Facebook and Instagram Advertising

Introduction

Facebook and Instagram are the most popular social media platforms, which have a combined 2.4 billion monthly active users. These platforms provide a great opportunity for healthcare marketers to reach out to their audiences and promote their products.

Content Marketing is an important marketing strategy for healthcare marketers, as it helps them build trust with the audience and establish themselves as experts in the field.

Facebook Advertising: The Basics

Facebook is a social media platform that allows users to share content with their friends and followers. Facebook advertising is the process of targeting potential customers by placing ads on Facebook.

There are many different types of ads that can be run on Facebook, such as promoted posts, boosted posts, sponsored stories, and lead ads. A promoted post is an ad that a user chooses to pay for and place in their newsfeeds. Boosted posts are similar to promoted posts but they are not paid for until the post has been shared by other people on Facebook. Sponsored stories are ads that appear in a user’s newsfeed when a friend interacts with the ad or shares it with their friends. Lead ads allow companies to collect email addresses from potential customers who want more information about what they offer.

How to Use Facebook Advertising's Right Audience

Facebook has a lot of data about its users, which means that it can target them very well.

The first step is figuring out who you want to reach with your Facebook advertising campaign. Next, you should create ad groups based on your target audience.

Once you have figured out who your target audience is, you need to create ad groups that are targeted specifically to them. This will allow Facebook to show your ads only to the people who are most likely interested in what you are selling and not waste money on people who won't be interested in the product or service being advertised.

Instagram Advertising for Micro-Influencers and Small Businesses

Instagram is a social media platform that is growing in popularity. It is the best platform for healthcare practices to use in order to reach their target audience.

The first step of an advertising strategy on Instagram should be to decide who the target audience is. The next step would be to create an account and start building up followers. Once you have a few hundred followers, it's time to start posting content and ads on your account.

Conclusion

The healthcare marketing industry is rapidly growing due to the aging population in many Western countries. Healthcare companies are using digital marketing channels such as Facebook and Instagram to promote themselves because they find it easier than traditional advertising methods such as TV or radio ads.

This beginner's guide to Google My Business (GMB) explains what GMB is, how to claim and optimize it, and what features it has. Learn how your practice can attract new patients through local search by claiming and optimizing your Google My Business profile.

Google has become a key part of many of our lives when we are searching for help or answers. This is no different when it comes to seeking out medical information or searching for a new provider, Google has become the go-to resource.

If you want your practice to be found within the local search results the single most important thing you can do is claim and update your Google My Business Profile.

What is Google My Business Profile

Launched in June of 2014, Google My Business (GMB) is a free to use online listing provided by, you guessed it, Google.

The profile allows you to highlight your business in Google Maps and the "local pack" within Google Search Results. It is similar to listings on Yelp, ZocDoc, or Healthgrades, except that a user does not click through to a third-party site. Users are able to see your business information directly within Google.

Here is how Google describes Google My Business:

Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. To help customers find your business, and to tell them your story, you can verify your business and edit your business information.”

Google

The results from your Google My Business listing can show up in various places throughout Google. In the next part of this guide we will show you where those results can appear.

Where do my Google Business Listings show up online?

Google Local Pack / Local Finder

The local pack are the search results that appear at the top of Google when a user performs a search for a local business. For example, when I type in coffee new york city, something like the following will appear.

Every business that appears in the local pack shows here because they have a Google My Business listing and all of the information is pulled from the listing information.

Did you know? 28% of local searches result in a purchase? When users are looking for a local business online they tend to be further down in the sales funnel.

Brightlocal

Google Maps

Most of us will be familiar with Google Maps, having used it at least once to locate a residence or business. Google Maps is also a key place for local businesses to gain visibility.

Google Maps can be accessed either as a mobile app or via a web browser and is used for navigating or discovering local businesses.

When a user is searching within Google Maps the local listings will appear along the lef side of the page.

Once the listing is clicked more detailed results will be displayed.

How to setup a Google My Business Listing (GMB)?

The first step in setting up in setting up your listing is to claim it within Google. You can do this by going to business.google.com, signing in with your business email account, and searching for your business name.

Google provides a set of step-by-step instructions for setting up your profile.

If you have a physical location where you treat patients you can enter in your physical address.

If you are a tele-health or mobile only provider you can enter in the towns that you service, or your service area.

During the setup process you will also be asked to enter in a main category to describe your business. Your main category should be the primary type of treatment you provide.

If you serve multiple areas you can also enter in subcategories for the other areas of practice.

For example, you may enter in physical therapy for your main practice area, but you also provide occupational therapy and speech therapy. You would have physical therapy as your main category and then OT and speech as sub-categories.

Once you have entered in all of your information you will be asked to verify your local profile. Most local practices will verify by mail.

Service area businesses can verify by phone, mail, or through Google Search Console. When you verify by mail Google will send a postcard to your listed business address.

The postcard will have a verification code that you will enter onto the verification page. The postcard will look something like the below.

How do you optimize your Google My Business Listing?

Most practices make the mistake of claiming their profile and then entering the bare minimum details. By doing so they are leaving money on the table.

Claiming it is just the start. When used correctly Google My Business can help move your practice to the top of the search engine rankings for your target keywords, and add new patients to your practice

Ensure your profile information is consistent

Name, address, and phone number, also known as NAP, in the online search world, provides the foundation for your local SEO.

Your information should be exactly the same with what is listed on your website. Inconsistencies in the information will negatively impact your search rankings.

In addition to name, address, and phone number your listing should includeL

Once you have entered in your NAP information you can focus on other adding updating your category and attributes.

There are over 2,395 different categories you can choose from and the key is to be as specific as possible when selecting your category.

You also want to think about your keyword strategy and ideally line up the category you select with your main target keyword.

Attributes can help you answer questions that potential patients may have about your practice and gain a better understanding of what you offer.

The primary category you select will ultimately drive which attributes will be available to you.

There are 33 different healthcare related categories and 158 attributes that cover accessibility, service options, diversity, highlights, planning, and payments.

For a Medical Clinic, you may have the following attributes:

You will also want to update your business description. The description should help a new patient understand the services you offer and what sets you apart from other practices.

When writing the description, use the opportunity to add in your top keywords as part of the description. Make it sound natural and human and avoid stuffing in too many keywords.

Add photos and videos to your listing

After your information is complete you can start focusing on the visual aspects of your profile. Listings with photos are perceived as more reputable and get more clicks.

Businesses with photos on their listings receive 42% more requests for driving directions on Google Maps and 35% more click-throughs to their websites than businesses without photos, according to Google.

Search Engine Journal

The most important piece of imagery, and the first thing that searchers will recognize is your logo.

Google recommends using a square sized image as their business logo. In addition to your logo, you should also add a cover photo. The cover photo is the large image at the top of the listing page and is an opportunity for you to showcase your brand's personality. The cover photo has a 16:9 aspect ratio.

Interior photos are another key piece of visual imagery that should be added to your listing. Take a picture of your waiting area, treatment rooms, and other parts of your practice that will help patients get a visual feel for how your office is laid out.

You can also add photos of your staff, the services that you offer, your staff treating patients, the exterior of your office, and available parking.

Photos should follow these guidelines

Google also allows for video to be added to your profile. Video is fast becoming the most popular form of media consumed on the web. Google also offers the opportunity for you to add a virtual 360 degree tour.

Video posted on your listing must be:

Optimize the services section

The services section allows you to provide information on what your practice can offer patients. You can find the services section along the left-side navigation panel on your GMB dashboard.

You can enter in your main service at the top and services can be grouped by topic. You can also write a brief description for each service area. In this example we have Occupational Therapy as the main service with related items and descriptions.

There is no limit to the number of services or sub-items that can be created.

Ask for reviews and respond to them

Reviews are the lifeblood of local search.

Positive patient reviews, and especially recent reviews will keep your profile above the competition.

From your home dashboard you can find a link that you can provide to your patients that will take them to a page where they can ask patients to leave you a review on Google.

There are several ways to get more positive patient reviews on Google. You can include the link as part of an email to all of your existing patients, and start a process to send the link out to new patients after they have visited your practice or completed a set number of treatments.

You can also generate a QR code and place on a business card or visual display within your practice.

It is also critical that you respond to each and every review, whether positive or negative.

Add posts to share business updates

Think of GMB posts similar to Facebook posts.

This features allows you to share content about your business in the form of text, photos, and videos. Some examples may be:

You can create post directly from your GMB dashboard by navigating to the "Posts" section along the left-side navigation.

Google posts are a great way to keep things active and can help with driving more traffic and engagement to your listing.

Add Q&A to your profile

Displaying answers to common questions you hear from patients is a great way to build trust, but it is also another opportunity for Google to display your profile in the search results.

Questions are intended to be asked by users rather than the practice owner, so you will need to use a personal Google account to ask questions on your profile. Once you are logged in with a personal profile you can search for your practice and then click on "ask a question."

Enter in all of the common questions that you would like to answer. Once you have entered in the questions you will need to login with your GMB admin email. From the dashboard you can view each question and respond to the questions you asked from your personal profile.

Conclusion

There are many ways for your new patients to find your practice, but none is more important to local search than Google My Business.

If you have any questions about how to set up or optimize your local business listing, don’t hesitate to reach out and ask. You can contact us directly or any of our specialists at Amplify Health at any time.

How to ask patients for reviews

Patient reviews are a critical component of online reputation management, but many providers feel awkward asking directly. Learn how to ask patients for reviews.

Consistently acquiring positive patient reviews is one of most critical components to attracting new patients online.  According to a study by Software Advice, which surveyed 1000 patients in the US, 71% of respondents use online reviews as a first step to finding a new doctor.

Positive reviews on Google are not only good for your online reputation, but they will also help with your SEO.  Pages with more positive reviews, and especially more recent positive reviews tend to outperform their competitors in the search engine results.  

Despite the importance of reputation management, many doctors, physicians, and medical practice owners feel uncomfortable asking for a patient review.  Positive online reviews are so crucial you cannot afford to be shy about asking for a review.

Here are some simple ways you can broach the subject with patients, and feel less awkward doing it.

Realize writing and asking for reviews is commonplace

We as consumers are conditioned to leave feedback, whether we are commenting on a great restaurant experience in town, leaving a product review on Amazon, or providing a recommendation to a friend.  People are more than happy to share about their experiences and to help guide others when they are searching for a similar product or service.  

Your patients are leaving reviews and providing their opinion on other businesses, so why would they be resistant or uncomfortable leaving you a review?

Ask when you receive a positive comment

Patients are typically happy to give you or your associates a compliment.  When you hear a patient providing praise you can say something like “thank you for the compliment. It means a lot to us to hear that.  Would you be open to leaving us a review online to share your experience with others?”  

Patients will be happy to share their positive experiences with others and it will help your practice convert more browsers to visitors.  According to SideCar, positive patients boost conversion by 270%. 

If you are asking in person it is helpful to have a card handy with a QR code that the patient can scan and with a link to your Google My Business review page.  This will help to serve as a reminder and guide them to the right place to leave a review. 

You can have a tablet in the waiting room with a pop-up display to give patients in the waiting room an option to leave a review while they wait.  Here is an example of a 5 x 7 display from Shop Pop Displays.

Pop Up Display for Google Review

Personalize your message

Make your patient feel special!  You’re unlikely to get a response to a generic email asking to “review us please.” No one wants to feel like they are just another number.  If you are sending automated communications make sure they are personalized with the patient’s name and try to strike a casual tone. If you sound desperate or needy, you will only push a person to not follow through. 

Patient Review Email Example Template

Try to keep it short, simple, and casual.  Here is an example template that you can use when asking for a review over email.

Hi <PatientName>,

I hope you don’t mind me getting in touch, but we’d really value your feedback on your experience so far with <Practice Name>.

We completely appreciate that medical visits can be of a sensitive nature, so you don’t need to be explicit about the reason for your visit. Just a few details about how you felt you were treated and what you thought of the overall experience.

You can click the link below to leave your feedback; it’ll only take a minute or so of your time.

<insert link to Google MyBusiness Review>

You don’t know what messaging will work until you try it. Test out different messages to different patients to find one that works the best.

How to ask for patient reviews in Person

At the end of a patient’s visit you can ask questions like ‘were you able to easily schedule your appointment?” or “have I addressed all of your concerns?” If the feedback they are providing is positive you have the opportunity to ask them if they are open to sharing their experience with others. 

Conclusion

The best and most effective way to increase positive reviews on Google is simply to ask. Be proud of the care you provide and help guide your patients in a way that makes it easy for them to share their positive experience with others.  You can also read our guide on 5 steps to increasing positive patient reviews on Google for more tips and tricks to managing your reputation online.

5 Steps to Increase Google Reviews

One of the single largest drivers of your success online is the volume and recency of positive online reviews.  It should get your attention when 88% of consumers say they trust online reviews as much as personal recommendations. Just think, when was the last time you didn’t read the reviews about a business before visiting for the first time? Reviews impact the success of a practice more than many providers realize. When 97% of consumers say reviews influence their buying decision, review management has to be a top priority for every practice owner.

Reviews not only impact buying decisions, but they also have a major impact on where your practice appears in the local search rankings.  Google’s own support page states “Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business' local ranking.”

Darren Shaw from Whitespark creates an annual study on local search ranking factors. The study is a survey of several of the leading local search experts in the industry.  The latest study published in 2020 shows that reviews account for 16% of local search rankings.

Consistently increasing the number of reviews on Google and other platforms requires a systematic approach.  It starts with having the processes and methods in place to measure patient satisfaction.  

1. Find the right timing to ask for feedback

Depending upon the type of practice it may make sense to send a patient satisfaction survey after each visit or after a set number of visits.  In our practice, we start with an initial evaluation that usually leads to several weeks of rehabilitation treatment.  We could ask for a review after the first visit, however a patient will not experience any real progress until several weeks into treatment.  For our practice we found the sweet spot to be after 3 to 4 visits.   The key is to have a process in place where you are consistently asking for reviews on a regular basis.

2. Track Patient Satisfaction

We ask our patients to rate how likely they would be to recommend our practice to a friend on a scale of 1 - 10.  If a patient rates us below a 7 we would not ask the patient for a review, but rather follow up via phone or email to learn more about why they did not have an overly positive experience. 

By measuring patient satisfaction in this way we are also able to establish a Net Promoter Score (NPS) that we can track on a monthly basis by office and by therapist.  The Net Promoter Score was created in the early 90s and has become a widely adopted standard for measuring a Customers likelihood to give a positive referral.  

We also use an automated email template that routes anyone who gives a score below a 7 to a form that sends an email to our office.  Anyone who rates a 7 or above is directed the review page on our Google MyBusiness Listing.  

3. Send automated communications and follow-ups

Once a patient reaches our visit threshold for sending feedback they receive an automated template email asking them to provide a rating and review.  The email is automatically personalized to include the patient’s name.  

If the patient does not provide a rating or review on the first email we will then send up to two follow up emails to increase the chances of them leaving a review. In addition to email we also send a text message follow up 72 hours after the initial email if the patient did not click through to a review.  

Sending follow ups through multiple communication methods greatly increases the percentage of patients who end up leaving a review on Google. 

4. Respond to positive and negative reviews

While Google has not confirmed that responding to reviews impacts your local search rankings, they explicitly recommend it on their support page.  “Respond to reviews that users leave about your business. When you reply to reviews, it shows that you value your customers and their feedback. High-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location.”

In 2018, TripAdvisor conducted a study on local hotels and found those hotels that responded to reviews saw a 12% increase in the number of reviews and a rating increase of .12 stars.  

Responding to a negative review can be difficult and awkward, but it is important to respond.  Our healthcare marketing guide has sample responses you can use when responding to both positive and negative online reviews.

5. Leverage an online review management system

An online review management system will have the capability to create and send automated feedback requests and follow ups via text and email, as well as have the tracking in place to see your progress.  

Amplify Health’s platform will give you the ability to automatically send requests for feedback and then track how they are performing.  You can see where certain patients are in the feedback funnel. 

You will also want to monitor and track reviews in Google and across multiple platforms.  It is important to consider both the volume and recency of collected reviews.  Amplify’s dashboard has the ability to filter by various time periods and sources.

Conclusion

Building and maintaining an online review program is a great way for practices to improve their local search rankings and brand perception.  Amplify Health has been helping practices with managing and monitoring online reviews through an intuitive and easy-to-use dashboard.  Click here to schedule a free demo.

Contact Us

Phone:  (201) 755-0568

Support: support@amplifyhealth.io

115 Franklin Tpke., Suite 230 Mahwah, NJ 07430

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