What is It?
Facebook is still the most popular social network. The trouble is that when Facebook went public on the NASDAQ index in 2012, their responsibility to their shareholders became apparent; they needed ad revenue. As a result, practices saw their Fan page posts’ news feed visibility drop to 1-2% or less.
Since posting alone resulted in fewer and fewer impressions, let alone engagement, advertising became the solution. While it’s frustrating that Facebook has essentially forced practices to advertise to gain any sort of visibility, the opportunity to run ads turned Facebook into more than just a tool to build relationships with patients who already know you. Advertising opened the door to lead generation on the social networking giant.
Turbo’s general view on social media, and social networks in particular, is that it should be used as a retention strategy for your existing patients. While a Facebook advertising strategy can take on that same role, ad campaigns allow you to market some of your procedures to people who have no idea who you are. We focus exclusively on non-surgical procedures when advertising on Facebook, with special offers targeting people who do not know the practice. This is done via geo-targeting, much like Google AdWords ads. Depending on the type of practice, we have a strategy for best practices and when it is appropriate to use facebook ads and when it is not necessary. Keep in mind that you can also run targeted ads to just those who “like” you as well. Think of this like a regular post, but instead of only 5% seeing it in their news feed, 50-75% or more will see it.
How does this help my practice?
Facebook ads can be a cost-effective and viable tool to generate new non-surgical patients to your practice. Best of all, you don’t need a huge budget to get started.
If targeting your existing patient-base, the ads can help improve your visibility, engagement, and ultimately patient retention. Staying top-of-mind is the first step in retaining existing patients.
What kind of results can I expect?
Additional engagement and inquiries about your procedures being advertised.
What input is required from my practice?
Your practice will be responsible for approving ad copy and graphics produced by the TRBO team, in accordance with Facebook’s ad guidelines.
How much lead time is required to produce this each month?
1-2 weeks of lead time is required to produce the ads and get them approved.
