Is your plastic surgery practice struggling to attract new patients, despite being renowned in the plastic surgery industry for delivering top-notch results?
With all your impressive attributes, your appointment calendar should be full to bursting. Yet, that’s probably not the case—you may even notice a decline in new patient inquiries, consultations, and procedures.
While this drop could be due to other reasons, it might be because your marketing strategy isn’t tailored to today’s patients.
With roughly 78% of patients turning to social media sites like Facebook to find surgeons, digital marketing isn’t just an option—it’s essential. Gone are the days when patients waited for healthcare suggestions from family and friends—you need a new strategy.
Utilizing Facebook advertising can address your challenges and allow you to reach and engage potential patients who were previously out of reach. But let’s be real: It’s not as easy as it sounds.
Many plastic surgeons find it challenging to navigate the ever-evolving social media marketing (SMM) landscape. After all, it’s time-consuming, technical, and requires constant monitoring.
Plus, outsourcing your Facebook ad campaigns doesn’t always yield results—a sentiment many of our clients, especially those who have been burned before, can relate to.
So, why should you partner with us? Simple: We specialize in digital marketing for surgeons, and we understand Facebook Ads. Using our data-driven, scientific approach to Facebook advertising, we can help you:
- Attract high-quality leads that convert into loyal patients.
- Build trust with your target audience and enhance your brand reputation.
- Outshine your competitors and dominate your local market.
We’ve mastered the ins and outs of Facebook advertising, so you don’t have to. Speaking the same language as Facebook engineers allows us to deliver patient leads for our surgeon clients at 30% to 70% lower cost than other marketing tactics.
Ready to see actual results? Contact us to claim your free, personalized Facebook marketing strategy.
Call us at 310 879 8003 or email contact@digitalspotlight.com. You can also visit our California office at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.
Why You Should Use Facebook Ads for Your Plastic Surgery Practice
From traditional techniques like print and radio advertising to search engine optimization (SEO) and pay-per-click (PPC) marketing, various channels exist to help you promote your practice.
However, if you want your plastic surgery practice to be seen by millions of potential patients and stand out in your highly competitive industry, you shouldn’t ignore Facebook Ads.
In a nutshell, this advertising platform lets you run advertisements on Facebook. The question is, why should you? What benefits does using Facebook Ads offer your practice?
Here are some of the most noteworthy ones:
- Precise targeting: Facebook lets you advertise to a particular audience segment based on characteristics such as demographics, interests, behavior, and location.
This detailed targeting ability ensures that your marketing budget is exclusively spent reaching and engaging your desired patients, reducing wasted ad spend.
- Diverse ad formats: Facebook gives you creative freedom. It lets you use various ad formats, including images, videos, and carousels (multi-image or video), to engage your target patients.
This flexibility allows you to showcase your plastic surgery products or services creatively, ensuring your marketing materials resonate with your audience, regardless of their preferences.
- Advanced analytics: Marketing trends change over time. A strategy that works today may be less effective or not work at all tomorrow. Fortunately, Facebook doesn’t keep you guessing.
Facebook Ads provides detailed insights and metrics that help you see your campaign’s performance clearly, giving you the information you need to tweak your tactics for maximum returns.
Invest in Platforms Where Patients Spend Their Time
Facebook has been around since 2004. Since then, countless other social media platforms with unique features have launched, including YouTube, X (formerly Twitter), and TikTok.
Yet, over five million businesses and professionals, including surgeons, still invest their hard-earned money in Facebook advertising, contributing to the platform’s $170 billion revenue.
The question is, “Why?” It’s nothing complex: Facebook is where people usually spend their time. Around 222 million users in the United States spend roughly 14 hours monthly on the site.
That’s a 14-hour window every month to reach hundreds of millions of potential patients for your plastic surgery practice!
Creating Ads That Engage and Convert
Here’s something you likely won’t hear from other digital marketing agencies: You don’t need professional help to create Facebook ads.
However, creating ads that engage and convert is a different story.
Advertisements that capture attention, spark interest, and ultimately turn Facebook users into patients don’t happen by accident—they’re premeditated, which starts with the marketing philosophy.
What’s your goal for your practice? Are your marketing materials designed to convince consumers that they want the products or services you offer? If yes, then you probably started on the wrong foot.
Marketing, mainly great marketing, is about providing your audience’s needs. When you focus on meeting your audience where they are, you don’t even need to sell.
Fortunately, whether it’s writing ad copies or helping you foster long-lasting relationships with your online community, we, and by extension, our Facebook marketing services, embrace the latter principle.
What Are Facebook Ads for Plastic Surgeons?
Facebook ads are how they sound: advertisements that appear throughout people’s desktop news feeds (DNF), mobile news feeds (MNF), or the desktop version’s right column (DRC).
For plastic surgeons like you, Facebook ads are potent tools for:
- Expanding your practice’s reach
- Improving brand awareness
- Driving website traffic
- Generating patient leads and sales
Instagram vs. Facebook for Plastic and Cosmetic Surgeons
As they say, “Don’t put your eggs in one basket.” If you want to drive more patients toward your plastic or cosmetic surgery practice, you should consider advertising on several channels.
One of these opportunities is Meta’s other social media platform, Instagram. Like Facebook, Instagram offers you a massive audience base, boasting around 166 million users in the US.
A significant advantage of advertising on Instagram versus Facebook is that the former offers a younger demographic, with 78% of its users between 18 and 29.
Why is having a younger audience a benefit? They’re more focused on enhancing their appearances and boosting self-confidence, making them more likely to undergo plastic and cosmetic procedures, such as:
- Breast augmentation or augmentation mammoplasty
- Rhinoplasty (cosmetic and functional)
- Liposuction (also called lipoplasty and body contouring)
- Neuromodulator injections like BOTOX®
- Skin treatments, such as laser treatment of leg veins
Fortunately, we also offer Instagram Ads Management. Schedule a free consultation by calling 310 879 8003 or emailing contact@digitalspotlight.com to learn more about them.
Creating A Campaign for Your Practice
Digital marketing campaigns aren’t created equal. If you’ve tried being your own Facebook Ads manager or paid for “professional” help that didn’t yield acceptable results, you know that statement to be true.
Some campaigns are more effective than others at engaging and driving potential patients toward your exceptional, competitive plastic surgery offerings.
But not to toot our own horn, our managed ad campaigns have consistently bridged healthcare professionals and those who need their skills and expertise at a 30% to 70% lower cost than other advertising options.
Here’s how we make that happen:
Defining Your Campaign Goal
People always say, “Don’t count your chickens before they hatch.” However, foresight is essential to create ad campaigns that produce results. So, what do you want to achieve with your campaign?
Do you want your Facebook ads to boost likes and engagement on your posts? Are you after more website traffic? Whatever your goals, it’s critical to define them.
It’s worth noting, however, that while we can help fulfill your campaign ambitions, regardless of what they are, we specialize in delivering hot, qualified patient leads—the results that truly matter for surgeons.
After all, what sense is better engagement on your Facebook posts or more clicks on your ads if they don’t translate to consultations or procedures for your plastic surgery practice?
Choosing Your Target Audience
Advertising is like fishing. The fish you’re after sets the stage for what bait you’ll use and where to park your boat. In other words, you must determine your target audience.
What’s your ideal patient’s age, gender, or location? Are they more interested in reconstructive procedures than cosmetic ones? Understanding your patients is crucial for effective Facebook ads.
But don’t worry. Our unique, data-driven audience analysis process lets us pinpoint the most valuable patients, giving us insight into the appropriate tactics to engage them.
Creating Engaging Ad Content
Although Facebook ads can be invaluable for promoting products and services, as evidenced by more than five million advertisers on the social platform, they have a glaring weakness: they’re ads.
Unfortunately, people don’t like advertisements. Worse, you can’t pass ads off as organic Facebook posts, as they’re generally marked as “Sponsored” or “Ads.”
So, how do you encourage users to interact with your marketing materials? You make them appealing, informative, and persuasive. Fortunately, we handle the technical and creative sides of Facebook ads.
From crafting compelling ad copies to curating eye-catching photographs, we utilize everything at our disposal—and allowed on the platform—to make ads that resonate with potential patients.
Utilizing Retargeting
Not everyone who sees your Facebook advertisements will book a consultation or schedule a plastic surgery procedure. Some need more time and convincing to make their decision.
The good news is that Facebook allows you to retarget these users—those who have already shown interest in your offerings but have yet to perform a desired action, like inquiring about a service.
With this remarketing capability and our inside track on the math that Meta engineers use, we can design highly targeted campaigns that reengage audiences and increase the chances of conversions.
Configuring A/B Testing and Budget for Your Healthcare Campaign
Imagine hosting a party and deciding between two snacks to serve—pigs in a blanket and deviled eggs. While you want to offer both to guests, your budget only allows for one.
If you want to ensure your next party has the most snacks guests will enjoy, you could offer small portions of both first. Doing so allows you to determine which snack your guests prefer.
A/B or split testing works the same way for Facebook ads. It lets us weigh different ad variations against each other to identify which performs more effectively, helping us determine where to dedicate your marketing budget.
Using Video Ads
Facebook allows advertisers to create ads in various formats, from single images to carousels. But we also leverage video ads to boost our clients’ chances of attracting potential clients.
Why? Video is the perfect medium to explain complex procedures, showcase your expertise, share patient testimonials, and highlight your practice’s unique selling points.
Facebook video-based advertisements are so effective at capturing audience attention that around 74% of in-stream, non-skippable video ads are watched until the end.
Creating Your Facebook Ad Sets
Think of a Facebook ad campaign as a big project; ad sets are its mini teams. Each ad set is a group of advertisements that follow the same game plan—the how, when, and where to appear.
When you create a Facebook ad set, your choices, such as the budget, audience, or schedule, become the rules for every ad in that set. For this reason, it is crucial to set up your ad sets properly.
Here’s how we ensure your Facebook ad sets deliver maximum returns on investment (ROI):
Your Plastic Surgery Ad Offer
Your ad sets can target the audience most likely to engage with your plastic surgery business. You can schedule them to appear when potential patients are most likely to scroll through their news feeds.
Unfortunately, that may not always be enough to draw leads and generate sales for your practice. After all, some people need more than tailored and well-timed ads to convince them.
Here’s where we utilize Facebook Offers. Facebook Offers allow you to share discounts and promotions that can help boost your conversion rates and turn users into paying patients.
Your Ad Placements and Budget
People access Facebook primarily through a desktop computer or a mobile device like a smartphone. Where your Facebook ads appear depends on which device your target audience uses.
Generally speaking, you place ads on the MNF for mobile users and either the DNF or DRC for desktop users. Our job is to ensure the proper placement of your ad sets.
For instance, if your ad sets’ DNF and DRC placements aren’t performing well, we can allocate more of your marketing budget to the MNF, maximizing ad spend and raising the chances of conversions.
Creating Your Facebook Ads and Understanding the Structure
Your campaign settings and ad sets undoubtedly contribute to the effectiveness of your Facebook Ads venture. But do you know what’s even more critical to your success? The ads themselves.
Your Facebook ads are your first touchpoint with potential patients. When properly created, they drive users toward your plastic surgery offerings. If not, they’ll make your advertising dollars vanish.
To understand how we make lead-generating advertisements, you must learn the various elements contributing to their effectiveness.
Here’s a breakdown of a Facebook advertisement’s structure:
Ad Images, Headlines, and Descriptions
A Facebook ad contains the information you want your marketing materials to display and your target audience to see, including the ad image, headline, and description.
The ad image, referred to as the “creative,” is the visual element of your advertisement. You can access a selection of creatives, ranging from static and animated images to videos and carousels, through your Facebook Ads account’s creative library.
The headline is the 40-character (or less) text snippet below the creative. The description is the 30-character (or less) text preview that appears under the headline.
These three parts give potential patients a glimpse into what you’re offering. So, we must ensure that they capture attention by procuring striking images and writing a persuasive message.
The Ad’s Main Text, Call to Action, and URL
In addition to the creative, headline, and description, a Facebook advertisement contains a main or primary text, call-to-action (CTA), and URL (uniform resource locator).
The primary text appears at the top of your advertisement—below your account name and above the creative. Note that while a Facebook ad can display more characters, it only shows the first 125.
The CTA is the action you want your audience to take, whether visiting your plastic surgery website, downloading a brochure, or contacting your practice through your phone number.
The URL or the destination link serves as the “Thank You” page of your Facebook ads. It’s where you send users after they click on your advertisement and can learn more about your offer.
Our job is to highlight the benefits of your plastic surgery services in the main text, make your CTAs compelling, and send potential patients to a landing page appropriate and relevant to your ad.
Conversion Tracking
While not a Facebook Ad element, conversion tracking allows you to measure an ad’s effectiveness. This feature lets us monitor critical metrics, from website conversions to email clicks.
Our responsibility is to ensure that conversion tracking is working properly and to monitor the numbers for monthly growth. This allows us to gain insight into what we must do to optimize your advertisements further.
Policies to Follow for Your Medical Ads
When creating medical-related advertisements for Facebook, such as for plastic surgery, you must ensure your marketing materials comply with the platform’s advertising standards.
After all, violating Meta’s policies can result in your ad’s rejection or, worse, your Facebook Business Account and its assets may be restricted—situations in which you don’t want to find yourself.
So, here’s how we ensure your plastic surgery Facebook ads are compliant:
Policies to Remember When Operating in the Healthcare Field
As a healthcare professional, you have a greater responsibility to maintain trust and credibility, especially since your words can significantly impact people’s lives.
It’s true that Facebook’s advertising guidelines are extensive and can be complex. However, four general principles guide the platform’s marketing policies:
- Protecting users from unsafe and discriminatory practices: Your ads must comply with the laws in your region. You must also avoid biased practices and the promotion of illegal or hazardous substances.
- Safeguarding patients from fraud or scams: Facebook doesn’t tolerate ads that mislead users out of their money or personal information. So, you must be honest, straightforward, and trustworthy.
- Providing positive user experiences: Facebook wants to ensure its platform delivers a positive user experience. That’s why your ads must not contain sensational, excessively violent, or shocking content, including certain adult content and profanity.
- Fostering transparency: Transparency is nonnegotiable on Facebook. For this reason, it offers tools like the Ad Library, which lets anyone explore advertisements running on the platform.
How to Stay Compliant and Avoid Disapproval
Nothing’s more frustrating than spending valuable time on an ad only to have it rejected, especially if that resource could have been better utilized to provide exceptional patient care.
Fortunately, when you partner with us, you can avoid the added headache of familiarizing yourself with Facebook’s guidelines and double-checking that your marketing materials align with them.
After all, we think like the people at Facebook. This allows us to adapt to the platform’s constantly changing rules and algorithms, ensuring your campaigns are Meta-compliant and are running smoothly.
Tips to Improve Facebook Ads for Plastic Surgery
With detailed targeting options, remarketing capabilities, and advanced analytics, Facebook Ads offers a goldmine for growing your plastic surgery practice—if you know how to use it effectively.
Fortunately, we do. Whether you want to build a trusted brand presence or attract more consultations and procedures, our Facebook marketing strategies can make your every dollar count.
And those aren’t empty words. To prove that, here are tried-and-tested tactics to improve the effectiveness of a Facebook ad campaign:
Focus Your Energy on Mobile Ads
Part of our responsibility is determining the ad placement that will provide you with the most conversions and returns. Nevertheless, we also ensure that your ads appear on mobile news feeds.
And the reason isn’t anything complex: Around 98.5% of active users access Facebook through their mobile devices via mobile browsers or the social platform’s various mobile applications.
Build Landing Pages for Each Campaign
Imagine you click on an advertisement about the “Top restaurants in Los Angeles (LA)” only to be redirected to a business website talking about “How to create the perfect LinkedIn profile.”
Would you engage with that business after wasting your time? Probably not. That’s why our Facebook Ad strategies involve creating dedicated landing pages for your campaigns.
Deploy a Full-Funnel Strategy
Every patient’s journey is unique. Some are ready for a consultation or undergo a plastic surgery procedure. Others, however, are simply browsing and looking to be informed.
It’s important to leverage a full-funnel strategy to ensure your Facebook ads capture and nurture potential patients at every stage of the customer journey. Fortunately, we do.
For instance, depending on where a patient is in your acquisition funnel, we may target different keywords—terms and phrases that trigger your advertisements to appear.
To explain, let’s say you’re marketing your microtia ear reconstruction procedure. For out-of-the-market (OTM) patients or those solely searching, we might target the keyword “microtia surgery.”
For users entering the market (ETM) or those actively interested in microtia repair procedures, we might design your ads around the keyword “microtia surgery LA.”
At the same time, we might target the keyword “microtia specialist in LA” for Facebook users who are deep in the patient journey and ready to book a consultation or procedure.
Offer Special Promotions or Discounts
Who doesn’t love discounts and freebies?
People are more likely to engage with a business if they feel incentivized. And what better way to drive potential patients toward your plastic surgery offerings than with limited-time offers and discounts?
Enter Facebook Ad Offers. By leveraging these marketing tools, we can help your special promotions or discounts reach a massive audience and boost interest in your plastic surgery practice.
Focus on Local Targeting
Facebook can help you promote your practice and services on a national, and even global, scale. However, it also provides advertisers with tools to tap into your local market—and use them. We do.
We leverage Facebook’s geotargeting features to ensure you engage potential patients within your geographic location. After all, roughly four out of five people want to see ads customized to their immediate surroundings.
Keep Current With Facebook’s Advertising Policies
Facebook’s advertising policies and guidelines constantly evolve. You must stay informed about these changes to avoid ad disapprovals or account restrictions.
Fortunately, you don’t have to ever worry about that. We speak the same language as Facebook’s engineers, ensuring we fine-tune and align your campaigns to Meta’s advertising ecosystem.
Monitor Your Results and Adjust Your Strategy
Patient behavior and preferences change. So, your marketing strategy must also evolve to adapt to those shifts. But don’t worry. We never consider our managed campaigns as “finished.”
We’re constantly looking for areas of improvement and optimizing daily and weekly to ensure your Facebook ads continually generate hot, qualified patient leads that grow your plastic surgery practice.
Highlight Your Credentials and Expertise
Although Facebook ads‘ primary purpose is to boost your patient, consultation, and procedure numbers, they can also be used to highlight the qualities that make you the go-to person for plastic surgery.
Fortunately, our experienced content team can help you create content and write ad copies that communicate your expertise and credentials, helping to build trust and credibility with your patients.
Why Digital Spotlight’s Custom Plastic and Cosmetic Surgery Facebook Strategies Convert
Many of our surgeon clients have been with three to seven digital marketing agencies before us. But they stay once they see how effective our Facebook Ad strategies are.
Our 95.67% client retention rate is a testament to our ability to deliver advertising campaigns that produce results. The question is, “What do we do differently from other firms?”
Here’s why our custom plastic and cosmetic surgery Facebook strategies convert:
We Fuel Growth With Strategic Facebook Ad Tactics
We have access to Facebook’s exclusive data and advanced features. This insider advantage gives us strategic insight that our competitors only dream of.
We use this valuable business intelligence to guide our Facebook advertising approach, allowing us to zero in on tactics that provide unbeatable ROI, including:
Funnel-Based Messaging Strategies
We typically focus our Facebook marketing efforts on capturing users deep in their patient journey. However, that doesn’t mean we just leave out a significant slice of your audience at the table.
That’s why we use funnel-based messaging strategies to ensure your advertisements raise awareness for your plastic surgery practice and offerings and entice every possible patient.
Persuasive Copywriting
Advertisements are everywhere on Facebook, so the words you use matter. Fortunately, we use a sophisticated keyword selection process to craft ad copies that hit user intent and drive action.
Data-Driven Creative Testing
Unlike other digital marketing agencies, we don’t throw as many ads as possible at the wall to see what sticks. After all, that’s not a very effective way to utilize your marketing budget.
So, instead, we use data to drive our decisions. By constantly testing different ad variations, we can pinpoint what works best and optimize your campaigns for maximum returns.
HIPAA-Compliant Ads
Facebook ads don’t typically comply with the Health Insurance Portability and Accountability Act of 1996 (HIPAA). This law establishes standards for protecting sensitive patient health information (PHI).
Fortunately, you can trust us to keep the personal information we collect private and confidential. Call us for more information on how we can make your Facebook ads HIPAA-compliant.
Post-Click Optimizations
If you want to improve your Facebook ads’ click-through rates—the ratio of people who clicked versus those who saw your ad—we’ll design our strategies around that objective.
But there’s a reason why our tactics convert: We prioritize transforming those clicks into patient leads, consultations, and surgeries for your plastic surgery practice.
That’s why our Facebook Ads Management service emphasizes post-click optimizations, such as:
- Aligning ad copy with landing page content for a seamless experience
- Crafting persuasive calls-to-action (CTAs)
- Streamlining the conversion process to minimize steps
Audience Enhancements and Optimization Strategies
While advertising to as many members of your audience as possible may seem like an excellent strategy to get more patients, it doesn’t maximize your marketing budget.
After all, some audience members provide greater returns than others. Fortunately, we analyze your audience data to identify high-value segments and refine your campaigns to ensure you get the most value for your investment.
Hire an Expert to Manage Your Facebook Ads for Your Plastic Surgery Practice
Developing the skills necessary to create Facebook ad campaigns that produce desirable results can take valuable resources away from what you do best—providing top-notch plastic surgery services.
But that doesn’t mean you should forego your Facebook-domination aspirations. After all, you can always ask for help. By signing up for our Facebook Ads Management service, you get:
- Experts who understand the platform’s algorithms and who can optimize your ad spending
- Campaigns that consistently deliver patient leads at a budget-friendly price point
- Professional advertising assistance without restrictive lock-in contracts
If you’re ready to harness Facebook’s power and dominate the plastic surgery industry, schedule a free, no-obligation consultation with us by calling 310 879 8003 or emailing contact@digitalspotlight.com.
You can also talk to our Facebook Ads experts in person by visiting our California office at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.
FAQs
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Can you advertise plastic surgery on Facebook?
Yes, you can advertise plastic surgery on Facebook. However, some specific guidelines and restrictions must be followed due to the sensitive nature of the content.
For instance, if you’re running Facebook ads to promote procedures related to weight loss, you cannot use images that show a person on a scale or have a tape measure around their body.
For a comprehensive list of what you can and cannot advertise on Facebook, check Meta’s Health and Wellness advertising policy or talk to one of our Facebook Ads experts.
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Can I run BOTOX® ads on Facebook?
Unfortunately, you cannot run Facebook advertisements promoting BOTOX® injections.
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How does social media promote plastic surgery?
Social media platforms like Facebook, X (formerly Twitter), and TikTok have become invaluable channels for promoting plastic surgery. After all, they give you access to approximately 5.22 billion potential patients.
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Can you advertise medical products on Facebook?
According to Facebook’s medical and healthcare products policies, you cannot promote the buying, selling, or trading of medical and healthcare products, including but not limited to:
- Reading and prescription aids like glasses and contact lenses
- Thermometers
- Testing kits for diseases and medical conditions
- First-aid kits
- Breast pumps
