Growing Your Practice on Facebook, Part 6: A Facebook Success Story
June 29th, 2017 by
Welcome to the final installment of our series on using Facebook to promote your medical practice. Now that we’ve covered best practices, we’ll show you how we put them in action using one of our own clients as a case study—Donaldson Plastic Surgery.
Remember, if you want more information about using Facebook for your medical practice, make sure you download our e-book.
But First, Let’s Recap
Before we show you how to put everything together, here’s what we’ve learned so far:
Part 1: Why Facebook Matters – The introduction to our blog series showed how Facebook can be used for medical practices in particular, and why it’s an important tool for engaging with patients and creating a personal connection with them.
Part 2: Shareable Content – We gave easy-to-follow tips for creating shareable content as well as advice on the often forgotten second step of Facebook: engaging with your followers in response to their interest in you.
Part 3: Advertising – Taking a slightly different approach, we went into detail about paid promotions, discussing the difference between promoted posts and ads, and laying out Facebook’s restrictions that govern medical advertising.
Part 4: Reaching Your Audience – We explained how to leverage Audience Insights to target your ads to your ideal patient, making them more effective, and how to bridge the gap between your online audience and the real patients who walk through your door.
Part 5: Patient Confidentiality Concerns – This blog brought it all home with clear examples of how to stay HIPAA-compliant while posting on social media.
Now, it’s time to see how all of these elements work together with a real medical practice.
Facebook Campaign in Action: Donaldson Plastic Surgery
Dr. Donaldson has been our client since 2009, the year he opened his practice. Since he was just starting out, there was a lot of work that needed to be done in terms of digital marketing, including a new Facebook page that had a grand total of zero Likes. Since launching his Facebook campaign in 2011, Dr. Donaldson’s page Likes have increased to over 11,000. This was accomplished through a comprehensive Facebook marketing campaign.
This campaign was comprised of Facebook management, fan building, and Facebook display ads. We created posts that established Dr. Donaldson’s professional brand and consistently published engaging, informational, and promotional posts that appealed to current and potential patients throughout the area. We also created ads that increased brand awareness, brought Dr. Donaldson’s practice to those who didn’t know him already, and promoted the full range of his services, all utilizing Facebook’s targeting abilities.
Combining paid ads with an increased frequency of organic posts expanded the practice’s fan base. A large chunk of Dr. Donaldson’s Facebook fans, totaling 11,000+ Likes, have come from annual fan building campaigns (over 6,400 of the Likes, in fact). Campaigns such as Likes for Lives encourage Facebook users to Like your page in exchange for a donation to a charity organization. These campaigns increase followers while also giving insight into your practice’s values and the importance of giving back to your community.
Dr. Donaldson is proof that a well-managed Facebook page, full of engaging posts and targeted ads, can work to create a campaign strategy that gets patients through the door and establishes your practice as the medical resource in your area.
Armed with the best practices we’ve covered in our blog series, you can accomplish results like this for your medical practice as well! If you have any strategic questions or need help growing your practice on Facebook, contact one of our experts here.