Facebook Growth Strategies For Healthcare
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For video recording go here: https://www.youtube.com/watch?v=tW8t3mRBxbY Finding ways to drive procedure growth is paramount for any medical device company. This was something I focused on when I was at two different surgical robotic companies that were first to market. The obstacle was how do we educate patients about the latest technology as well as information on the condition so they make the best decision for them? After a couple years and tens of thousands of ad dollars spent I got major traction on some strategies and I wanted to share them with the group. After presenting at various medical device, pharma, and biotech conferences, I've recorded a video on my most requested talk on using Facebook marketing to drive procedure growth. In this video, you'll learn: - Understanding the patient’s digital journey - Using data from audience insights to develop a persona profile - Creating a Facebook lead generation ad - Identifying growth tactics for the Facebook algorithm Ill be uploading this and more "How To" videos like this on the Khateeb & Co page here on LinkedIn for easy reference. Feel free to ask questions in the comments below.
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Facebook Growth Strategies For Healthcare
- 1. Facebook Growth Strategies For Healthcare Omar M. Khateeb
- 2. DISCLAIMER The views and opinions expressed in the following PowerPoint slides are those of the individual presenter and should not be attributed to any the directors, officers, or employees with which the presenter is or previously employed at. The opinions expressed are not the official opinion of any organization the speaker has had employment with.
- 3. My History 3 ◎Former Medical Student ◎Two Surgical Robotic IPOs ◎Cofounded p.s. Mister, a Fashion Inventions Company ◎Growth Marketing at Potrero Medical, a Predictive Health Company
- 4. ◎Digital Journey to Health ◎Developing a Persona Profile ◎Designing a Lead Generation Campaign ◎Deploying Algorithm Tactics Agenda
- 5. Digital Journey to Health
- 6. “Be the expert on marketing to your customer’s customer”
- 8. Search & Web Content Family & Friends Mobile & Tablet Devices Online Video TV & Radio Physicians
- 9. Disease 49%Symptoms 35% Branded 10% Treatments 6% . Patients Start Search Path on Non-Branded Term
- 10. Patients End Search Path on Branded Term Branded 48% Disease 23% Treatments 4% Symptoms 25% .
- 12. “How can we influence the digital path and educate people on what to search for?”
- 13. Start with unbranded content on Facebook/Instagram Convert with branded video content on Fb/IG or your website
- 14. Designing a Persona Profile
- 16. ◎Men Ages Above 25 ◎Reside In Pennsylvania ◎Have Hair Loss Persona Profile
- 17. Pennsylvania Demographics Age Largest ideal market is between ages 45-54 – Focus here! Key persona is married with a high school education Most common employer is the government *Source: Data Sourced From Facebook Ads Manager And Audience Insights. Data Portrayed In This Slide Is An Estimate Only. Actual Results May Vary.
- 18. Top Locations Erie, Pennsylvania 4% Harrisburg, Pennsylvania 4% Kreidersville, Pennsylvania 4% Lehigh Gap, Pennsylvania 4% Reading, Pennsylvania 4% Rohrerstown, Pennsylvania 4% York, Pennsylvania 4% Philadelphia, Pennsylvania 25%
- 19. Top Categories of Target Patient *Source: Data Sourced From Facebook Ads Manager And Audience Insights. Data Portrayed In This Slide Is An Estimate Only. Actual Results May Vary. 1 Politician Scott WagnerTom Wolf 2 Government Organization Pennsylvania Game Commission 3 Wine/Spirits Fine Wine & Good Spirits 4 Brewery D.G. Yuengling & Son, Inc. 5 Movie/Television Studio Meanwhile in Philly
- 20. Device Usage *Source: Data Sourced From Facebook Ads Manager And Audience Insights. Data Portrayed In This Slide Is An Estimate Only. Actual Results May Vary.
- 21. Creating a Lead Gen Ad
- 27. Hear what patients have to say about their experience.
- 29. “Marketing to an AI is the obstacle to storytelling to human beings”
- 30. Emojis for Scale
- 33. Educate Employees to Take Part!
- 35. Build Social Proof in the Comments
- 36. Courtesy of Buffer Social https://blog.bufferapp.com/facebook-algorithm Focus On Active Interactions
- 37. What about physicians, nurses, etc?
- 40. 3 Key Takeaways Use Facebook Insights For Persona Profiles Engage, Entertain, & Educate Fuel Conversion with Video
- 41. “Think like a scientist and then act like an artist”
- 42. Thank You! Let’s connect! Add me on…. @OmarMKhateeb @Omar M. Khateeb Be sure to follow Potrero Medical on LinkedIn, Facebook, and Instagram
- 43. Resources
- 44. These guys are giants for SEO! They outrank Instagram on their own page….and they just started doing med device / physician marketing. Talk to them! For a free demo just email sales@logicinbound and mention Omar sent you. He’ll do a free video analysis and competitor comparison ;)
- 45. On DTC nurturing of leads that physicians get, Dance Card has an amazing platform (and at an incredible price). Great ROI and have worked with plenty of companies (Intuitive Surgical, Boston Sci, etc) Email Colin and as usual mention me to get a free customized demo colin@dancecardrx.com
Editor's Notes
- Tell a story that is genuine, authentic, and fits the worldview of who youre telling it to. If they wont buy knowing what you know or feel bad after a purchase, you did something terribly wrong.
- Tell a story that is genuine, authentic, and fits the worldview of who youre telling it to. If they wont buy knowing what you know or feel bad after a purchase, you did something terribly wrong.
- Big Data Behavioral Psychology Targeted Engagement Behavior Change + + = The parent company of Cambridge Analytica, SCL Group, has honed a unique expertise in behavioral communications and the science of persuasion over the past 25 years. The firm started in the defense and nation-building space, using behavioral psychology to first understand a population, then apply the levers of influence to effect demonstrable change in attitudes and behaviors within that population. We have helped the U.S. Department of State and NATO to bring stability to dangerous and complex environments around the globe.
- Where your target patient spends time (online and offline)
- This is really about how to market to an AI so that you can get to market to human beings
- Elicit positive feedback High engagement and time investment Social and shareable Results in liking, commenting, and sharing Posts that result in clicking
- Use facebook live links in comments. This also helps regulate third parties (fda draft guidance) by channeling conversations onto your channel.
- “unity,” which refers to the perception of shared identity. Family is the ultimate shared identity and Cialdini proved its potency with a classroom experiment. Unity can be based on other groups: ethnicity, geography, shared interests and many more. The more the individual identifies as being a member of that group, the more powerful the unity effect will be.