* The following transcript is computer generated and may contain errors.

Netania Le
All right. Thank you so much for joining our webinar. This is the Secrets to Paid Social Success. This is a webinar hosted by Healthcare Success. We have a packed agenda for the next hour. We'll start off with introductions to the presenters today. What is Page Social the importance of Page Social Why you should be Paying Attention How page Social Works, Page Social Creative Best practices and a creative Showcase.

Netania Le
How Healthcare Success works with clients to launch a campaign. And then we'll end with Q&A. This webinar is being recorded. We will send you the recording after the webinar ends and we will have a Q&A section. So if you have any questions throughout the webinar, feel free to type it into the chat and we will address it at the end.

Netania Le
At the Q&A section. So introductions to the presenters, I will go first and then I'll pass along to Stewart and Alex. So hi everyone, My name is Natalia. I head of Social and Healthcare Success. This is a dream job for me. I am very tech savvy. I love social media. I am constantly keeping up with the trends on social media and I'm always seeking to improve client results.

Netania Le
I started my multi-location health care marketing career as a marketing intern at AB Pacific Dental Service, a large DSO with over a thousand locations. And then I moved on to Healthcare Success, and I've been in this space ever since.

Stewart Gandolf
Straight Excellent. Hi everyone. I'm Stewart. I'm going to be uncharacteristically quiet during most of this webinar today. We have two fantastic presenters that I'll be leading most of the call are a webinar. I am CEO of Healthcare Success. I love what I do. I'm passionate about it and I'll talk more about our company. Just a moment.

Alex Ignacio
Alex Hello, I'm Alex Ignacio, senior graphic designer here at Healthcare Success. I would say being a creative is my second place dream job. The first thing I would love to pilot a giant robot like Gundam style and be a superhero in outer space. But alas, I have my undergrad degree in graphic design and pre-med, so if you squint really closely, you can see I'm using both majors here at Healthcare Success website to present to you today.

Stewart Gandolf
I've never heard that dream. That's a pretty good analogy. It's mine. So you're way out on. That's my contest for a dream Jobs. All right, next slide. All right, So little about our company before I begin our team. We are a truly integrated agency, and that means that we have about 40 people on our team that are all subject matter experts in each of their areas.

Stewart Gandolf
And so today, I'm super pleased to bring on a talented Alex who are outstanding people at both of what they do. And I just love doing what we do. As I said a minute ago, we do work with multi-location providers, hospitals, health systems, device pharma, Medicare plans, lots of different people in the health care space. Today we're going to be talking about one of our favorite things we do as paid social and back to the team.

Stewart Gandolf
Go ahead. And Tanya.

Netania Le
So our first section is what is page Social? So here are logos of all the different popular social media platforms. I'm sure you're familiar with at least one of them. Today's webinar, though, will focus on Facebook and Instagram. We're not saying that the other social media platforms are not important. They are also very important. It's just that we only have an hour allotted to us today, so we need to focus it on one channel.

Netania Le
And that being Facebook and Instagram. So a common question we get asked a health crisis says is the difference between organic social media and social media, which we will address right now. So the pros and cons of organic social media, pros of organic is that it's great to show brand personality. It allows you to create posts to engage with your current patients and employees.

Netania Le
It allows you to create thought leadership and set you apart as an industry leader. It allows you to recruit new employees. A lot of prospective employees are often looking at a company's social media page to evaluate internal culture and allows you to generate some patient referrals. Current patient who engage with your practice on social media. Their friends may take notice.

Netania Le
Cons of Organic social media. Pretty much no one follows a practice social media page except current patients and employees. Building a large following is challenging. It takes a lot of time, resources and energy. The organic algorithm only shows your post to 2 to 4% of your followers, a.k.a. people who already know you, a.k.a people you're essentially already sold to.

Netania Le
Because of all these reasons, organic social rarely generates new patients in significant numbers, and organic social media is free. So that's why we have a big screen image. Paid social media is paid on the other hand, so the pros are paid. Social media. Unlike organic social media, with paid social media, you are not fighting an algorithm that may or may not show your posts.

Netania Le
With paid social media. It's guaranteed that you will reach thousands of people instantly, thousands of people who don't already know you, who are not already your followers. So in that sense is amazing for building brand, building and awareness. And it's extremely targetable. You can really narrow down who your target audience is in paid social media. You can really target down by age, by gender, by location, by interest.

Netania Le
So you can really reach the correct audience for you. And then it's very cost effective on a cost per exposure basis. I have clients only paying $0.50 for a link, click to their website. So it's very cost effective if you think about it. In that sense, cons of paid social media is often less direct. Our lives and paid search.

Netania Le
So in paid search, such as Google ads, people are actively searching Google ads, they're actively searching, they're ready to buy and convert. At that point of the stage. But with paid social, it's more of a push marketing technique. So people aren't necessarily actively searching on paid social media. People are not on Facebook, on Facebook, are not necessarily ready to buy and convert at that stage.

Netania Le
More most people are on Facebook to just browse, procrastinate. Look around. So is less is more of a push marketing strategies. You're more reaching a more top of funnel audience. But it's also important to stay top of mind to your audience. So and then cons requires a skilled campaign manager. Paid social media is not easy. It's not something just anyone can do.

Netania Le
It requires someone who knows advertising, who knows the platform, who knows how to spend your budget efficiently. So why pay attention to paid social so number of users four one Facebook and Instagram fall under the same parent company which is meta. So if you were to run your ads on Facebook, it would automatically run on Instagram and vice versa.

Netania Le
You run your ads on Instagram, it will automatically run on Facebook. So you're reaching a huge audience just by that fact. 3 billion people on Facebook each month and 2 billion on Instagram each month. A common misconception is that only young people are on social media, but that is not true. This is a statistic that my Facebook rep shared with me from Global Web Index Market Research Company.

Netania Le
So it shows that baby boomers online usage of their phone and social media have actually increased since 2020 and have actually increased more than Gen Z actually. So now baby boomers have are on their phones in 2023 for an average of 2 hours and 27 minutes per day. And they're on social media for one hour and 31 minutes per day.

Netania Le
And which platforms are they on? Despite increased competition, Facebook still leads the pack. So a big difference between Facebook and Instagram is the audience they're reaching out to. You'll see that Facebook skews older. So that's where Gen X and baby boomers are on and Instagram skews younger. So that's where more so you're finding your millennials and Gen Z audience, despite the fact there's also that common misconception that only old people are on Facebook.

Netania Le
That is also not true. You'll see that Facebook is still reaching the millennial demographic. Also, they're reaching a bit of the Gen Z graphic demographic as well. So Facebook was really great for generational marketing because is reaching every generation importance of social for health care marketing. So one year health care consumers are on Facebook and Instagram. You saw how many minutes per day people are spending on social media.

Netania Le
You want to be there when you're when you're health care. Consumers are also on the social media platforms. Also keyboard doing their research nowadays to make an informed health decision. So one place people are concerned online is social media to make this informed health decision. So you want to have a social media presence to reach them. Health, Facebook and Instagram also have a unique combination of scale and targeting.

Netania Le
There's so many different ad creative, so many different targeting options, so many different creative formats you can play around with to find that one unique combination that works for you, that really reaches your right audience at the right time. Three Health care Facebook ads. Instagram ads. Highly effective for generational marketing. Those are the two platforms that are really reaching every generation.

Netania Le
So it's great for reaching any generation you want to reach, whether that's Gen Z, baby boomers, Gen X, Millennials. And then lastly, Facebook and Instagram influencers. All stage of the health care funnel, which we see in this next diagram. I share the health care journey map. So Page social, like I mentioned earlier, it is more top of funnel, more of that awareness consideration phase of the of the full funnel marketing strategy page search is more of that bottom of funnel where people are ready to buy and convert.

Netania Le
But it's so important to invest in your top of funnel marketing strategies such as paid social because you need that to feed your bottom of funnel strategy. You want people, you want to stay top of mind consistently to people for brand building awareness so that later on when they reach that stage at the bottom funnel, they're more likely to convert at that stage.

Netania Le
So you really it's a really great channel page social for warming up your audience at the top of funnel so that they're more likely to convert later on down the line. So you really just want to be investing in all different types of marketing channels for your marketing mix. And paid social would be a great addition for your marketing mix.

Netania Le
So how paid social works is our next section. So Facebook divides ads. Facebook ad specifically divides a structure with three levels. So there's the campaign level, the ad set level, and then the ad level at the campaign level. That's where you're setting your objective. So you're telling Facebook what is the goal of this campaign that's so important? You can only select one objective.

Netania Le
And Facebook optimizes towards what goal you choose. You choose for it at the ad set level. That's where we're going to get more detailed in our targeting and what you can do. So assess all the little details on the schedule. That's when you tell Facebook ads how long you want the ad to run. Budget is where you tell Facebook, Do I want a daily budget?

Netania Le
Do I want a lifetime budget? How much budget am I willing to put on those Facebook ads? Campaign betting is where you can tell Facebook, Do I want Facebook to bid on maximum volume or do I want to set a cost cap on this? Targeting is where you tell Facebook ads who your target audience is. Who am I targeting for this Facebook ads campaign?

Netania Le
Really important section because Facebook needs to know who you're targeting for it to push out to the right users and then at the ad level is all about creative. So that's where you put in, you're creative, whether that's photo or video, you put your creative in the ad level, you put your ad copy there. And that is the whole structure of a Facebook ad campaign.

Netania Le
So the six different campaign objective type, remember, this is at the campaign level up top, and you can choose six different campaign objective types. So the six one that Facebook currently offers is awareness. Traffic engagement leads, app promotion and sales. So like I said, you can only choose one objective. And this is so important in building your out your campaign that you choose the right objective that aligns with your business goals because Facebook will optimize towards that.

Netania Le
So if your goal is to get more website traffic, you would choose the traffic objective because Facebook will optimize towards people most likely to click a link, click the link to your website awareness. Facebook is optimizing towards people most likely to see your ad and remember it. So the sales objective is now Facebook's conversion objective. So they're calling it the sales objective.

Netania Le
Now. So this is optimizing towards people who are most likely to convert on your site or take the desired action on your site. And you tell Facebook what your conversion is through the Facebook pixel, which leads us to our next topic, which is the Facebook pixel. So before I talk about the Facebook pixel, I do understand that there are HIPA concerns with that and we will address that in the following slides.

Netania Le
But I think it is good for everyone here to have an understanding of exactly what even is the Facebook pixel. Before we talk about the HIPA concerns with that going around. So the Facebook pixel is a piece of code that you put on your website. And what this code does, it allows the code communicates with Facebook the data on your website.

Netania Le
So Facebook on its own can only tell you what the user did up until they land on your landing page or website. Once they get on your landing page or website, Facebook does not have any data on how the user is converting what what pages they're viewing. They only have data up until they land on your website. So what the Facebook pixel does is that you put the code and now Facebook does have that data on what users are doing on your website, whether they're signing up on your website or clicking that phone call button.

Netania Le
So it's you need the Facebook pixel for the conversion objective. And what it does is it also allows you to build retargeting and lookalike audiences, which is a very popular strategy in the Facebook ads world. So retargeting allows you to retarget people who have visited your website before. Again, you need the pixel for this because Facebook needs to know who visited your website before and the look alike audience.

Netania Le
You can create an audience of people who share similar interests and characteristics as people who have visited your website before. So a powerful way to reach a wider audience and on Facebook with the Facebook pixel allows you to track the right of your Facebook and Instagram campaign so you're able to see exactly how many people converted through your Facebook campaign with the data from the Facebook pixel.

Netania Le
So there are HIPA concerns. So with the Facebook pixel, which is so important to mention in our health care space, and that's why how we run Facebook ads and health care is different than someone you know from e commerce would run Facebook ads. So the concerns with the pixel, if you are not aware there have been lawsuits going around quite recently in that large health care providers are being sued by patients because of the Facebook pixel.

Netania Le
An investigation found that personal health information was high, was being sent by the Facebook pixel to Facebook servers and now large, large health care providers are being hit by this. This timeline shows the large health providers that have been hit with the fines because of this Facebook pixel issue. And the source is from Fresh Paint, which is a health care privacy platform that we are doing a webinar with health care systems is doing a webinar with in a couple of weeks.

Netania Le
So if you're really interested in this topic, please sign up for that webinar because we will be going in details about that. We anticipate that these lawsuits will take months, maybe even years to resolve. So out of so out of an abundance of caution, what health care systems is recommending with the pixel is to not have that on your website.

Netania Le
Even though we haven't had any violations of any kind, we really strongly recommend not having the pixel on your website to remain conservative if be a non covered entity. This is probably not an issue, but of course we are not a large law firm and it's so important that you speak to your attorney with any questions you may have about this.

Netania Le
So here are targeting options that do not use the pixel. And because it does not use the pixel maintains simple compliance. So the options we have and this is constantly evolving as we learn more about what we can or cannot do with these concerns. But some targeted options you have is broad targeting detail, targeting a publisher. A popular targeting tactic is targeting by household income level targeting based on video views.

Netania Le
The idea is that if someone has watched at least 50% of your video creative, then they're more engaged, more likely to convert and then targeting with a data provider. Health care systems also partners with IQ below, which is a top health care data providers. So using a data provider that has highly targeted health care audience segments, you can deploy them within your campaign.

Netania Le
And now we go on to AB testing. So AB testing is an important part of a Facebook ad campaign. Facebook ad campaigns is never just something you launch and set it and forget it. You want to constantly be a constantly a B test, different elements, because that's how you're optimizing your campaign and spending your budget efficiently and seeing what performs best.

Netania Le
So AB testing, you're testing two elements of a marketing campaign against each other to see which delivers the best results. So what elements should you test? There are so many elements that you can test in Facebook ads, but and testing all elements would be the ideal answer to this question, because you'll know exactly what works for you and what works for your campaign and what doesn't.

Netania Le
But testing all elements at once is unrealistic. If you test hundreds of different image and different audiences at one time, you'll never know who the true winner of your AB test is. It's going to result in a lot of random, untrustworthy data. So we recommend testing one element at a time, seeing who the winner of that AB test is and then moving on to testing the next the max element.

Netania Le
And so forth. So even with all that information, what elements, there's still so many elements. So what should we prioritize in our AB test? So based on running hundreds of AB tests, health Care says says, we determine that these elements are listed. Here are the most important to test first priority wise. So the different ones, for example, under ad design, say your ad is generating a lot of clicks, but it's not converting.

Netania Le
At that point, you might want to test a different landing page, copy and design. Maybe you want to test different images like image versus video, maybe you want to test different copy, different headlines, different placements. Maybe your ads aren't performing as well on Instagram, but performing really well on Facebook. What if we put all that budget into Facebook?

Netania Le
Then see if you get more clicks and conversions that way. Targeting this, so many different targeting, you can AB test for it, you can test different age, different gender interests, a different country. Maybe you want to broaden the age you're targeting, or maybe you want to narrow that age you're targeting and see what performs better. And then also other you can test different optimization goals.

Netania Le
So testing one of those six different goals we listed earlier, maybe try traffic versus awareness, see what does better for your business. So these are important elements that you should definitely be testing and prioritizing. Our Healthcare Success. We have a 24 seven Dashboard reporting dashboard that our clients and our internal team uses to look at metrics for our campaigns.

Netania Le
So definitely Facebook ads is tied into our reporting, and Facebook ads have a couple of unique metrics that I wanted to point out that aren't necessarily in other like paid search campaigns or other channels you may see. So some unique Facebook ads metrics reach so number of people who saw your ads, Facebook ads for clicks, it is different.

Netania Le
And Facebook ads, how they define it. So clicks is number of clicks on your ads, but clicks all it includes every type of click you can imagine. So if someone clicked, play on your video that counts as a click of someone clicks, likes, comments, share, and someone clicks on the page to your organic business page, Facebook business page that counts as a click.

Netania Le
If someone comments, that counts as a clicks. So clicks all just includes all types of clicks, outbound clicks is what our clients really value, because outbound clicks is those clicks specifically to your website or landing page, you know, number of clicks that took users off a matter of technology. So you want both clicks and outbound clicks in your reporting because outbound clicks is more of an accurate estimate of how many clicks you got to your website and then cost per conversion, not you.

Netania Le
It's not unique to Facebook ads, but it's always something we want to look at because we always want to get our cost per conversion or cost per result as low as possible. Frequency is something unique to Facebook ads. So frequency is the average number of times each person saw your ad. When the frequency number reaches 3 to 4, then that's when we start a value dating optimization techniques for it, because we start noticing when the frequency reaches three or four, that's when performance start dipping or declining a little bit.

Netania Le
So that's when we want to make optimizations to make sure our performance isn't declining. A lot of the times. What that is, that optimization is just refreshing the creative. So the more time someone has seen the same creative, the more bored they get, the more bored they get with it. So creative ad fatigue is the term for that, the more bored they get with it.

Netania Le
If they keep seeing the same creative over and over again, the more likely they're going to interact with that post. So that's where a creative refresh is important to implement into your strategy and then call confirmation clicks similar to Google ads where you can add a call extension button on Facebook ads. You can also add a Facebook ad call extension button, which is so important to AD because that's such another easy way to get someone to convert is through a call extension button.

Netania Le
It's always important to add a call extension button there and you can use a promo number for that If you want to do implement call tracking into that call extension number. And then common mistakes we see all the time that costs businesses a lot of money with their paid social campaigns. So one letting your ad creative get stale.

Netania Le
So not looking at that frequency metric, letting that frequency metric reach past three and four are not looking at when the performance is declining a lot of times as it is because your ad creative has gone stale and you need to implement a creative refresh optimizing for the wrong objective. If you're not noticing if your objective is to get more website traffic, but you're you chose app promotion as your objective, obviously you're not going to get the website clicks because Facebook is optimizing for the wrong objectives.

Netania Le
It's so important to choose the right objective and and if it's like you don't know what the right objective is for your business, that's where the AB test comes in. So three is over segmenting audiences. Yes, you have so many options to create your ideal target audience on Facebook ads, Facebook and Instagram ads. But if you create such a narrow, detailed audience, then Facebook doesn't have enough data to work with to give you good results.

Netania Le
So you need to find the sweet spot of making, the sweet spot of making your audience, you know, detailed enough, but also not too detail about the audience is so small that Facebook doesn't have enough to work with. And then skipping the AB test. As you can see that there's always room. I always believe that there's always room for improvement for these campaigns.

Netania Le
There's no reason you should skip the AB test. There's always something that you can be testing to optimize and make your campaign even stronger. And then failing to monitor and manage your campaign. This is where a skilled campaign manager really helps because they're the ones who is constantly looking at your campaign, constantly sharing with you the results of your campaign and how it could be better, what's working, what's not working.

Netania Le
I mean, I feel like we're all busy people, so, so easy to just launched a campaign and forget about it. But it is something that requires love each and every week. A Facebook ads campaign to really spend your budget efficiently, to really produce the best results. So now we're going to move on to page social creative basics. Later on in a bit, Alex will go over paid social creative best practices and the showcase.

Netania Le
But first, let's go over the basics of the creative. So the anatomy of a basic Facebook ad. So this is what a basic Facebook ad looks like, what you'll see on your feed most of the time. So what it is, is a primary text up top, a creative in the middle, a display URL for your website, a headline and a description and a call to action button.

Netania Le
So there are many different call to action buttons available on Facebook ads. The most popular ones we like to use our health crisis says this Get offer, learn more Sign up book now Call now. Contact us and get directions. We tend to find that the call to action that we bolded here we tend to find that they get the most direct response.

Netania Le
They are the most conversion focused. So we like to use those call to action buttons for our Facebook ads. And there are many different creative ad formats on Facebook ads. So the most basic format that you can choose creative wise is a single image. So we like to call this a static ad and it has a again, they have the copy up top.

Netania Le
Then just one image to showcase your brand, product or service, the next creative format that you can choose. And also to mention, you can choose more than one creative format too. Like I said, it's always good to AB test. So you have a video ad and photo ad run at the same time, or you can definitely have more than one creative.

Netania Le
You don't have to be stuck to just doing all video ads or all photo ads, but video format is another creative ad format. So with a video format similar to an image format, but you have a whole video to showcase your brand, product or service. We've noticed through the many ad tests rebrand here Healthcare Success that video gets more engagement compared to images.

Netania Le
People love video. Facebook knows this and favors video accordingly. So if you were to run a video ad in your campaign, you're guaranteed to get a wider reach. Facebook wall favorite over other ads and push it out More so, so important to have video ads as part of your creative strategy in your paid social campaigns. A video ad is too much to produce for you.

Netania Le
Facebook also just appreciates motion in your ad, so you can just add motion to your static images and that will count as video in Facebook eyes and they will still push it out more than other creatives. And then stories lives outside of the feed. So Stories is something very popular on Instagram and Facebook. It's the only creative option that lets you have a full screen experience on mobile.

Netania Le
So when you're doing creative force stories, make sure you're using a nine by 16 ratio because stories is the only creative format on page social where you have the opportunity to take up the whole screen and really immerse users in a full screen experience. Most social media users are using mobile. The more a lot of it is way more mobile users than desktop users.

Netania Le
So you want to take advantage of being eligible for stories placement by making a nine by 16 creative graphic so that you're eligible and it takes up the whole screen with photo and video as more of a one by one, one by one, you'll see one by one ratio, and it doesn't take up the whole screen. So stories you really to be eligible, make sure you have a nine by 16 format in addition to your one by one and make sure it's immersive takes up the whole screen because it makes them more engaging that way.

Netania Le
And then the last format we have that's important to us is Carousel. So with Carousel, you can showcase up to ten different individual image or video, and then users like slide can slide and view each individual image or video with by sliding by sliding to the left. And you can use a space to show off your your service in a creative way.

Netania Le
So something I've seen our clients done is showcase different doctors so each doctor gets their own individual image or videos, and then each link can take to a different landing page. So maybe each doctor has their own landing page. So that's a creative way you can think about it and it's all what's cool is all it's all in one ad, so you can really showcase a lot of different images and videos in one ad format through Carousel and then the different ad placements.

Netania Le
Once you have chosen what creative you want to run, Facebook will allow you to run in all these different ad placements. Like I said, stories, spot reels is also that nine by 16 format. So stories and reels are very similar, but you'll also get the chance to run on Facebook Messenger as well. People I can't console commonly, but they're using Facebook Messenger as like an app on their phone and it's cool that ad placements are available there as well.

Netania Le
We usually like to run our ad placement and all of these ad placements to get good visibility. And after a while we look at the data to see which ad placements may not be performing as well as other for your business and we exclude them, but we like to initially when a campaign launched, just run up all the ad placements to get the most exposure and visibility with our ads and then later on look at the data and narrow down what's working, what placement is working for our business and what themes and and now I'm going to pass it on to Alex for creating best practices and the showcase.

Alex Ignacio
Yes. Hello. Thinking of time? Yeah. So now we're going to do a paid social creative best practices. The first thing we want to know is capturing attention. So according to Facebook, mobile users spend an average of 1.7 seconds. Browsing an individual posts is super quick, right? So you want to design your ad to grab their attention. This is why having stunning speed stopping creative is so, so important and offer messaging.

Alex Ignacio
Keep things right when vying for your audience's attention. In short, an impactful copy will always do way better than rambling, especially with such a short amount of time that you have their attention for and now for images. Thankfully, it takes our simple little brains 30 milliseconds to process images, so they're like a shorthand translation for whatever it is we're trying to get across.

Alex Ignacio
So here's a few tricks we have for you. Number one contrast is King Bright, high contrast colors. Draw the eye and get those precious seconds of attention. So making sure that all of your creative has that stark imagery. And if in doubt, you want to copy Apple Ad Creative showcases beautiful products on stark backgrounds like this image, you're and now for images when when choosing an image, authenticity reigns supreme, right?

Alex Ignacio
So believe it or not, authentic images are preferable to overly polished cold stock photos. So finding a hero image that shows the user's emotion of the end result of your product or service is really important. If you want them to feel joyful that they no longer have cancer, show that joy and excite make express micro-expressions are those ephemeral expressions that involuntarily sweep across your face when you experience an emotion.

Alex Ignacio
So these subtle expressions can do so much more to convey an authentic emotion that you want to communicate. Here we have the strongest subconscious responses, but for now, let's focus on happiness. The micro expression for happiness is often called the Duchenne smile because it reaches your eyes and make your eyes crinkle up to those co-sleep. Unconditioned smile doesn't necessarily mean it's not authentic, but it does come off as more polite.

Alex Ignacio
So when you're picking photos, you do want to come off as more authentic. So try to find those genuine expressions. And now for color specific color can be used to grab the eyes of readers. By using contrast, they can also define your brand identity. Think of this book Shade of Blue. Also like Tiffany Blue Associate your products with certain emotions or feelings.

Alex Ignacio
And so when we go to the next slide, speaking of which, what exactly are people's preferred colors? Can they be predicted? Yes, kind of, but only vaguely. When using colors to communicate a certain meaning or to induce a certain mood, it is important to consider the interactions between hue saturation and brightness. So, for example, it's not accurate to say that the general color red in all its shades and hues is always going to be perceived as excitement or energy or passion.

Alex Ignacio
A lot of those perceptions are learned through social association as well as individual life experiences. And also it's impossible to condense all of the psychology of color into a minute. Ultimately, you want to trust your designers, trust our agency, and draw on their wealth of experience, and when in doubt, always test right? You'll find out way more about your audience by straight up testing your creative than making any guesses.

Alex Ignacio
And now for the fun part to show you the creative showcase in this section, we'll be showing branding projects, client work that we've done and thought about, and how that translates into social ads. Keeping in mind the thought we put into social is to build that brand is to build brand building and awareness, which we showed in the health care journey map earlier.

Alex Ignacio
So Publicize, for example, is one such branding project. It is a plasma donation organization that pays for your plasma as opposed to their parent company that takes voluntary blood donations. So in this project, they wanted an entirely new brand identity that we provided for them. And in the next slide, you can see those explorations, and in the next slide you will see the final chosen design, and next you will see the created.

Alex Ignacio
We created their brand guidelines, fonts, colors, the do's and don'ts of how logo mark should and shouldn't be used. And next you'll see how we translated that into their environmental design as well. And of course you'll see that we translated it into their website design. And lastly, the combination of all this into the paid here, you'll see we use those best practices that we mentioned earlier.

Alex Ignacio
The creative on these ads draw upon the visual language we've established previously. As you've seen again to build that brand recognition. So the photo on the left ad here shows a content relaxed expression that was chosen exactly to communicate comfort and peace. We want to associate with plasma source Copy and imagery should always work in tandem to emphasize each other.

Alex Ignacio
So try not to have disparate imagery and copy of the same ad. The middle image has that short, short, simple tagline Give life, get paid, try and see, and we have the right image that has an authentic smile, that eye contact, intimacy, relatability that emotionally connects to the user. And so in the next slide, you'll see the story versions those nine by 16 full phone experience that Tonya was mentioning earlier.

Alex Ignacio
Note again that we're using these bright contrasting colors. Always make sure the type is legible making sure the imagery is visually striking, and also that everything has the same visual identity language that we have established in the brand identity guidelines. And so for our next example, Synergy is a company that we did quite a bit of creative for with our collaboration.

Alex Ignacio
They began as a startup and ended up acquiring its largest competitor and became the nation's leading testosterone writer. So starting with their website, we developed a strong, bold and striking visual language that we brought to all of their creatives. In the next example, you'll see we created a motion animation. As Natalia mentioned before, videos get way more interaction and attention from Facebook.

Alex Ignacio
So pushing for motion as was really important to stop that feed and get their attention. This does have music, but I will I will comment on the audio in a second. This is the next book. So for the sake of time, we won't show all of the ads, but here are a few really quick examples of translating their branding into emotion.

Alex Ignacio
And sometimes it really is as simple as like having text fly across the screen. And something to note, as I mentioned earlier, is that we do have music on request from the client in these ads and the copy is timed to the beat to match the music. However, we don't often recommend going through the process of getting music licenses, since data shows that many users don't use audio voice or voiceovers are helpful.

Alex Ignacio
But if you had to pick focus on strong visuals over audio And now after this, we're going to go through these next few slides really quickly. They're just showing static ads and again, more examples of paid social creative that communicated the brand and also change up as necessary to prevent creative fatigue. So you'll see this set here is quite different from the next.

Alex Ignacio
And another note we want to focus on striking emotionally resonant imagery, saturated colors and short sweet messages. And you'll see that again in the next example. Okay. And so moving on to the next section, we're here here at Healthcare Success, we do try to embody this idea of a living brand. So in this exploratory visual brand identity project we did for Energetics, I'm going to show you what it means to have a visual system that grows, changes and adapts depending on the need and the environment.

Alex Ignacio
So next you're going to hear, you're going to see really quick. This one was an example of taking elements from their current branding, but expanding and elevating it away from an all blue color palette to a more flexible one with its imagery and its colors. And in the next one here, you're going to see a consistent use of the X motif.

Alex Ignacio
How do you show rather than tell? Your creative is very obviously yours without sticking your name on it, right? So by carrying this very bold, easily recognizable visual motif that can easily be change and evolves in different configurations, you're giving users something to latch on to visually, and that recognition is eventually what builds the brand awareness and the brand equity.

Alex Ignacio
In the next one, you're going to see that we're taking that same idea, same concept, but rather than an X with equal sides, we took the X and the logo and allowed that to be the visual motif instead. And we carried it over to these different configurations here we make the tagline itself as a visual element, and with the many possible iterations, this is really what stops the scroll.

Alex Ignacio
And these next two slides are now refinements of the ones we just showed. See here how the X from before can be made into a more subtle mark and motif. Again, really showing the flexibility, how your system can grow, how it can evolve and change while still maintaining that recognizability and therefore building the brand awareness and equity. And the next one here, these ads again merge a few of those concepts that we just mentioned, and maybe you want to go for an stronger, more recognizable style guide, right?

Alex Ignacio
Maybe you want to have a very limited color palette and a large high contrast black and white image set right. The trick will be to stick to the style for as long as possible to build that recognizability, and then after that, having that awareness and then the brand again equity and I particularly like these sets because it really shows the flexibility and what you can do with a strong visual motif that can carry over into many different creative formats.

Alex Ignacio
Now, we don't have time to go through these, but we want to showcase really quick some examples of creating a house of brands that live under the same parent organization and how that can be translated into creative. So this is one example and then you'll see that again in the next. This one in particular brings over that X motif and ties them all together and differentiate that by colors.

Alex Ignacio
So it's once again like a really nice way to have a really strong visual system. And of course we have an environmental design example. I want to show you these because you want to show application and see how your visual identity can be carried over from digital to real world. We did show some static and we did some static and motion ads for AmerisourceBergen.

Alex Ignacio
In their case, they had very strict creative guidelines. But I want to show you why this is a good example of why having those strong guidelines is important, because if any agency were to design for you and they wanted to create creative for you, you want to have a strong scaffold and base to hold on to, that will protect the brand recognizability and the identity that you're building.

Alex Ignacio
And for the next, of course, here at Healthcare Success, we practice what we preach and bring you new, fresh and exciting creative blogs every week. I highly recommend seeing all of them because we're quite proud of the individual creative we do for every single blog, making sure it's catered to the content. And again, this is really pushing the idea of a living brand because this is something that comes out every week.

Alex Ignacio
We're able to be extremely creative and play with different visual motifs and having our logo and system there.

Netania Le
Thank you, Alex. So we're going to wrap up the webinar with a section on how Healthcare Success works with our clients. On the paid social side, if you were to partner with us, we have a pre-campaign launch process, which is basically we health care systems will come up with a strategy that creative everything is. That is just that.

Netania Le
We do also need to work with you as a client to inform us of the strategy we're creating to build out this campaign. So a lot of the questions will ask us to make sure we're online on what creative we're using, what copy we're using, the scheduling of the other campaign, what budget are we using, What's the goal of the campaign?

Netania Le
What are the metrics we're we are really looking at? So once we have all that information, we on our health care team builds it all out and launches the campaign post campaign launch. Like I said, it's not a set it and forget it type of campaign post epic. The campaign launches. We're monitoring performance each and every week. We're doing those a B test.

Netania Le
We're constantly optimizing your results and then we're constantly, constantly looking at the data and providing you with data and feedback on how the campaign is going. I've gone through it is going to end with partnering with Healthcare Success.

Stewart Gandolf
Yes. Thank you, Alex. And it's on. You guys were awesome. You did so great. I knew you. There's a lot of work. I want to give applause to our co-presenters today. This is a big ask to lead a webinar. They created everything we had everything planned it, do a great job, you guys. That was I knew it would be perfectly on time, I might add, as well.

Stewart Gandolf
So with that said, if you're interested in working with our agency, that's a whole different discussion. But with a short answer. As most of our clients we work with on a partnership agreement or essentially work as their as their agency for all these things. So you come out in a tone in our show and lots of different examples.

Stewart Gandolf
So a lot of times we're working on the page, search the page social, the ACA or the strategy, the traditional advertising, even, you know, sort of the exterior experiential design portions of the business. So that's how we often work. Other times people hire us specifically for, you know, page search or great social or whatever. So we are here to help.

Stewart Gandolf
Again, we are typically sort of a partnership model or we're our clients advocates and we are very big on bringing specialized expertise and just a higher level of experience as opposed to just, you know, being a factory. It's very high touch and very partnership driven. So with that said, I think we have some of what's the next slide here?

Stewart Gandolf
So this is our Q&A section. And so we're going to stand by for a moment. If you have questions, you can just leave that set up for the Tonya So people.

Netania Le
That I can't see the questions or anything. So. All right.

Stewart Gandolf
Okay. Well, while we're waiting for the go ahead and send us a chat if you have any questions. In the meantime, we can just talk through some of the other elements of it. Tonya and Alex, what? Are there any things that you feel like? Oh, my gosh, I wish we would have had more time to speak about or anything that's fun about the job or any insights you have that your audience would want to take a while.

Netania Le
One thing is the difference between what are boosted posts. It's a common questions. We we get so boosted posts. If you're as a combination of an organic post and a paid post. So oftentimes you'll hear companies saying they do boosted posts and because of that they're doing paid social boosted posts, not paid social necessarily. So what boosted post is, is that you you post organically on your organic social you see that you want you see that that post is doing well.

Netania Le
So you want to boost in to a wider audience beyond your following. So you boosted for a short term and then it reaches a wider audience. So I say boosted post and you're paying for it. It's great for short term punch, but if you're just constantly boosting posts and paying for that to reach a wider audience on social media, you might as well invest in a long term strategy with paid social.

Netania Le
So yeah, a post great for a short term punch. But if you're looking for something more long term, definitely invest in pay social.

Stewart Gandolf
Right. One of our attendees actually saw him, but I would prefer if you just send us a quick chat. Right. Another thing I would think would be important while we're waiting to see anybody else has any other questions ahead, Social is okay. Our Natalia alluded to a minute ago the idea of branding and that's and topic. But all of those things are absolutely true.

Stewart Gandolf
But one thing that's interesting about paid social in particular is it's highly visible to stakeholders. So I find that a lot of the work that we do as an agency, for example, I see our paid search is invisible passively to stakeholders within the organization, but then social allows some creative expression. It allows, you know, for example, if you're interested in having your providers see your ads or if you're interested in having board members or whomever.

Stewart Gandolf
So it's just much more visual. I think it has outpaced interest internally. We find that we can be generating, you know, hundreds of thousands or millions of dollars, and that's just sort of take it for granted as paid social like, oh, look at that pretty. So we really like paid social as part of the campaign. And maybe one other comment before we wrap up.

Stewart Gandolf
If we have any questions here, what would be the Tonya Azari?

Alex Ignacio
Natalia? Kathleen has said that the chat is disabled. Is there a way to turn it on so that attendees can ask questions and chat?

Stewart Gandolf
Okay. Well, I was saying that that we're looking for the technical issue. The one of the thing that's what we will talk about more in another section or two is the fact that you can actually with a list target people on a one on one basis. We oftentimes for B-to-B, I'm not sort of for the consumer side, but for business to business, we can develop campaigns that reach out to our prospects in a while on a basis so you know who they are based upon their email addresses, their contact info.

Netania Le
With the Q&A then would be the best place to answer that.

Stewart Gandolf
I apologize. Yes, the Q&A is what I meant. I apologize.

Netania Le
When then? I guess another question we get asked a lot is let me show my screen again. That's another question we get asked A lot is can you use your page social graphic on an organic post? And I've asked my Facebook rep this question as well. And she said, our answer is yes. You know, you're spending so much time making your page social graphic, and once you're paid social campaign ends, that graphic does not see the light of day anymore.

Netania Le
So you might as well share share it on organic social as well, so that it lives there and it gets more exposure that your brand stays top of mind, that people can still see the amazing creative that you got done on the page social basis on organic.

Stewart Gandolf
So another one of the questions that Anne-Marie is just ask for the Q&A was the I would tell more rich sources about the pixel and potentially hip hop violations. That's an enormous topic. It's moving very quickly. As Natalia mentioned a moment ago when that came out, the first this spyware is an industry problem or industry issue. It's just got back from the leading hospital conferences.

Stewart Gandolf
People are talking about it. We're actually going to another lab in a couple of weeks here. So this is very topical, particularly for the larger health systems, but really anybody in health care. So you have the government issues and you also have class action lawsuits. And interestingly, the industry's reaction is mixed. Some people are fighting it, some people are ignoring it.

Stewart Gandolf
Some people are, you know, trying to find solutions at Healthcare Success. We've done a lot of work in this category. And as I mentioned in it Tanya alluded to earlier, we took the pixel off of most campaigns to solve the issue. There are other issues. For example, Google Analytics. The short answer is there are several solutions out there.

Stewart Gandolf
Some are better than others. We are excited to do a webinar with fresh paint, which is sort of the leader in this category of being able to still work with Facebook Pixel, being able to or working with a pixel alternative, being able to still work with Google Analytics. So essentially to take advantage of all these great digital marketing tools.

Stewart Gandolf
And so that's a partnership that we are forming with fresh paint literally as we speak. So put my best recommendation memory here, watch the webinar in three weeks because we'll be going into that a lot more detail. And this is a key issue, but for the sake of today, we're really focused on, you know, the issues that are at hand.

Stewart Gandolf
And remember that in many cases it's a non-issue if we're not using the pixel or if we're targeting B2B or other kinds of audiences. So it's a little complex, but I would I guess the key, as I would say, to not just say, okay, now Facebook and it's Instagram or other social media because we're leaving a lot of opportunity aside without even trying to.

Stewart Gandolf
Any other questions. Thank you, Captain, for the nice comments. So, okay, great. Well, we appreciate your time today. If you're interested, you can see how health care's success can help you. You can see there on our Q&A spinal slide. That's how to reach out to us. Great job presenters. You guys said awesome. Super excited about what you did today.

Stewart Gandolf
Good job.