Boost Patient Acquisition With These Paid Social Tips for Healthcare

Gone are the days of relying solely on word-of-mouth, flyers, and billboards to bring in patients. Today, healthcare professionals need digital marketing to meet patients where they spend the most time — online.

Still, many are hesitant to dive into paid social advertising, worried about immediate ROI or feeling like they’re throwing money into the void. Here’s the thing, though: Social ads are a powerful way to build long-term trust and awareness in an industry where credibility is everything.

Think of Coca-Cola’s iconic lifestyle ads. No one expects you to buy a Coke every time you see a campaign, but when you’re thirsty, that brand is one of the first to come to mind. The same tactic can be applied to healthcare. Social advertising can build visibility and familiarity, so when potential patients need care, they think of you.

Curious about how it works? We’re diving into the why and how behind social ads, and offering you some actionable tips for boosting patient acquisition with paid social in the new year. Let’s get started.

The ROI of Awareness: Why Healthcare Ads Are a Long-Term Play

Considering how overcrowded the online world has become, relying solely on organic social often won’t cut it. Sure, posting a few helpful tips on Facebook might get you some likes but, each day, you’re competing with a massive wave of content — and probably getting lost in the shuffle.

If your goal is patient acquisition, it’s time to push a little harder. While many might be wary of whether social ads offer real ROI, the numbers paint a different picture. Turns out, healthcare social ads actually offer some of the lowest cost-per-click averages compared to search and display ads, which means you’re getting more bang for your buck. Healthcare businesses also see higher conversion rates on social media than other industries.

But even beyond the numbers, paid social offers a significant long-term advantage. These campaigns excel at keeping your practice top-of-mind, much like Coca-Cola’s ads do.

Imagine your ads as a catchy tune played in passing — subtly memorable but not overwhelming. Over time, this consistent rhythm builds familiarity and trust, so when patients eventually need care, they’re humming your song and choosing your practice first.

Choosing the Right Platforms for Your Practice

So where exactly should you be broadcasting your brand? With so many platforms to choose from, it’s crucial to pick the ones that align with your target audience and goals. Each social platform has its strengths, so let’s break down the big ones for healthcare professionals.

• Facebook: This is by far the most popular platform for the industry, with healthcare organizations posting an average of 20 times a week on Facebook and seeing an average engagement rate of 5.9% — the highest of any platform. Facebook’s ad targeting capabilities are also top-notch, offering advanced audience segmentation, from geographic location to specific interests. With detailed options, you can zero in on the patients who matter most, ensuring your message hits the mark.
• Instagram: With a 5% average engagement rate and posting rate of 12 times per week, Instagram is right behind Facebook in terms of popularity among healthcare organizations. Owned by Meta (Facebook’s parent company), Instagram allows for seamless ad management alongside Facebook, giving you access to the same powerful targeting tools. Its visual-first nature is perfect for showcasing your practice and engaging with potential patients through imagery and video.

• TikTok: Despite some potential for a ban, TikTok’s potential for viral can’t be ignored. Popular among the younger crowd, this platform is great for bite-sized health tips, fun facts, or behind-the-scenes glimpses into your practice. Though healthcare organizations post less frequently here (just 2 times a week), TikTok’s ad targeting capabilities are solid, letting you reach niche audiences based on their demographics, interests, and behavior.
• LinkedIn: Not just for job hunting! This is where to go to connect with other professionals and corporate clients (hello, wellness programs). While engagement rates are lower at around 2.2%, LinkedIn has one of the highest follower growth rates in the healthcare industry — 0.55% compared to Facebook’s 0.17%. You can also target by industry, role, and company, which is ideal for B2B healthcare marketing.

Ultimately, your platform choice depends on your unique situation and strategy. Whether you’re trying to reach a younger demographic, connect with corporate clients, or get in front of the local community, selecting the right platform will ensure you get the best ROI from your social ad spend.

3 Tips for Crafting Social Ad Campaigns in Healthcare

Impactful paid social campaigns in the healthcare space require balancing the creative with the technical. Here’s how to hit the right notes.

1. Build Trust With Human-Centric Content

Healthcare is personal and your ads should reflect that. They should feel less like an in-your-face sales pitch and more like an open invitation to connect.

Craft content that feels human and relatable — think patient testimonials (with permission!) or “edu-taining” content (education meets entertainment) such as explainer videos to common questions. Human-centric visuals, like friendly faces or behind-the-scenes looks at your practice, can also break down barriers and build familiarity.

At the same time, avoid crossing lines that could jeopardize your credibility or violate regulations. Sharing identifiable patient information? That’s hard no. Even anonymized stories can reveal too much, so tread carefully. Negative or stigmatizing language can also alienate patients. Stick to current, inclusive medical terminology that uplifts and educates.

Creativity matters here. Your ads should highlight what makes your practice stand out. Just like how PH3 is the only Agency + Brewery in the nation, we help our clients find their own powerful “+ Brewery” — that one-of-a-kind factor that sets them apart from competitors. Whether it's your patient care, service offerings, or approach to the community, we can help you pinpoint that special angle and craft ads that resonate with your target audience.

2. Target Your Audience Like a Pro (While Staying Compliant)

Effective social ads aren’t about reaching everyone — they’re about reaching the right ones. The power lies in precision and audience targeting is both an art and a science, with advanced tools letting you zero in on specific demographics, interests, and behaviors. Want to reach parents searching for pediatric care? Or retirees looking for specialized services? You can fine-tune your ads to appear in front of the right eyes.

But with great power comes great responsibility. Ensure you’re using compliant targeting strategies, including avoiding sharing identifiable health information with non-compliant platforms. Be aware of other legal requirements, as well — like restricting ads to people 18 and up, a no-brainer for most healthcare campaigns.

Layer this with ad content that speaks to the needs of your audience for maximum impact. A 30-something mom might respond to family wellness tips, while a busy professional could appreciate convenience-focused messaging.

It’s a bit like matchmaking. The better you know your audience, the more likely your ads will resonate. And when they resonate, patients aren’t just scrolling — they’re remembering.

Need help executing this? Work with us at PH3. We can handle both the creative and the technical sides of your campaigns, ensuring your ads not only stand out but also reach the right people. With us, you get a one-stop shop with all the expertise you need to grow your practice.

3. Focus On Metrics That Matter

Measuring social ad success in healthcare isn’t as simple as counting clicks. As we mentioned, it’s more about the long game. Your top KPIs should include engagement rates and click-through rates (CTR), as well as awareness metrics like impressions and reach. These will reflect your brand's growing visibility, even if patients aren’t booking appointments immediately.

Keep in mind the concept of "attribution lag" — the time between when someone sees your ad and when they finally book an appointment. After all, healthcare decisions often take weeks or months. Just because you don’t see immediate results doesn’t mean your ads aren’t working.

Data will help paint a clearer picture. It’s the proof of your campaign’s effectiveness, offering transparency and accountability for your efforts. But you need more than just raw numbers — you need reports that look at the metrics that matter most, provide insights on how they correlate with your goals and, most importantly, how to optimize future efforts.

Long-term tracking is essential, and at PH3, we make it easy by delivering regular, executive-level reports that are short, sweet,, and packed with actionable insights, so you’re always in the loop and ready to fine-tune your strategy.

Remember, it’s a marathon, not a sprint. No one becomes the go-to healthcare provider overnight, so stay focused on the big picture, and let consistent, strategic advertising do its work over time.

No Better Time Than Now

When it comes to social advertising, the sooner you start, the sooner your practice can start reaping the rewards. Paid social can help you build a brand that’s top of mind when your patients need you most. So, why wait until tomorrow?

At PH3, we don’t just create ads — we craft campaigns that make your brand unforgettable. From targeting the right audience to telling your story with trust and transparency, we’ve got the expertise to help you stand out in the crowded healthcare space.

Ready to get started? Drop us a line, and let’s make this your most memorable year yet.