HEALTH

Marketing Solutions Guide

 It’s a great day to

GET HEARTS
PUMPING
Build your Health brand with Facebook.
 Table of Contents

INTRODUCTION 6

Platform Overview 6

Getting Started 8

Major Tools 10

SOLUTIONS ACROSS THE FUNNEL 12

Brand Awareness 12

Drive The Ask 16

This custom-crafted guide provides Increase Loyalty (Adherence) 24
the essential resources for running ADDITIONAL RESOURCES 28
successful Pharma or OTC campaigns Best Practices Overview 28
on the Facebook Family of Apps and Creative Considerations 30
Services to achieve your business Unlock Insights 36
objectives and drive action on mobile Facebook Marketing Partners 38
throughout the patient journey. Facebook Ad Policies 40

Trouble Shooting 41

More Tools — Stay Connected 42

RECIPE CARDS 44
 Instagram
01 People come to Instagram to share moments and seek
inspiration through videos and photos through both
Introduction feed and Stories. They connect to their friends, family as
1 Billion+

PLATFORM
Instagram accounts
well as their passions. Tell your business’ story to inspire
worldwide are active
action. Instagram uses the same powerful advertising
every single month. 2
tools as Facebook. That way, you can set up, run and track
campaigns the same way you do with Facebook ads.

• Instagram for Business: Find resources to help you

inspire people visually with your brand’s story on

OVERVIEW
Instagram by visiting Instagram for Business.

The Facebook Family of Apps and Services
Audience Network
Expand the power of Facebook advertising to reach more people, in more places,
and drive more results. By taking advantage of all the things that make Facebook
and Instagram Ads great, campaigns can be shown on other high quality
publishers’ apps and sites. Every month, over 1B people are reached through
Audience Network.3
Learn more about Audience Network here.

Facebook’s mission is to give people the power to build community Messenger

and bring the world closer together. Facebook's Family of Apps and
Services helps people and businesses make meaningful connections,
and we offer a full suite of marketing solutions to help you achieve
your objectives.
Facebook
Reach people who matter most to you, capture their attention and get results.
People use Messenger to talk to their friends, family and more. This opens up
a highly personal, direct way to interact with your customers and drive the
business outcomes that are important to you. You can extend your Facebook
campaigns with Messenger Ads, or build strong relationships through an active
Messenger presence.
Get started with Messenger for your business here.

• Facebook for Business: Facebook for Business

gives you the latest news, advertising tips,
best practices and case studies for using 1.3B
Facebook to meet your business goals. In the United States of people now use
America, 204M people Messenger every
• Facebook Terminology: Facebook connects
access Facebook every month.4
a brand with the people who matter to them
month on mobile and 156M
to realize real business results. Learn about
people every day.1
the terminology we use related to marketing
on Facebook.
1
Facebook data, Apr 2018
2
Instagram data, June 2018
3
Audience Network stat, Q4 2016
4
Facebook data, Apr 2018

HEALTHCARE MARKETING SOLUTIONS GUIDE | 6 7


03
Introduction
GETTING
STARTED
Driving passion in the age of mobility
THINK MOBILE FIRST
With people in the US spending 3+ hours per day on mobile, ensure your
marketing, measurement and online experiences are optimized for mobile.1
Learn how the Facebook family of apps and services can be used to tell
compelling stories and drive action on mobile throughout the patient journey.
D E F I N E YO U R G O A L S A N D K P I S
As you plan your campaigns on our platforms, we recommend that you start by
asking yourself a few questions:
• What are the business goals I’m seeking to achieve? How do they map to the
objectives that I can drive on Facebook apps and services? For instance, your
business goals could be acquiring new customers, driving sales, or increasing
awareness for a new product.
• What are the key performance indicators (KPIs) for my campaign? How will
I measure these KPIs?
The answers to these questions will define your strategy and help you measure
the effectiveness of the Facebook family of apps and services alongside other
marketing channels.
Remember, align Facebook with your other efforts on other mediums.
HEALTHCARE MARKETING SOLUTIONS GUIDE | 8
From account planning to the KPIs and metrics you’ll measure, leverage the same
processes and best practices for comparison between channels.
IMPLEMENT THE TOOLKIT
Add the Facebook pixel to your website, the Facebook SDK and App Events
to your mobile app. These tools enable you to measure and optimize your
campaigns on your website, in your store and in your app.
• Get started with the Facebook pixel here. To learn more, visit the Facebook
Pixel page and take our Facebook Pixel Blueprint eLearning course.
• Get started with the Facebook SDK here. To learn more, visit the Facebook
SDK page.
U N D E R S TA N D YO U R A U D I E N C E S
Determine who you want to reach and how you want to connect with them.
For example, you may want to set up different campaigns for different sets of
patients. With segmentation, you can tailor your ad campaigns, creative and
messages to what resonates with them.
Use Facebook IQ and Audience Insights to dive deeper into the demographics,
location, interests, or purchases patterns of your current and potential
customers. With this information in your back pocket, you can further craft
your campaigns. Use ads reporting and Facebook Analytics to understand the
customer journey, based on event data collected from the Facebook pixel, SDK
or Offline conversions and leverage those learnings to optimize your campaigns.
SET UP FOR ME A SUREMENT
When planning any successful marketing campaign, you need to consider key
metrics for success. Did your ad campaign drive awareness for your brand? Did
it drive increased understanding of the category and intent to discuss with a
healthcare provider? To answer questions like these, we have a suite of people-
based measurement tools, based on people, that will help you measure the true
value from your ad campaigns — no matter the objective. Click here for more
information on Facebook's measurement solutions.
1
eMarketer, "Average Time Spent per Day
with Major Media by US Adults, 2017," Mar 2017
9
02
Introduction

MAJOR TOOLS
We have tools to help you through the
process of planning your campaign
BLUEPRINT
A custom eLearning course has been created for Pharma and OTC brands to
quickly bring you up to speed on our platforms and terminology.

• Welcome to Marketing on Facebook: Learn why Facebook is the place for

advertisers and businesses to connect with real people and build connections.
See how successful brands leverage the relationships built on Facebook to
drive real business results.

C A M PA I G N P L A N N E R
To create, compare, and share media plans for reach and frequency campaigns.

FA C E B O O K I Q
To learn about the three insights solutions that make up Facebook IQ — studies,
tools, and resources to help you better understand your audience and develop
campaigns.

AUDIENCE INSIGHTS
To learn more about your key audiences.

C R E AT I V E H U B
To be inspired by best in class creative, explore formats and mock-up and share
ad concepts.

FA C E B O O K A N A LY T I C S
To get a deeper understanding of where and how people interact with your
business across your website, app, Facebook Page, and more.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 10 11


04
Solutions Across the Funnel
BRAND
AWARENESSIncrease Awareness:
Get noticed by the right patients
and physicians at scale
Brand Awareness is the first step in the patient journey, and it is key
to gain exposure to these patient communities on mobile. Leverage
the following solutions to get noticed by the right patients and
physicians at scale.
Campaigns that leverage our Brand Awareness objective optimize
for Estimated Ad Recall, a predictable, real-time measure of how
successfully the campaign drove consumers to recall seeing the ad.
Rather than showing your ad to anyone, we'll show your ad to the
people most likely to recall the message based on their behavior
on Facebook.
OBJECTIVE
Brand Awareness, Reach, Video Views
To learn more, take our Building Brand Awareness with Ads course.
HEALTHCARE MARKETING SOLUTIONS GUIDE | 12
PL ACEMENTS
Facebook feed, Facebook Marketplace, Instagram feed, Instagram Stories,
Messenger, Audience Network In-stream video
BUYING TYPE
• Reach and Frequency: Reach and frequency helps you tell your business'
story in a highly predictable and effective way, so you can control how often
people see your ads and even the order they see them in. To learn more, take
our Reach and Frequency Blueprint eLearning course.
• TRP: TRP buying lets advertisers familiar with TV campaigns plan and buy
video campaigns using Nielsen-verified Target Rating Points (TRPs) on
Facebook and Instagram. To learn more, take our Facebook and TV Blueprint
eLearning course.
TA R G E T I N G
Reach people based on demographics, interests and behaviors:
Use detailed targeting to reach people based on the characteristics
of your current patients.
O P T I M I Z AT I O N
Optimize for brand awareness, impressions, reach or video views.
• Optimize for ad recall: Show ads to people who are more likely to recall
seeing them and help drive your brand or product's awareness with your
target audience.
• Optimize for video views: Show ads to people who are more likely to
recall seeing them and help drive your brand or product's awareness
with your target audience. To learn more, take our Video Views Blueprint
eLearning course.
• Optimize for reach: Maximize the number of people who see your ad
in a given timeframe delivering toward the most efficient reach available.
13
 A D S F O R M AT S
Consider visual formats in Facebook and Instagram feed like image, video, and TIPS
carousel. You can also consider using Instagram Stories to tell your brand story. Content consumption on mobile is frequent and fast — consider telling your
brand story in under 15 seconds or less in feed to match people's behavior.
To learn more, take our course on Carousel ads and use this guide with the latest
video ad specs across our platforms.

D E S T I N AT I O N
• Canvas: Allow people to further explore your brand story through a Canvas
without leaving Facebook or Instagram. To learn more, take our Canvas
Blueprint eLearning course.
• Website or App: Send people to your mobile-optimized website or app to
learn more about your business.
ADDITIONAL TOOLS
Beyond ads, we offer additional tools to drive awareness of your brand.
Your Facebook Page represents your brand anywhere it appears across the
Facebook family of apps and services. Here is how you can get the most out
of this free mobile presence.

B U I LD A VA LUA B LE M O B I LE PR E S E N C E
MEASUREMENT
Tell Your Brand Story
Choose from the following measurement tools to evaluate the performance
of your campaign: • Add Profile and Cover Photos or Videos: Use your logo as your profile
photo to create brand recognition. Choose an image of logo, products,
• Brand Lift: Facebook, Nielsen and Millward Brown Brand lift works across
or one that represents the brand as your cover photo.
Facebook and Instagram to measure brand awareness, impact and ad recall —
the metrics that ultimately help you reach your business objectives. • Complete the About section: Use the About section to tell people a little
bit about what your business does. Use the Safety Information section as
• Cross-Platform Brand Lift: For marketers running video ads on both TV and
a location to host ISI, Prescription, & Patient information found in the
Facebook, Cross-Platform Brand Lift allows you to measure the brand impact
About tab and/or on the timeline.
of your ad campaigns on both Facebook and TV, as well as the incremental
impact of both platforms working together — all in a single report. • Drive measurable results: Use the Call To Action button that encourages
users to take an intended action. This can be removed altogether or
• Partner Lift: For OTC advertisers, we offer sales lift measurement through
changed to reflect different objectives.
our partnership with Nielsen Catalina Solutions and Oracle Data Cloud.
Leveraging these solutions allow OTC advertisers to understand the impact
of their Facebook campaigns on their sales and HH penetration.

Measure how your media is reaching your audience.

• Nielsen Digital Ad Ratings: In Partnership with Nielsen Facebook offers third

party-verified reach measurement. This data can be broken out by desktop
and mobile to help you be sure you're reaching the right people.

• Nielsen Total Ad Ratings: Through Total Ad Ratings advertisers can measure

reach overlap between their TV and Facebook activations.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 14 15


05
Solutions Across the Funnel
DRIVE THE ASK
Foster Consideration:
Provide deeper education and facilitate actions,
like doctor discussions through personalization
and high-involvement ad units.
HEALTHCARE MARKETING SOLUTIONS GUIDE | 16
Acquire customers and provide
critical information with lead forms
One of the most effective ways to increase intent for the brand is
by providing patients with the right information at the right time
in their journey. At a time when attention is a scarce commodity,
marketers have to not only find potential customers, but also make it
as easy as possible for them to get the right treatment information,
and share information about themselves. When recruiting patients
for a clinical trial or providing them with savings card information it
is important to make the sign up process easy and seamless. Once
you've established a customer connection, you can start to build a
relationship with them and drive adherence.
OBJECTIVE
Lead Generation
To learn more, take our Lead Generation Blueprint eLearning course.
PL ACEMENTS
Facebook feed, Instagram feed, Instagram Stories.
BUYING TYPE
Auction
E N D -T O - E N D S O L U T I O N
• Lead ads: Let people demonstrate interest in a product or service through
a native form experience on Facebook and Instagram. For example, consider
driving Rx savings card signups via the Lead Ad solution. To learn more, take
our Lead Generation Blueprint eLearning course.
• Dynamic lead ads: Automatically reach customers based on actions they
have taken on your site, and natively acquire their information by directing
them to a pre-filled form, rather than to your website.
TA R G E T I N G
• Retarget people who engaged with your form: Use Engagement Custom
Audiences to retarget people who engaged with your lead ad campaign
and didn't convert.
O P T I M I Z AT I O N
• Optimize for leads: Deliver your ads to people in your target audience more
likely to complete your form.
17
 A D S F O R M AT S
Use video, carousel, image or collection to create context around what you have TIPS
to offer, or what you want people to sign up for. Lead ad forms are customizable, so you can acquire the right information
To learn more, take our collection course. from your prospective customers.

D E S T I N AT I O N • Higher intent: Add friction in the form to generate higher intent

With lead ads, you can send people to your form on Facebook or Instagram where submissions including review information and slide to submit.
they can sign-up or request more information from your business. With your
• Context cards: Offer more details on the information people are signing
form, make sure to keep it as simple as possible to prevent drop-off.
up for (i.e. if generating newsletter customers, explain what type of
MEASUREMENT content your emails have).
• Facebook ads reporting: Use Facebook conversion reporting to measure
• Custom disclaimers: For advertisers that have extra data usage
how many people completed your form.
restrictions, this requires people to respond to an email before any
• Split testing: Split testing helps you test your Facebook ads and identify new marketing can happen
best practices to inform your advertising strategy. Use Facebook split testing
• Custom thank you: Enable your customers to find out more about you by
to learn which creative, audience, delivery and placements are best
providing brochures or white papers, or even allowing them to click to call
for meeting your marketing objectives.
your business straight from the thank you screen.

ADDITIONAL TOOLS
Beyond ads, we offer additional tools to generate leads.

• Add a CTA to your Facebook Page: Encourage Page visitors

to contact you by adding a button to your Page.

H U B B L E C O N TA C T S
This contact lenses manufacturer and retailer
used lead ads to gauge market interest
and retarget people with ads optimized for
conversions, resulting in a few thousand leads.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 18 19

 Acquire Customers With O P T I M I Z AT I O N

Intent Via Messaging • Optimize for message replies: Deliver ads to people in your target audience
who are most likely to reply to your messages.
One of the most effective ways of growing your business is to
expand your patient base. At a time when attention is a scarce A D S F O R M AT S
commodity, marketers have to not only find potential patients, but Use carousel, image, video or slideshow to to showcase what you have to offer
also make it as easy as possible for them to get more information, and entice people to send a message.
and to share information about themselves. Once you've established
D E S T I N AT I O N
a patient connection, you can start to build a relationship with them
Send people to Messenger to start a conversation.
and drive your business goals.
MEASUREMENT
OBJECTIVE • Facebook ads reporting: Track Messenger engagement (i.e. cost per
Messages, Traffic, Conversion messaging conversation) in Ads Manager. If your Messenger experience ends
in a Facebook pixel-enabled web view, measure with ROI in Ads Manager
PL ACEMENTS
using pixel conversions. If your business collects offline data, measure with
Facebook feed, Instagram feed, Messenger
offline conversions. If you want to measure an action within a Messenger
BUYING TYPE conversation, use App Events to tag actions.
Auction

E N D -T O - E N D S O L U T I O N S
• Click-to-Messenger ads: Give your business a fast and convenient way to
generate leads, answer questions, drive transactions and offer support. TIPS
Click here for 5 tips to improve your next click-to-Messenger campaign.
TA R G E T I N G
The first step to creating a successful campaign is choosing who you would like to
communicate within Messenger.
ADDITIONAL TOOLS
Start by creating an audience that will help you reach your objective:
Beyond ads, we offer additional tools to generate leads.
• Generate leads for new patients: Use detailed targeting or create
• Add a CTA to your Facebook Page: Encourage Page visitors
a Lookalike Audience of people similar to your existing customers.
to contact you by adding a button to your Page.
• Follow up with people who have already shown interest in your business:
Create a Custom Audience based on actions they’ve taken on Facebook or
your website, such as watching a promotional video or completing a lead
form.

• Re-engage people who have previously taken an action with your business
in Messenger: Create a Custom Audience made up of people who have
already messaged with you using App Events.

No matter what the objective of your campaign is, make sure to build your
targeting strategy around reaching the right people.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 20 21

 Acquire Website Visitors D E S T I N AT I O N
Your destination may depend on where your target audience is in the purchase
Growing your website traffic can help journey.
you acquire new, valuable patients.
• Canvas: You can direct your audience to a Canvas to further explore what
Generate intent for your brand, through patient discussion guides,
you offer without leaving Facebook or Instagram.
so patients are educated and empowered to ask their doctor for
the brand by name. • Website or App: You can also direct them to a mobile-optimized website or
app to complete their purchase. We recommend sending people to specific
OBJECTIVE product pages on your website or app, or at least the relevant product
Traffic, Conversions category page.

PL ACEMENTS
MEASUREMENT
Facebook feed, Facebook Marketplace, Instagram feed, Instagram Stories,
• Facebook ads reporting: Use Facebook ads reporting to measure online
Messenger, Audience Network
and offline conversions based on people-based metrics for ads served
BUYING TYPE on Facebook, Instagram and Audience Network. Create and export reports
Auction to see your most important ad metrics and learn how you’re reaching your
business goals.
TA R G E T I N G
There are many ad targeting options you can use to generate demand and sales
for your products or services.

• Reach new customers: Use detailed targeting or create a Lookalike Audience

TIPS
to find people similar to your existing customers.
Use engaging creative optimized for mobile to capture attention
• Only reach potential valuable customers: and drive action.
Use value-based lookalike audiences to find people in your target audience
likely to drive the most value for your business.

O P T I M I Z AT I O N
ADDITIONAL TOOLS
We offer a variety of optimization models to help you achieve the outcomes
Beyond ads, we offer additional tools to generate leads.
you care about.
• Add a CTA to your Facebook Page: Drive Page visitors
• Optimize for landing page views: Optimize the delivery of your ads to people
to take action on your website or app.
in your target audience likely to click on your ad and view your landing page.

• Optimize for conversions: Optimize the delivery of your ads to people in

your target audience likely to convert.

A D F O R M AT
Use Instagram Stories, video, carousel or collection to showcase your products
or services.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 22 23

 Drive sales online
06
Solutions Across the Funnel As people discover information, products and experiences across
mobile, marketers need to understand the new ways people are

INCREASE
showing interest in a product. Marketers now have access to a
spectrum of intent signals to generate demand and sales of their
products and services no matter where their customers are in the
purchase journey. Ads on Facebook, Instagram, Messenger and the
Audience Network leverage the power of data and machine-learning
to drive discovery and sales of your products.

LOYALTY
OBJECTIVE
Conversions, Catalog Sales

To learn more, take our Closing the Deal with Conversions course.

PL ACEMENTS
Facebook feed, Facebook Marketplace, Instagram feed, Instagram Stories,
Messenger, Audience Network

(ADHERENCE)
BUYING TYPE
Auction

E N D -T O - E N D S O L U T I O N
• Dynamic ads: If you have a product catalog, you can use dynamic ads
to automatically promote your products to people likely to purchase.

Build Loyalty: TA R G E T I N G
For Over The Counter Drug brands drive There are many ad targeting options you can use to generate demand and sales

loyalty by creating convenience for consumers for your products or services.

through online sales. • Generate demand for your products and services: Use Lookalike Audiences
to find people who are similar to your most valuable customers across your
website, app or store.

• Drive sales with interested customers: Use Custom Audiences to reach

people who have viewed products, added to cart or purchased from your
website, app or store.

O P T I M I Z AT I O N
We offer different optimization models to help you achieve the outcomes you
care about.

• Conversion optimization: Optimize conversions to deliver ads to people

likely to take your desired action on your website, like add a product to cart
or purchase.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 24 25

 • App Event optimization: Optimize for your mobile app events to deliver
ads to people likely to take specific actions in your app, like add a product
to cart or purchase.
• Value optimization: Use the Facebook pixel on your website and identify
the value you want to optimize for and we'll deliver ads to people likely
to be valuable to your business.
• Attribution: Use various attribution models to help advertisers understand
A D S F O R M AT S
Use video, carousel or collection to showcase your products or services.
• Test and Learn: Test and Learn helps you define which strategy is most
effective for reaching your advertising goals across the Facebook family
of apps and services. Simply choose the question you want to answer and
Test and Learn will let you know which measurement test to run. The tests
are simple to set up and provide clear results to help you optimize your
next campaign.
how your campaigns drive online, offline and cross-device conversions across
your entire digital media spend.

D E S T I N AT I O N
Your destination may depend on where your target audience is in the
purchase journey.
TIPS
• Canvas: If you're driving demand for a new product line or a new audience,
Add an offer to your ad to encourage people to visit your website or app
you may want to send your audience to a Canvas to further explore what
to purchase.
you offer without leaving Facebook or Instagram.

• Website or App: If you're driving sales with an audience who already has
intent, you may want to send them directly to your mobile-optimized website
or app to complete their purchase. We recommend sending people to specific ADDITIONAL TOOLS
product pages on your website or app, or at least the relevant product Beyond ads, we offer additional tools to acquire customers of your app.
category page.
• Add a CTA to your Facebook Page: Drive Page visitors to take action
on your website or app.
MEASUREMENT
Choose from the following measurement tools to evaluate the performance
of your campaign:

• Facebook ads reporting: Use Facebook conversion reporting to measure

online and offline conversions based on people-based metrics for ads served
on Facebook, Instagram and Audience Network. Create and export reports
to see your most important ad metrics and learn how you’re reaching your
business goals.

• Split testing: Split testing helps you test your Facebook ads and identify new
best practices to inform your advertising strategy. Use Facebook split testing
to learn which creative, audience, delivery and placements are best
for meeting your marketing objectives.

• Conversion Lift: Measure the true impact Facebook ads have on real people.
Use Conversion Lift to determine the incremental sales and conversions from
people reached by your ads across the Facebook family of apps and services.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 26 27

07
Additional Resources

BEST PRACTICES
OVERVIEW
Learn about the various tools you
can leverage to build brand awareness
and drive results
BR AND BEST PR ACTICES
Facebook's platforms are great places to raise brand awareness. This course
will show you how successful integration of Facebook's tools can build brand
awareness and ensure your message reaches your desired audience.

HOW TO DRIVE ACTION ONLINE, IN STORES I N T R O D U C T I O N T O FA C E B O O K PA G E S

AND IN MOBILE APPS
Whether you're driving sign-ups on your website, sales in store, or installs for your
mobile app, this course will introduce you to the products that can help drive your
business objectives.
S U C C E S S F U L C A M PA I G N S
Have you ever wondered what makes a successful Facebook campaign? In this
course you will have access to some of the possibilities, and learn how campaign
goals play a vital role in many Facebook success stories.
A D V E R T I S I N G O N FA C E B O O K
This beginner's guide to advertising is designed as a tool for advertisers who are
just getting started with Facebook, or who need a tactical overview of brand or
direct response advertising, and how our platform works.
Having a Facebook Page is an important step in creating an online presence for
your business. Learn how Pages can help you easily connect and communicate
with customers — anytime, anywhere. Understand the importance of your
business' presence on Facebook, especially on mobile. Learn how to post content
that engages your customers and prompts them to take action.
B R I N G YO U R B U S I N E S S T O L I F E W I T H I N S TA G R A M S T O R I E S
Learn about Instagram Stories and how they work. Understand how to use
Instagram Stories as part of your marketing campaign and explore how businesses
are using Stories and Stories ads to reach their full funnel business goals.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 28 29

08
Additional Resources

CREATIVE
CONSIDERATIONS
The 4 Pillars of Mobile-First Creativity

Use insights as a creative

Mobile is fast, muse to kick-start creativity
it's visual and it's and learn what's working, and
video-first. what's not. Integrating a testing
approach to the creative process
1. 3. allows you to better understand
Create for how Test, Learn creativity for your needs.
people consume and Adapt

2.
Always design 4.
with your objective PLAY MORE!
in mind
Mobile is
What's your
a playground of
creative trying to
creativity. As new ways of
do — tell your brand's
sharing continue to arise — we're
story ? Showcase
all learning what works (and what
your product?
doesn't) together. Creativity is no
longer limited to a 30 second TV spot
or full-page print ad. On mobile —
let your creativty flourish and
test all of your ideas.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 30 31

 Mobile Feed
Include your brand (or product) early and often.
• Optimize creative for your objective
• Think brand or product first when designing
Branding
• Frontload your story arc — tell it as soon as you can
59% of mobile-first videos introduced the brand in the first
seconds (compared to 38% of ads with traditional narratives).
This results in 2X more lift in ad recall if branding occurs within
the first three seconds. This group is also associated with the
highest message recall, purchase intent results and incremental
conversions.1
Create for stories, not seconds.
• Mobile-first requires a different kind of storytelling
Length • While we recommend videos around 15s for feed, don't
confine your creative idea to a 30s or 15s spot — let your
mobile storytelling dictate length.
Play more!
Mobile-first videos were associated with the highest Aided
Recall, message recall, and purchase intent results. 52% of the
total lift driven by video came from impressions that were short
view, or under two seconds.1
No matter what, make sure to capture
attention quickly!
• Bring your most exciting frame to the front
Attention
• Capture attention with branding or text, quickly
• Frontload your story arc
People move at the speed of feed — and it only takes a few
seconds to make a real impact. People consume content 41%
faster on mobile News Feed than on desktop News Feed, and
recall content at a significantly higher rate. 2
HEALTHCARE MARKETING SOLUTIONS GUIDE | 32
Mobile Feed
Design for sound off, but delight with sound on.
• Most people watch videos in feed with the sound off.
• Incorporate text overlays, graphics or captions. Stacking
Sound
type in an eye-catching way can hook viewers and bring
them into your story. You can also use overlays to add
texture and dimension to your videos.
• Use visual elements to tell your story and highlight what
matters.
62% of mobile-first videos were designed for sound off.
Consumers respond to sound-off design claiming these videos
have a clear focal point and they recall more of the message.
This was the group with the highest Aided Recall, message
recall, and purchase intent results.1
Tell your story visually and experiment with new
creative tools and formats.
Mobile is a creator's dream space — creativity is key
to capturing attention and driving results. Mobile is an
environment where the key to success is experimentation,
testing and learning.
• Surprise and delight people by experimenting with framing
• Repurposing creative in new and surprising ways by using
animations
• Play more with new creative tools
• Non-linear story arcs drive results
Strong design elements help make ads stand out — top
performing ads have an element of surprise and stood out
against the rest. Consider special effects and unique design
techniques to capture attention.3
1
"Stand Out in Feed — Optimizing Video Creative on Mobile" by Facebook IQ, Dec 2017
2
Facebook internal data, global, March 2017
3
Canadian Mobile Feed Creative Best Practices 2017, Kantar Insights, ZappiStore
33
 Mobile Stories
Branding is a key element in Stories — get across
your brand proposition or product early and in
creative ways.
Branding Generally, we see that creative best practices in feed follow-suit
on Stories. There are however, a few specific differences.
These results indicate that creative best practices that work
in Instagram feed also work for Stories. Enhancements to
creative tools and placement optimization that allow advertisers
to repurpose feed ads to Stories can increase adoption and
alleviate the needs for separate creative production.
Stories consumption is even faster — messaging
should be too.
Consumption of Stories is faster than Instagram feed, so using
less than the maximum 15s may increase effectiveness by
Attention communicating your message across earlier. Include the brand
and key message in the first 3s.
Top performing Stories ads did a better job of integrating the
branding and key message early, on average, within the first 1.5s of
the ad. Stories ads have a maximum length of 15s, however, the top
performing ads were less likely to use that full time, with the average
duration of these ads 9.6s.
With less time, Stories need to be more relevant.
Relevance is important for Stories ads, and creative features
that can help drive purchase intent in Stories include:
• Music
Make it relevant
• Showing the product with logo
• Showing the product in use
Stories ads that showed the product in use increased
effectiveness on key metrics like Understanding, Relevance,
Brand Fit and Purchase Intent. Ads with music showed
significantly higher relevance than ads without music. In
addition, showcasing the logo or product helps drive relevancy.
HEALTHCARE MARKETING SOLUTIONS GUIDE | 34
Mobile Stories
Play with time and creative elements
— with Stories there are even more
opportunities for creativity!
Play more! • Play with creative features for Stories
• Framing
• Motion
The smaller amount of time for a piece of Stories content has
only increased the opportunity for creativity and capturing
attention.
Sources for Creative Inspiration
Use the Creative Hub to bring creative ideas to life.
Learn more with our recommended Blueprint
eLearning courses:
• Creative Best Practices: A successful Facebook campaign allows a brand to
share real, authentic conversations. These courses will show you how using
creative best practices can pull an engaged audience into the conversation.
• Winning with Video on Mobile: Video consumption is increasing at a
drastic rate. Advertisers need to understand these video capabilities and
how to best leverage video to tell their brand stories. We’ll examine creative
considerations for designing video for mobile.
• Optimizing Video Content for Mobile: People consume video on mobile
differently. In this course, we’ll look at how you can take the assets you already
own for your brand and optimize them for your mobile audience.
• Creative Hub: Learn how Creative Hub can help maximize the creative
opportunities in Facebook and Instagram with a new way to create mockups
for ads, share them with anyone and experience the work as though it’s live.
You can also look at what other brands are creating and draw inspiration
from their work.
• Facebook IQ Creative Effectiveness: Get the latest insights on creativity
and mobile from Facebook IQ, including studies and resources to help you
develop your next thumb-stopping campaign.
Source for all: "How can marketers create compelling Instagram Stories ads?"
by Facebook IQ, Mar 2018
35
 Audience Insights Tool
09 Facebook Audience Insights gives you aggregate information about three groups
of people — people connected to your Page, people in your Custom Audience
Additional Resources and people on Facebook — so you can create content that resonates and easily

UNLOCK
find more people like the ones in your current audience. Go deeper with:

• Demographics overview: See age and gender breakdowns, education levels,

job titles, relationship statuses and more.

• Find out what people like: Learn about people’s interests and hobbies.

• Learn about lifestyles: Audience Insights combines relationship status,

income, family size and location to tell you about the types of people

INSIGHTS
interested in your business.

Insights to Go
Filter, find and download stats. Insights to Go makes data more accessible and
actionable, by letting you sort the stats you care about and then download or
share them instantly.

Apply filters by the following categories to find relevant stats:

• Region (Markets and Countries)

Facebook IQ
Unlock the insights that matter. Facebook IQ offers powerful consumer and • Industry (Verticals)
advertising insights.
• People (Audiences)
• People Insights: Understand consumer behavior across generations,
• Seasonal Moment
geographies, devices and time.
• Campaign Planning (Media Channels, Facebook Platforms, Ad formats)
• Advertising Insights: Understand the value of measurement and its influence
in developing effective marketing.
Find Facebook stats to fuel your strategy, spark creativity or inform your media
• Vertical Insights: Understand more about the people who matter to you and decision-making.
how to reach them along their path to purchase.
Click on an insights card to download a slide version, share with a client, colleague
• Moments, Holidays and Events: Explore how people mark holidays, seasons or to Facebook, or to explore relevant articles.
events, and moments on Facebook and Instagram and how you can enhance
these experiences.

• Tools & Resources: Expand your marketing toolkit with tools and resources
like Insights to Go to filter and download stats from Facebook, the Cross
Border Insights Finder to explore new growth opportunities beyond borders,
and the Audience Insights Tool inspire campaigns that are meaningful to
people and drive real results.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 36 37

 WH AT S E RV I C E S D O FAC E B O O K M A R K E T I N G PA R T N E R S PROV I D E ?
10 Marketing Partners provide a wide range of services including Campaign
Management, Community Management, Creative Platforms, Feed Management,
Additional Resources Lead Ad Platforms, Measurement, Offline Conversion, and more. For an in-depth

FACEBOOK
look at our partners including more information on services and client success
stories, visit the Facebook Marketing Partners website. Below we provide a deeper
look at a few key solutions.

C A M PA I G N M A N A G E M E N T S O L U T I O N S
Truly scaling and optimizing your ad campaigns can require complex tools and
expertise. Facebook's Ad Technology partners use next-level technology and

MARKETING PARTNERS
services to fuel next-level campaigns. Whether you're looking for a fully managed
media solution, licensed software that gives you greater capabilities, or a hybrid of
the two, there's a Facebook Marketing Partner solution for you.

C R E AT I V E & V I D E O S O L U T I O N S
Once you've started advertising on Facebook, you may be interested Creating original, high-quality content at scale is no small task. Partners can help.
in ways to take your campaign performance to the next level. Facebook's Creative Platforms partners specialize in helping businesses create
Facebook Marketing Partners are a great resource to help you do more content that performs better with less effort.
more. All partners design their products and services with the goal
H O W C A N I F I N D A M A R K E T I N G PA R T N E R F O R M Y N E E D S ?
of reducing complexity and increasing efficiency. Whether you are
To get started finding a best-in-class partner, use the Facebook Solutions Explorer.
trying to scale up activity, reach new audiences, or free up in-house
resources, we can help you find a partner that excels at addressing
your needs.

W H O A R E FA C E B O O K M A R K E T I N G PA R T N E R S ?
Facebook Marketing Partners are a global community of trusted, third-party
solutions providers. Each partner is ready to tackle the challenges marketers face,
providing solutions that help businesses drive their bottom line. Partners are
vetted and certified before joining the program.

W H Y U S E A FA C E B O O K M A R K E T I N G PA R T N E R ?
Facebook Marketing Partners are a core extension of our team at Facebook.
They tackle big problems with tailored solutions and in the process open up new
opportunities for businesses on Facebook and Instagram. We work to ensure
partners offer standards of quality acceptable to Facebook. Partners build the
next generation of tools and services on our platforms.

W H AT M A R K E T S D O M A R K E T I N G PA R T N E R S C O V E R ?
There are 170+ Facebook Marketing Partners operating in more than 45
countries. Partners range in size and scale from multinational companies with
global capabilities to smaller providers focused on individual markets or regions.
Whether you’re global or local, whatever your marketing challenge, there’s a
Facebook Marketing Partner to fit your needs.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 38 39

 Additional Resources Additional Resources
11 12

FACEBOOK TROUBLE
AD POLICIES
Facebook ad policies aim to keep our platforms safe for people to
connect with friends and businesses. To help ensure we’re creating
SHOOTING
Learn about troubleshooting common delivery issues

the best experiences for people on our platforms, and to help BUDGET
facilitate better engagement and retention, we have some guidelines: Give the system room to optimize for your business KPIs over clicks. Ensure you
have adequate budget to allow the system to learn and optimize for conversions
• Advertising principles: These are the principles that guide our decision making
over clicks.
when it comes to advertising across the Facebook family.
TA R G E T I N G
• Language: directly asserts or implies as user has a condition. ex: Do you have
Make sure your audience is sufficiently large so our system can optimize delivery.
this disease, how does this disease…
Also, be sure your audiences do not overlap at the account, campaign, ad set or
• Limit Text Overlay in Image Ads: In order to keep ads as high quality and Page level. Learn more here.
engaging as possible, our Ad Policy restricts how much text can be included
R E LE VA N C E S CO R E
in the photo or thumbnail of an ad. To avoid receiving an ad text warning, follow
A low relevance score on your ad indicates that your content is not faring
these guidelines.
well with your audiences. A low relevance score will also impact your delivery
• Brand Assets: Before using Facebook or Instagram branded assets in your ads, negatively, and indicates that you should try different creative or target a different
always refer to our Brand Assets Guide. The following sites let you download audience. Learn more here.
the proper assets and provide info on how to use them: facebookbrand.com,
I N VA LI D PI X E L
instagram-brand.com.
Check that your pixel is installed on the page correctly and you are receiving data.
• Branded Content: Branded content on Pages is content originating from a You can download the Facebook Pixel Helper for Google Chrome to see if your
Page owner that features third party products, brands, or sponsors that are pixels are firing properly. Download here.
different from the Page owner. When posting permitted branded content
To learn more, visit the Facebook Advertiser Help Center, Facebook Ads Guide
integrations, Pages must use the Branded Content tool to tag the featured third
and Facebook Advertising Tips.
party. Branded content on Pages is only allowed from Verified Pages. To learn
more, visit our Branded Content page.

• Ad Review: We review ads before they go live and this process can take up to
24 hours. If you feel your ad has been in review for too long, reach out to your
Facebook contact or fb.me/adpolicies for help.

To learn about all the ad policy requirements, read our Advertising Policies and take
our Ad Policies for Content, Creative, and Targeting course.

HEALTHCARE MARKETING SOLUTIONS GUIDE | 40 41

 13
Additional Resources

MORE TOOLS
STAY CONNECTED
Client Support Portal
Have questions about your Facebook Ad? Submit your question to our client
solution team at facebook.com/business/clientsupport and we’ll respond within
one business day.

Facebook Blogs
• Facebook Business News Blog

• Instagram Business News Blog

• Facebook IQ Blog

Product and Business Marketing Update Newsletter

Stay informed about the latest Facebook tools and features for business with
our Product and Business Update Newsletter.

Blueprint Pages
Stay up-to-date on new courses, course updates, how-to videos, tips and tricks,
and success stories.

• Facebook Page

• Instagram Account

HEALTHCARE MARKETING SOLUTIONS GUIDE | 42 43

 14

HEALTHCARE MARKETING SOLUTIONS GUIDE | 44

CARDS
RECIPE
I N C R E A S E AWA R E N E S S
Campaign Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective Formats

Video Ads
Brand Reach & Lookalike Optimize for ad (Facebook, Instagram, Canvas
Mobile-first
Awareness Facebook feed Frequency Audiences Brand Lift
recall lift Messenger, creative
Audience Network)

Reach
Facebook TRP Custom Optimize for Collection Estimated Ad
Audiences Website
Marketplace reach (Facebook, Instagram) Recall Lift

Video views Core Optimize for In-stream Cross-Platform

Instagram feed Audiences video views Mobile App
(Audience Network) Brand Lift

Carousel
Instagram (Facebook, Instagram,
App Store or
Stories Ads Reporting
Messenger, Google Play
Audience Network)

Instagram Messenger
Messenger Stories Split testing
presence
(Instagram)

Audience
Network
A C Q U I R E C U S T O M E R S W I T H I N T E N T V I A L E A D FO R M S
Campaign End-to-end Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective solution formats

Lead Custom Optimize for Video Ads Facebook ads Facebook

Facebook feed Auction Lead Ads (Facebook, Lead Form
Generation Audiences leads reporting pixel
Instagram)

Carousel Product
Instagram Lookalike
Split testing Catalog
feed Audiences (Facebook,
Instagram) (if applicable)

Instagram Image
Stories (Facebook,
Instagram)

Instagram
Stories
(Instagram)
ACQUIRE CUSTOMERS WITH INTENT VIA MESSAGING
Campaign End-to-end Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective solution formats

Optimize Carousel
Auction Click-to- Custom (Facebook, Messenger
Facebook ads Facebook
Messages Facebook feed Messenger ads Audiences for message pixel
Instagram, reporting
replys Messenger)

Video Facebook
Instagram Lookalike SDK + App
Traffic Audiences (Facebook,
feed
Instagram) Events

Slideshow
Detailed (Facebook,
Conversions Messenger targeting Instagram,
Messenger)

ACQUIRE WEBSITE AND MOBILE APP VISITORS

Campaign Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective formats

Optimize for Instagram

Auction Detailed Canvas
Facebook ads Facebook pixel
Traffic Facebook feed targeting landing page Stories reporting
views (Instagram)

Facebook Lookalike Optimize for Collection Website or Facebook SDK

Conversions (Facebook,
Marketplace Audiences conversions App + App Events
Instagram)

Video
Value-based
Instagram (Facebook, Offline
lookalike Instagram,
feed Conversions
audiences Messenger,
Audience Network)

Carousel Product
Instagram (Facebook, catalog
Stories Instagram,
Messenger, (if applicable)
Audience Network)

Messenger

Audience
Network
DRIVE SALES ONLINE
Campaign End-to-end Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective solution formats

Facebook Dynamic ads Custom Conversion Collection Canvas Facebook ads Facebook
Conversions Auction (if you have a (Facebook, (Facebook,
Feed Audiences optimization reporting pixel
product catalog) Instagram) Instagram)

Video Ads
Facebook
Facebook Lookalike Value (Facebook, Conversion
Catalog sales Instagram, Website SDK + App
Marketplace Audiences optimization Lift
Messenger, Events
Audience Network)

Carousel
Instagram Detailed App Event (Facebook,
Feed targeting optimization Instagram, Mobile app Test and Learn
Messenger,
Audience Network)

Instagram Offline
Instagram App Store or
Stories Stories Measurment
Google Play
(Instagram) Partners

Marketing
Messenger Mix Modeling
Messenger presence (MMM)
Partners

Store Visits
Audience
Network (eligible
advertisers only)