Facebook and Instagram, although both platforms are owned by the same company and have an integrated ad system, they function very differently when it comes to new patient acquisition.
Both platforms have sizeable user bases and allow a practice owner to target just the people who are most likely to become new patients.
Just because Instagram has a younger average demographic doesn’t change the fact that you can target only the older people who are using it.
Comparing the two, Facebook is more effective at providing a consistent flow of new patient requests, reaching a larger audience, and maintaining that flow over time. It is the workhorse of a successful new patient campaign.
On the other hand, Instagram tends to have a lower volume of new patient requests and is generally more expensive per patient.
However, Instagram users are more likely to show up for appointments and accept care, with less effort required for scheduling and follow-up.
The reason behind this difference could be the nature of the platforms themselves. Instagram focuses on visuals and actions, with users sharing their activities and experiences, while Facebook leans more towards sharing thoughts, opinions, and personal updates.
So, should you abandon Facebook advertising and focus solely on Instagram?
The answer is no.
The best approach is to find a balance between the two platforms, maximizing Instagram’s potential and supplementing it with Facebook advertising.
A crucial tip for running ads on both platforms is not to use the integrated “cross-post” button in Facebook’s ad manager. Instead, create separate campaigns tailored to each platform’s unique format and requirements. For example, Instagram ads do not have headlines so they have to be written differently.
Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.
To save time, many practitioners choose to partner with my agency, The Customer Factory.
To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call.
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