{"id":3531,"date":"2018-02-25T20:52:46","date_gmt":"2018-02-25T20:52:46","guid":{"rendered":"https:\/\/inboundmd.com\/?p=3531"},"modified":"2018-04-20T15:09:22","modified_gmt":"2018-04-20T15:09:22","slug":"healthcare-providers-facebook-instagram-2018-updates","status":"publish","type":"post","link":"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/","title":{"rendered":"How Healthcare Providers Effectively use Facebook and Instagram (2018 Updates)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In 2018, social media for medical practices means taking advantage of Facebook and Instagram to increase your prospective patient audience. \u00a0\u00a0These platforms have evolved in 2017 and are now providing deeper, richer targeting, and now represent 20% of all internet search traffic (second only to Google at 70%). <\/span><a href=\"https:\/\/inboundmd.com\/ways-medical-practices-promote-search-marketing\/\"><span style=\"font-weight: 400;\">Promoting your healthcare practice online through social media<\/span><\/a><span style=\"font-weight: 400;\"> is one of the many ways providers are exposing themselves to more patients.<\/span><\/p>\n<p><a href=\"https:\/\/investor.fb.com\/investor-news\/press-release-details\/2018\/Facebook-Reports-Fourth-Quarter-and-Full-Year-2017-Results\/default.aspx\"><span style=\"font-weight: 400;\">Facebook reported 40 billion dollars<\/span><\/a><span style=\"font-weight: 400;\"> in advertising revenue in 2017 &#8211; and &#8211; if you used Facebook last year, you know the <\/span><b>49% increase <\/b><span style=\"font-weight: 400;\">from 2016 also meant decreased effectiveness in the form of organic posting. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook and Instagram have changed rapidly during the past 2 years. Healthcare clinics who use these two platforms have access to powerful tools to promote themselves to prospective patients.<\/span><\/p>\n<p><b>So how do they use this?<\/b><\/p>\n<h2><span style=\"font-weight: 400;\">Medical Practices use of Social Advertising and Organic Posts<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Successful medical practices understand that not everyone needs to be a YouTube star or have a million likes, but they do stay current with changes and use them to their advantage. <\/span><\/p>\n<p><b>Here\u2019s the updated operational thinking:<\/b><\/p>\n<h3><span style=\"font-weight: 400;\">Organic Social Media Posts in Healthcare for 2018\u2026.<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Should be posted 2-3 times per week from a preset quarterly pack of 20-30 messages rotated regularly.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rarely cause a direct new patient conversion.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Include content that promotes you from other channels: This might be video from a local news channel interview, or a tour of their practice on YouTube.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Should create a memorable impression. For example, \u00a0&#8216;cards&#8217; (images with text overlayed) present a visual, which is easier to remember.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are unified around a single quarterly or yearly slogan or brand strategy.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Paid Social Media Advertising in Healthcare for 2018&#8230;<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Take advantage of extreme targeting, and low prices. Facebook Ad targeting is far more powerful than Google Adwords.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reflect patient demographics: Don&#8217;t take insurance? Make sure you&#8217;ve restricted facebook&#8217;s audience by $150,000+ household income.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use effective copy. \u00a0With limited room for words it&#8217;s important to use copy your prospective patient can immediately identify with.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Include an ROI. How much is a patient worth? You can easily understand your ROI using paid advertising by examining your monthly spend, versus monthly new patients.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Work. Unlike organic posts, paid advertising often results in many new patient appointments, and can easily be audited for performance.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Facebook and Instagram for Medical Practices<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Facebook Business allows you to set up a <\/span><a href=\"https:\/\/www.facebook.com\/business\/learn\/set-up-facebook-page\"><span style=\"font-weight: 400;\">Business Page<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/www.facebook.com\/business\/products\/ads\"><span style=\"font-weight: 400;\">Create Ads<\/span><\/a><span style=\"font-weight: 400;\">. \u00a0The interface recently changed and like any online tool, it takes some getting used to, as it\u2019s not always intuitive. \u00a0<\/span><\/p>\n<p><b>Here are some things to keep in mind with Facebook Advertising:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Facebook\u2019s system takes 48-72 hours to ramp up and expand across it\u2019s audience.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Narrow your audience within Facebook to decrease your daily spend using a incredibly deep set of data.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can boost a post from your Facebook Business page in Ads Manager\/Power editor and include placement in Instagram.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Instagram Business also allows you to setup a <\/span><a href=\"https:\/\/business.instagram.com\/getting-started\"><span style=\"font-weight: 400;\">Business Profile<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/business.instagram.com\/advertising\/\"><span style=\"font-weight: 400;\">Create Ads<\/span><\/a><span style=\"font-weight: 400;\">. Facebook acquired Instagram in 2012, the platform allows for a diverse set of visual ads, and can be leveraged by your Facebook Advertising campaign.<\/span><\/p>\n<p><b>Keep this in mind when considering Instagram Advertising for your clinic:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be sure to ask yourself; Why are you using Instagram? Medical practices that don\u2019t provide aesthetic or evident changes (dermatologist, dental, fertility clinics, for example) may not be missing an audience on Instagram.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Successful Instagram Advertising us almost exclusively dependent upon high quality images and video. Do you have these? Or the ability to easily create them?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once you\u2019re confident with your targeting on these platforms, continue to review your advertising campaigns. You will often find that the proposition on the advertisement fails to align with the landing page or audience. It\u2019s an art to get right.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2018, social media for medical practices means taking advantage of Facebook and Instagram to increase your prospective patient audience. \u00a0\u00a0These platforms have evolved in 2017 and are now providing deeper, richer targeting, and now represent 20% of all internet&hellip;<\/p>\n","protected":false},"author":1,"featured_media":3884,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Healthcare Providers Effectively use Facebook and Instagram (2018 Updates) - InboundMD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Healthcare Providers Effectively use Facebook and Instagram (2018 Updates) - InboundMD\" \/>\n<meta property=\"og:description\" content=\"In 2018, social media for medical practices means taking advantage of Facebook and Instagram to increase your prospective patient audience. \u00a0\u00a0These platforms have evolved in 2017 and are now providing deeper, richer targeting, and now represent 20% of all internet&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/\" \/>\n<meta property=\"og:site_name\" content=\"InboundMD\" \/>\n<meta property=\"article:published_time\" content=\"2018-02-25T20:52:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-04-20T15:09:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/inboundmd.com\/wp-content\/uploads\/2018\/02\/Screen-Shot-2018-04-20-at-11.08.31-AM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1656\" \/>\n\t<meta property=\"og:image:height\" content=\"621\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Garrett Smith\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Garrett Smith\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/\",\"url\":\"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/\",\"name\":\"How Healthcare Providers Effectively use Facebook and Instagram (2018 Updates) - InboundMD\",\"isPartOf\":{\"@id\":\"https:\/\/inboundmd.com\/#website\"},\"datePublished\":\"2018-02-25T20:52:46+00:00\",\"dateModified\":\"2018-04-20T15:09:22+00:00\",\"author\":{\"@id\":\"https:\/\/inboundmd.com\/#\/schema\/person\/ee341b4dc646230dd15fa363264ebeda\"},\"breadcrumb\":{\"@id\":\"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/inboundmd.com\/healthcare-providers-facebook-instagram-2018-updates\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/inboundmd.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How Healthcare Providers Effectively use Facebook and Instagram (2018 Updates)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/inboundmd.com\/#website\",\"url\":\"https:\/\/inboundmd.com\/\",\"name\":\"InboundMD\",\"description\":\"Healthcare Marketing Agency\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/inboundmd.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/inboundmd.com\/#\/schema\/person\/ee341b4dc646230dd15fa363264ebeda\",\"name\":\"Garrett Smith\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/inboundmd.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e839700e87ae4632335495cb50a06a00?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e839700e87ae4632335495cb50a06a00?s=96&d=mm&r=g\",\"caption\":\"Garrett Smith\"},\"description\":\"Garrett is the Founder, and Chief Marketer at InboundMD. 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