Far and away, Facebook is the most popular social media site on the planet. For healthcare marketing, that makes it a first class opportunity to communicate with patients and prospective patients.
The stats are growing constantly, but better than 70 percent of adult Internet users
(or nearly 60 percent of the entire adult population) are Facebook (FB) users. And with a ubiquitous presence like this, your social media plan can’t ignore the dominant reach and frequency.
The size of the potential audience is important, but keep in mind that the real leverage for healthcare marketing is in connectivity and sharing. According to the Pew Research Center and Facebook, “more than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each month.”
Finding your target audience by narrowing the big numbers narrow down to the select—highly specific—demographics of exactly who is interested in you and what you have to say. Look deeper into the profile. [Source: Wishpond; Facebook Facts & Figures and others]
Deep Diving Into Facebook Demographics…
Not surprisingly, Facebook provides the means for marketing-smart users to learn about people in your audience who matter the most to your business. Appropriately named Audience Insights, this tool is available (free) on the Facebook site, and provides audience data including aggregate information about geography, demographics, purchase behavior and more.
For more assistance in getting started, building a FB page and reaching more people, take the time to get acquainted with the Facebook Help Pages. Notice in particular that Facebook Pages are similar to personal profiles, but Pages specifically geared to helping businesses and organizations connect audiences with topics of interest.
Advertising options: Facebook has several paid advertising solutions available—beginning with a business page—with targeting options that include focus by location, gender, age, likes and interests and other criteria.