Facebook advertising has become a powerful promotional platform for businesses of all industries.
The third-most visited site in the world, Facebook also ranks as the single most popular social media platform online, according to Hootsuite and We Are Social’s 2019 digital report. As of June 2020, 2.7 billion people have active accounts on Facebook, which includes 69% of US adults.
While pharmacies do need to be aware of social media parameters and standards for acceptable content, Facebook ads are a great way to connect with millions of potential patients.
Guidelines and Best Practices for Facebook Ads
Unlike Facebook posts, which you post to a business page or personal profile, Facebook ads are shared to a pre-selected target audience. When creating an ad, you choose specific parameters, including audience gender, age, occupation, interests, and location to reach the people most likely to be interested in your business.
Facebook has strict guidelines about what can and cannot be included in paid ad campaigns, especially when it comes to health and pharmaceutical advertising.
Facebook ads are not allowed to:
- Imply that the reader/viewer has a specific health condition or disability.
- Promote illegal drugs, drug paraphernalia, or any tobacco product.
- Promote unsafe supplements (defined at Facebook’s discretion).
- Contain before/after images that promote a health-related product.
- Name brand or generic prescription drugs and promote their use.
Facebook also restricts ads that:
- Promote CBD oil and hemp products. While CBD is not mentioned specifically in the advertising guidelines, the platform is still cracking down on ads that mention these products.
- Sell high-demand products related to COVID-19 or that use COVID-19 to promote political or social advocacy, according to the platform’s new pandemic advertising guideline.
However, there are still a lot of opportunities to promote healthcare products, services, tools, and events. Before they go live, all ads will go through a review process that checks images, text, and target audience as well as any landing pages.
Here are five best practices for creating successful Facebook ads:
- Follow the guidelines. Failing to do this will result in your ad being rejected, though you can easily make edits to your ad and resubmit.
- Define your target. Think about the demographics your current patients fall into and the geographic area you want to focus on. You can always tweak your audience based on ad results.
- Use good-quality content. Make sure all your content is relevant to your business with a clear message. And to get your formatting right, try Facebook’s guide to images and videos.
- Test and analyze. Pay attention to the results of your ads and keep track of them. This will help you narrow down your audience and refine your content so you can reach the right people.
- Ask for action. Add a strong call-to-action (CTA) to every ad that encourages viewers to visit your website, call your pharmacy, or attend your event.
Growing Your Pharmacy Business With Facebook Ads
According to Pew Research, about 80% of internet users search for health information online. As the most-visited website after Google and YouTube, Facebook is one of the first places people go to request and share information.
Facebook ads allow your pharmacy to market directly to audiences most likely to become new patients while also building an online network.
You can leverage the platform to highlight new user-friendly digital tools such as a pharmacy mobile app or website with digital refill capability. Ads can help you promote special events and new services, and get the word out about seasonal promotions. They can also drive traffic to your pharmacy website or encourage potential patients to visit your pharmacy’s Facebook page.
With a unique targeting system and wide audience potential, Facebook ads help your pharmacy market efficiently and grow your business online and off.
To learn more about how Facebook ads can make a difference to your pharmacy marketing, get in touch with us today.