10/29/2020
96 Dermatology Patients in 1 month? Here's a detailed how-to guide!😄
Hello! Today I wanted to write an article overviewing how we got a dermatology practice 96 patients, in 1 month using Facebook ads. I wrote down in detail how you can replicate this for yourself using Facebook ads for your practice and see similar results.
If you are confused, please message me and I will happily take you by the hand and show you (in Facebook Ads Manager) how you can use this information and get similar results.
Our Approach
We thought that the best way to capture people’s attention is to get them to think about a very serious problem that can happen to people if they’re not careful. Our job was to make sure people are safe and not showing any signs of melanoma or cancer and that’s where we decided that a free skin cancer check ad could potentially save people’s lives. So, in our design for our landing pages(the website where they would be directed to), we asked visitors this question:
"Do you recognize what skin cancer looks like?"
The ad showed up with four unlabeled pictures of moles. Three of the four were harmful, and just us and the skin clinic knew which. From the 4 pictures, the second lesion from the left was the non-cancerous one. The rest were cancerous.
The idea was that the average person taking a look at the ad would see these moles and acknowledge they had no clue about whether any of the moles in the picture were cancerous. Ergo, they would not know which moles on their body were benign or malignant.
They would then choose to book a free skin check to be protected. The website they would visit after seeing the ad did not end with just the moles.
The website
At the bottom of the webpage, we utilized space to improve trust for the dermatology practice by utilizing excellent photos and video and great testimonials of her previous patients.
We talked about one dermatologist only to keep it simple. Most of the testimonials were from previous patients that mentioned her as the doctor who helped them out. We also made a video with the doctor where she explains the simple ways she would check for cancerous moles during the free cancer check procedure.
For the page's CTA(call to action) to bring in patients, we guided potential patients to the online scheduler(using calendly software) to book an appointment. We provided a telephone number to book an appointment also.
As I have mentioned before, the website content that I just talked about above will be seen after viewing the Facebook ad. And now I will explain the Ad precisly.
The Facebook Ad
We tried four different picture variations of the advertisement, which mentioned 'do you know what skin cancer looks like?'. Here's a description of the pictures we used with the same text and then saying 'The dermatology practice knows. Click the link to book a free cancer check appointment'. They were:
A lady doing yoga at a beach
A dermatologist inspecting a woman
A dermatologist inspecting a male child
A man holding a surfboard at a beach
Every advertisement variety got an even part of the $600 budget we set with the practice.
The ad focused on the number of skin cancer checks already performed on previous patients and specified that there was nothing hidden nor obligations with this offer and was free with no strings attached.
The winning ad was the picture of the dermatologist looking at the woman, so that was the advertisement we decided to stick with. We cut the other three and just ran that one ad.
For this advertisement set, we focused on women speaking English and are over 25 years old and are within 20-miles of the dermatology center.
Among the interests we targeted in Facebook Ads Manager were Beautiful skin, Dermatology, and Wellness and Health.
We thought that women would be more inclined to be worried about dermatological/skin issues and, hence, more likely to book a meeting with a dermatologist.
We also put into account that the women targeted would be worried about their spouse’s health, so we targeted the ad to married women also.
With the ad money left over from the 4 ads, we kept on running the successful advertisement until the end of the whole ad campaign. We realized it would be a success, but we didn't have an idea of how well it would do or how successful would it be compared to what else the practice had marketed before.
It ended up being the best ad the practice had ever run.
The Results
Here are the end results. All 4 ads:
Were viewed by 25,944 individuals
Got 56,491 impressions
Got 78 comments
Got 127 shares
Gained 185 responses in the form of likes and/or reactions
All this added up to a 4.53% CTR(click-through rate. CTR is how many people clicked from how many people saw the ad.)
Average was $3.73 Cost For every Lead.
The Winning Ad
The 1 ad we ran after cutting the other 3:
Got 21 likes
Got 3 comments
Got 6 shares
THE WEBPAGE
The Website(after clicking the ad)
Pulled in 671 views
Had about a 40% conversion rate, excluding calls.
All the Ads and Website combined
Created 268 site leads
Generated 28 calls
Brought in about 128 skin checks booked through the online scheduler on the website.
96 of those appointments were new patients who visited the practice to redeem the offer. 96 new patients were worth over $30,000 on average to the dermatology practice in the first year.
All of the Ads and patients coming in were in one month.
It normally was the slowest month of the year for the practice, however, our work transformed September into one of their most profitable month ever.
We ended up making the dermatology practice very happy(and profitable) with the results we brought them.
Before we met them, the people at the dermatology practice were doing nearly everything right. They simply weren't generating enough new patient interest.They had many things set up correctly: a strong site, good pictures, active Facebook and Instagram profiles, and many happy patients.
Everything was there. All the practice needed was to get their business in front of the right people on Facebook for a good enough reason. The path to increasing their sales was quite simple as you can see, just a skin cancer check targeting the right people which sent them to a well-designed webpage encouraging potential patients to sign up for a free appointment with a scheduler.
It's as simple as that.
Hopefully, you find this case study of an ad that worked very well for a dermatologist useful for your practice. Thank you for taking the time to read my article. If you have any questions, ANY, just message me and I would love to help you out to the best of my ability.
