Planning and shooting Facebook ads for medical practices and chiropractic can showcase your practice to new, younger audiences
Grab the attention of scrolling Facebook followers with a video shot, produced and edited by your practice. Facebook video puts your health advice and information in the spotlight so you can attract new patients, share your tips and build your following.
Getting started in video marketing doesn’t have to be complicated or difficult. You don’t need to hire actors or spend hours writing your script. Facebook video allows you to start making your own videos without a big budget and without a lot of video talent or editing skills.
Craft your first Facebook videos with these practical tips. Once you’re up and running, you can graduate to more creative and complex video strategies — for now, plan your first few videos and get going quickly to make the most of this marketing strategy.
Your first video
It is helpful for just about any marketing effort to start with a plan. Your very first video could be an introduction to your practice and give you an opportunity to introduce yourself to the community.
If you do have plans for future videos, you could outline a few of these ideas in your intro video.
Here’s how to begin:
- Determine the purpose: Why are you putting together a Facebook video and what do you hope to get out of it? Avoid just launching directly into your video and spend a little time planning it. At the very least, come up with a topic and develop a few supporting points.
- Seconds count: The first few moments of the video will likely determine whether or not viewers keep watching. Find something attention-catching to start the video with. For instance, start with your demonstration rather than saving it for later in the video. Show something unusual or begin with the camera focused on a product or brand you’ll be talking about. Whatever you do, think about the people scrolling their news feeds on Facebook and imagine what might pull-in their eyes.
- Production values: It’s okay to create a video on your phone. That said, production values can matter. Use the best equipment, lighting, background and setting for your budget and schedule. Don’t let a lack of equipment or a setting that isn’t ideal keep you from trying video, but keep the camera away from that box of clutter sitting behind your desk.
Consider a few of these ideas for shareable videos:
- Health tip of the week
- “Health or hype?” review of a new trend
- How to manage a health condition, choosing a different common condition every month
- A series on pain management
- A series talking about what chiropractic care does or what it’s like to visit your clinic
- Supplements, CBD, DME or other products you sell
Be sure to serve the viewers and provide some information they’d value. Avoid the temptation to make your videos pure advertising for your practice. Instead, give your viewers reasons to keep watching.
Facebook Live tips
There are video ads, video posted on Facebook, and then there’s Facebook Live.
Facebook Live allows you to stream video for your followers to see. If you’ve already built an online following you can do an impromptu livestream this way or plan a time and announce it over Facebook to your fans.
Here are a few best practices:
- “Cool” locations: Many people want to livestream from somewhere exciting such as the top of a mountain or from a music festival. If you’re planning something like this, make sure you still have everything you need from your streaming location. Will you have a strong enough Internet signal? Are you visible in the lighting? Think about what you’ll have at the filming location and whether it’ll make a great video. If possible, consider testing the Internet connection and filming conditions beforehand.
- Respond live: If practical, respond to viewer comments live during the broadcast. This promotes engagement with your content and encourages people to actively follow what you publish.
- Close your broadcast with a line: Say something like, “Until our next video, bye for now” or “Thanks for watching” so viewers know you’re done and wrapping up.
- Use a script: If you’re not confident, just starting out or want to ensure the results are as close to perfect as possible, script everything. Even script out your jokes. Practice. As you feel more confident about your broadcast, you’ll look more natural. Even scripted speech can look on-the-fly.
After your broadcast, the video can stay on your Facebook page for other followers to view later on.
There are a lot of ways to use Facebook ads for medical offices and chiropractic. Be sure to share them on your website and other social media, too.
Animalz. “Facebook Video: The guide marketers are looking for.” Hootsuite. Published: November 2018. Accessed: June 2019. Retrieved from: https://adespresso.com/blog/facebook-video-marketing/
Facebook Live. “Tips and tricks.” Facebook. Accessed: June 2019. Retrieved from: https://live.fb.com/tips/