Facebook Advertising Overview:
In light of current events, Primary Care Partners wanted to create local brand awareness, increase social media engagement, and ramp up website traffic. They wanted to signal that their team is here and ready to help the community through this difficult, rapidly changing time.
So far, our Facebook ads have created over 12,000 impressions, produced approximately 360 phone calls, and 8,002 ad clicks. A great success for the first 30 days of the campaign.
Online Marketing Executive Summary:
Here at PLAY, we created a plan that used advanced marketing tactics, and custom-designed Facebook ads strategically shown to the right demographic, in order to direct them to the website where they were then encouraged to contact the doctors’ office for an appointment.
The client wanted our Facebook advertising campaign to hit upon three subjects:
- That Primary Care Partners is open for business, but would not be accommodating any walk-ins at present.
- Primary Care Partners is utilizing telehealth technology to care for new and existing patients.
- Primary Care Partners is currently accepting new patients.
Identifying the Problem:
One of the greatest challenges of the campaign was figuring out how to speak to patients who were concerned about their health and the well-being of their loved ones. We decided to take cues from the physicians working at Primary Care Partners, in order to speak to the target audience and make them feel comfortable and cared for. While also making sure the general public knew the doctors’ office was prepared to take on new patients and could serve them in various ways, including telehealth technology. (This led to approximately 360 phone calls from our Facebook ads in just under 30 days).
In addition, we needed to decide how best to target all Lincoln, NE residents over the age of 25. Since awareness was the primary goal to start, we recommended casting a wide net over Lincoln, and then analyzing the demographic data as the campaign evolved.