Facebook Advertising For Urologists
Urologists’ best use of Facebook advertising.
Facebook advertising can be one of the best ways for a Urologist to increase the awareness, size or profitablility of their practice. If it’s done correctly.
There’s many different ways to go about leveraging what’s good and bad about Facebook, most of which is determined by how you handle the content you post. We believe the most important step is determining what the right emotional connection is with your followers. Does that sound a little less-than-scientific to you? Well test it out yourself. How many posts on Facebook do you scroll past? How many do you stop and check out. Maybe read a little more of the content in the post? Heaven forbid, even give it a like or click the link in it? Our bet is that you do so with the posts that cause an emotional response from you. Here’s some that have worked incredibly well for our clients:
People think with their right brain, but they most often act with their left. Posting a fact without an emotional tug will leave a social media user with bit of new knowledge but no reason to do anything with it. That’s not what you want. Or, at least, that’s not what we want for our clients.
Finding and choosing the most effective hashtags can have a lot to do with how you show up when people search for you or your services online. Many urology based keywords can be expensive to bid for and consistently win when you use them in other forms of online marketing like Google Ads. However, with Facebook posts they are free. You just don’t want to load every post up with so many it becomes self-defeating. And you don’t have to even use hashtags to still get outstanding results (and we have the case studies for clients on budgets of every level) to prove it. With Facebook, it’s more important that you use ones that are meaningful to your post’s content and cause the actions you actually want.
There are so many other factors that can make a difference, such as where you use those hashtags. Other online marketing tools that don’t use them at all. (Google Business Listings for example.) And just when you think you have it solved, Google and Bing will go and change how they rate and promote everyone anyway. It’s an art or science unto itself.
How many posts on Facebook should urologists do?
As you would guess, that’s also determined by a lot of factors. Is posting three in a week too many? It could be if none of them are connecting. It definitely would be if they aren’t interesting or connecting emotionally with anyone. But if they are all connecting with people and getting clicks and likes and causing phone calls to your practice for appointments then you are in our area of success. However, you have to create a plan that is right for you, the types of services you provide and the quality of posts you can create to cause action. Even how large of a group or practice you are. We have often broken out campaigns by locations and urologists in big practices that spread out over many zip codes. Ask yourself:
- How many other urologists on Facebook are there to compete against?
- What is your subject matter? (With some topics, a little can go a long way.)
- What have you established with and on Facebook already? (good or bad)
- What goals are you trying to accomplish? Awareness? Phone calls? More followers?
Finally, you should consider re-posting other content from Facebook. This can add the the frequency of your communications. That can be good if you know the desirable action you want to gain from it, hurtful if you are directing patients away from your brand.
Let us show you some of those tools that don’t need to be updated every day, week or even month. We can help you get the most out of whatever SEO campaign you’re doing right now.
What’s a good Facebook budget for Urologists?
One of the best things about social media, and specifically Facebook, is that it can be free. With that said, using paid Facebook advertising for urologists allows you to boost your posts to people not following you and create actual ads. But these paid ads fall under some restrictions – especially with anything to do with healthcare. With that said, paid Facebook boosts and ads have traditionally has been one of the best values and ROI for your money, regardless of your budget. We’ve found the secret of getting an incredibly effective ROI often comes down to three factors:
- Connecting with the right audience in the right manner.
- Knowing exactly what you want to get out of each and every post.
- Presenting your messages in the most creative ways possible.
Remember, getting zero results on $0 is not a good return.
There are also many factors that go into determining the right Facebook budget for Urologists to get the best possible ROI.
- What is the profit margins of the services you are wanting to boost?
- How large is the territory you are wanting to market in?
- Do you know how to find the right audiences so you limit any wasteful spending?
- How long should each boost last?
- What is your goal? Awareness? Schedule an appointment? Getting more followers? Phone calls?
Finally, you will also want to take into account of all the other media you are, or may want to utilize. These can include other online ads and listings, website SEO, radio, even television (Spoiler alert: we almost always advise against television commercials).
Unfortunately, determining a good Facebook budget for urologists is not a plug in the numbers and get an answer type of formula. There’s not an across the board type answer or rule either. If you hear that from someone, you should really call us. We’ll show you why that would probably make no sense for you.
Other forms of advertising and marketing may be effective in conjuction, or even in place of Facebook advertising as well. These can include other social media platforms like Twitter, LinkedIn, Instagram and others. And they all work even harder when you tie them into online banner advertising and your website, practice and urologist listings and directories. There’s a right mix for every urologist or urology practice and everyone’s mix will be different based on their needs, budgets and goals.
Want to Get Started?
If you would like to learn more about how to create the most effective Facebook advertising for Urologists, your particular practice, or any other type of hospital or healthcare group, fill out the contact form below. We’d be happy to discuss it with you for free.
Some of the Urology groups we’ve worked with started with a simple SWOT analysis to find out where their best first steps (and affordable budgets) would be. Other urologists we’ve worked with had campaigns that merely needed stronger, more effective creative executions. Either way, we are happy to provide whatever help we can, in whatever budget fits for you.
President / Founder
Pete started Mentum after two decades of working as a Creative Director at some of the world's largest advertising agencies. His need to create exceptional work is driven 60% by the college tuitions of his three kids, 9% so he can go scuba diving somewhere he hasn’t been before and 1% to be able to afford a good bowl of ramen. The rest equally divided by both the desire to make people laugh and the fear of being laughed at. If you’re interested, his official resume can be gawked at here.