Our teeth are incredibly important in our daily lives. They’re a prominent feature on our faces, and we need them to chew food for survival! While dental marketing may not be the most glamorous field, everyone needs a good dentist. (Anyone who has dealt with severe tooth pain understands this completely.)
So, how can you make your dental practice stand out from the crowd? We recommend Facebook—and here’s why.
Why Facebook?
Many dental marketers struggle to differentiate themselves from local competitors. However, with 2.38 billion monthly active users as of March 2019, Facebook offers a fantastic platform to invest in advertising for your dental practice. By employing strategic advertising techniques, you can fill your appointment slots without exceeding your budget. Another challenge in the dental industry is the “red tape” associated with healthcare marketing. nexus-security’s own Lauren Gentile, who worked in dental offices before joining our Customer Success team, now specializes in assisting our dental clients. Lauren highlighted the advertising difficulties this industry faces. “The biggest obstacle on Facebook or any advertising platform is navigating the regulations that come with being in a health-related field,” Lauren explains. “Figuring out what you can and can’t advertise is an ongoing hurdle. However, with my own success stories and those within the community, there are still effective ways to reach Facebook’s engaged audience and attract more patients!” Fortunately, I had the opportunity to delve deeper with Lauren and compile this list of the absolute best Facebook ad practices for dentists. Let’s get started!
1. Target Your Ideal Patients
If you’re new to Facebook advertising, get ready to be amazed by the numerous interests, behaviors, and demographics you can leverage to pinpoint your audience. “Facebook has incredible targeting options, from occupation to parental status and even the age range of children,” says Lauren.
Think about your desired patient demographic and their interests. Then, use that information to customize your targeting. For example, if you work in a high-end dental practice known for its excellent reputation but higher prices, you’d want to target a higher-income demographic. Facebook’s targeting makes this possible! Additionally, always utilize location targeting to ensure your ads reach potential patients near your office. “It all boils down to targeting. Facebook empowers you to precisely define your audience, which I’ve found to be incredibly valuable,” says Lauren.
2. Speak Directly to Your Audience
Writing ad copy can feel tedious. While it’s tempting to use generic text or rush through the process, dedicating extra effort to crafting compelling ad copy will yield long-term benefits. When writing your copy, highlight what distinguishes your practice. Is it your focus on children? Or perhaps the high-definition televisions that entertain patients during cleanings? Whatever it may be, incorporate it into your copy to attract new patients. “Tailor your creative and messaging. Having excellent targeting doesn’t guarantee that a generic ‘Best dentist in town’ message will resonate with everyone. Customize your content to your audience for optimal results,” says Lauren.
In essence, avoid the trap of lazy, generic copy. Instead, invest time in crafting a variety of customized headlines to determine what grabs attention. And this applies to your website as well! Explore these impressive dentist websites to see the difference between good and exceptional copy.
3. Test Your Calls to Action
Creating your ad copy is just the beginning! After brainstorming catchy headlines and calls to action (CTAs), it’s crucial to test their effectiveness. Lauren explains:
“Experiment with different calls to action and consider your targeting. Someone in their 20s or 30s might dread calling to schedule an appointment, so offering online scheduling can streamline the process. An older individual might prefer speaking with a patient coordinator, so align your CTA with the appropriate target audience.” Don’t assume your CTAs are inherently appealing. Running A/B tests to identify what resonates best with specific audiences ensures your copy is engaging enough to attract new patients.
4. Explore Different Ad Formats
Facebook encourages creativity and offers a variety of ad types to explore. This allows you to express your creativity and, more importantly, discover ad formats that resonate with your audience. Whether it’s a carousel ad showcasing multiple images of your office or a video ad introducing your friendly staff, take advantage of the diverse formats to find what works best. Lauren encourages her clients to experiment with all available Facebook ad types and stay informed about new opportunities. “Facebook is known for introducing new advertising features,” says Lauren. “These range from offer claims (free Invisalign consultations or free whitening kits with new patient cleanings) to Facebook Story ads.” If you’re unfamiliar with Facebook’s various ad types, explore our comprehensive Ultimate Guide to Facebook Ad Types to learn more.
5. Feature Your Staff in Your Ads
Humans connect with other humans; it’s natural. I often emphasize this because it’s true, yet marketers frequently overlook the importance of featuring people, especially in Facebook ad imagery. After all, it’s called “FACEbook” for a reason! Showcasing your staff is the most effective way to connect with potential patients, build trust, and establish familiarity, making them feel comfortable reaching out and scheduling an appointment. “People have seen enough stock photos of models in dental chairs—they want to see the actual dentist and staff. This fosters trust and familiarity for the user,” says Lauren. Regardless of whether you have an extensive library of staff photos, it’s never too late to start building one. Nowadays, smartphones capture high-quality images, so gathering ad imagery doesn’t have to be a significant investment. Just look at the inviting photo below. Isn’t it much better than a dull stock image?
6. Showcase Your Personality with Video Ads
While featuring people in your ad imagery is a great start, take it a step further with video. Video is undoubtedly the best medium for conveying your dental practice’s personality to your audience—and people love videos! In fact, according to Business 2 Community, videos are the most shared content type, with an average of 89.5 shares on Facebook. “Two years ago, dentists across the US posted videos of themselves ‘flossing’ and doing the ‘dental keke’ that went viral, and the response from new patients was incredible,” says Lauren. “Use humor when appropriate. People connect with it!”
So, don’t be shy—get your staff in front of the camera!
7. Create Seasonally Relevant Campaigns
Dental marketing lends itself well to seasonal campaigns, which you should leverage in your Facebook ads! Lauren observes that her most successful clients plan their campaigns around the seasons. “Target parents of elementary and middle school students in July and August with campaigns promoting dental checkups before extracurricular activities like soccer, dance, and debate clubs dominate their schedules,” says Lauren. “During the school year, target the same audience with messaging about appointment availability until 7:00 p.m. to minimize school disruptions.” Strategically planning your Facebook ad campaigns from a seasonal perspective effectively optimizes their reach and impact. Furthermore, Facebook’s ad scheduling feature lets you specify the time of day and days of the week your ads appear, ensuring your seasonal messages reach people at the optimal times.
8. Target Newcomers
As previously mentioned, Facebook’s targeting options are incredibly powerful. One option is to target individuals who have recently moved—an invaluable feature for dental practices. People new to an area are actively seeking dental care, so creating campaigns specifically for them is crucial. “Develop a new patient offer and target those who recently moved. It’s a fantastic way to increase brand awareness,” says Lauren. She advises using an offer to pique interest and directly address newcomers, warmly welcoming them to the community!
9. Offer Something Free
If you can offer something free to attract new patients, do it! People love freebies and are often motivated to act when there’s a positive incentive. “Facebook offer ads were a massive success for my dental client,” shares Lauren. “We offered a free whitening kit with any new patient cleaning. The best part is that potential patients could ‘save’ the offer to their Facebook profiles, and Facebook would even send email reminders to redeem it. This simplified our advertising efforts significantly, as Facebook handled the initial lead capture and follow-up. We witnessed a remarkable conversion rate and an unbeatable cost per acquisition (CPA).” Follow Lauren’s advice and boost your Facebook ad performance with this straightforward campaign style.
Now You’re Equipped to Succeed!
Facebook ads for dentists are a must-have in your marketing arsenal. Don’t miss out on potential patients by neglecting Facebook advertising. It has proven to be incredibly effective for nexus-security’s dental clients. “With the extensive limitations within the healthcare industry, raising brand awareness can seem nearly impossible. However, Facebook is our saving grace, enabling us to showcase what makes you, as a healthcare provider, so valuable to your patient base,” says Lauren.