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2 Facebook Offers Precise Targeting
practice marketing
Five Ways Facebook Converts Local Prospects to Patients
by Marc Fowler
If your ideal patient is a 32-year-old , educated , working mom with two kids who is active in her community , your marketing persona may be someone like Sarah . How does Facebook target Sarah with advertising and how will Sarah interact with your practice ?
Sarah keeps up with her friends , her family , local events and news by using Facebook . Facebook uses its algorithm to show Sarah this relevant content and ads from local businesses . All of this is based on Sarah ’ s interests , browsing history and demographics .
Reaching Sarah might look something like this : As she scrolls through photos of her friends ’ children and news articles , Sarah comes across an ad for a family dental practice she ’ s never heard of that ’ s just a few blocks from her house . She remembers that it ’ s been more than six months since her boys ’ last cleaning and their usual dentist just retired . She clicks on the ad . It takes her to the practice ’ s website and she scans the Home and Meet the Doctor pages .
A few days later , Sarah is looking through her Facebook feed and she sees an ad for the same dental practice she checked out a few days ago . However , this time , the ad is offering a new patient special . Sarah clicks the ad and it takes her to the practice ’ s Facebook page . She reads through reviews and checks out their Facebook photos . She clicks on the “ book an appointment ” link on their Facebook page and books appointments for all four members of her family – all within the Facebook app .
Here are five ways Facebook is shaping up to be a tailor-made online marketing platform for dentists .
Radius around practice
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Facebook Users Are Dental Decision Makers
Facebook has 2 billion unique users per month , with its largest demographic being women , ages 25-50 . For most dental practices this is the demographic that is booking appointments for themselves or their families – someone like Sarah .
2 Facebook Offers Precise Targeting
Even though Facebook has billions of monthly users , only a small percentage of them are ideal prospects for you . Fortunately , dental practices can keep costs low and target the prospects they want to reach in the following ways :
Neighborhoods
Demographic
Sarah is relieved that she can check that off her list and the practice has four new patients .
Employer Interests Behaviors
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