Marketing Your Ophthalmology Practice on Facebook
OSN interviews Dr. David Evans
While Google is undoubtedly the linchpin of any effective digital marketing strategy, it’s not the only game in town. In a recent interview with OSN’s Cynthia Matossian, Dr. David Evans explained that social media – especially Facebook – is another important medium you can tap into to bring additional patients to your practice. As an added bonus, it’s cheaper than Google.
Dr. Evans discussed two crucial steps you can take to leverage the advertising power of Facebook:
Focus on Demographics and Zip Codes
The first step, according to Dr. Evans, is homing in on your target demographic(s) and zip codes. He suggested looking at your EMRs to determine where your patients are coming from, and then targeting their zip codes. This way, you’re spending money only where you know you can get the most bang for your buck.
The second step Dr. Evans discussed in the OSN interview was investing in ad re-targeting. Ad re-targeting is a type of digital advertising that allows you to follow visitors to your Facebook page around the Internet. When a visitor navigates away from your page to another page, ads for your practice will be displayed on the new page. One caveat, not all ad-retargeting strategies are HIPAA compliant so your marketing company had better know what they are doing. This may be one reason that Google does not allow ad re-targeting for healthcare practices.
Ad-retargeting allows you to keep your business in front of visitors’ eyes, Dr. Evans explained. It’s also very inexpensive – pennies on the dollar – when compared to the amount of money it takes to get people to your website through Google.
Demographic-related procedures are the best procedures to target with this strategy, according to Dr. Evans. A good example is cataract surgery; grandparents log on to Facebook in order to be able to follow what their grandkids are up to.
Have questions? Let us give you the scoop on Facebook advertising. In fact, our staff of talented Digital Marketing Consultants can advise you with additional information on all of the topics discussed in Dr. Evans’ OSN video blog interviews.
Call us with questions or comments. 615 733 8111.