ( recommended ) or do it yourself. Professionals who are certified advertising professionals will produce better results for you.
Summary for Online Success For Doctors
These 6 steps are proven to add value for hundreds of medical practices. There are many other steps you can take to further improve your strategy. Monthly Email Marketing is another strategy, among many others. Contact us so we can help you and view details GOLD package here.
PatientGain.com is a proven medical marketing solution, includes apps, websites, SEO, HIPAA compliance and account management.
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To learn about Short-cut SEO for Medical Practices, this is a good starting page.
To learn about Pricing and cost of SEO services for medical practices, this is a good starting page.
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To learn about Medical SEO Voice Search Optimization For Doctors (BERT)
To learn about Local Medical SEO For Doctors
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To learn about Zero-Click SEO for Doctors & Medical Practices
To learn about Benefits Of Medical SEO Marketing
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