Most good ad agencies will tell you that Facebook marketing can be one of the best ways for a urology practice to increase the awareness, size or profitablility of their services. That is, if it's done correctly. It's success is most always determined by creating the right kind of post. We believe the biggest factor that determines how well a post does, let alone the page in general, is determining the right emotional connection with the Facebook users.
People hink logically with their right brain but they act with their left. So posting a fact without any emotional tug, especially on Facebook, will leave the user with fact but no compelling reason to do anything with it. That's not how to get or keep clients loyal.
Social media, and specifically Facebook, is great in that it's free! With that said, Facebook does allow you to do ads, however they empose some strict or finicky restrictions - especially with anything to do with healthcare. The secret of getting an incredibly effective ROI, even with a budget of $0, most often comes down to three factors:
There are other factors that go into determining the right Facebook budget for any urology practice.
Finally, you will also want to take into account of all the other media you are currently, or may want to use. These can include other online ads and listings, website SEO, radio, even television (although spoiler alert, we almost always advise against television).
Unfortunately, determining a good Facebook budget for a practice is not a plug-in-the-numbers and get an answer type of formula. Don't believe in any rule-of-thumb like 'X% of your total revenue' 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.
As you would guess, that's also determined by a lot of factors. Is posting one a week too many? One a day? It could be if none of them are connecting. But if they are all connecting with people and getting clicks and likes and causing phone calls to your practice for appointments, hey keep it going! You have to create a plan that is right for you, based on the types of services you provide and the quality of posts you can create to cause action. We can help.
Other forms of advertising and marketing may be effective as well. These can include social media including Facebook and Twitter, specific SEO tied into online banner advertising and your website, practice and urologist listings and directories, radio and even television commercials just to list a few. 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.
If you would like to learn more about how to create the most effective Facebook posts, or any other type of marketing or advertising, click the contact form button below. We’d be happy to discuss it with you for free. Some of the Urology groups we’ve worked with began with a simple SWOT analysis to find out where their best first steps (and affordable budgets) would start. Other practices 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 best for you.
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Ten years running, Mentum has specialized in healthcare marketing. But they also have strong vitals in other areas like food, beverages and education as well.