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Facebook Ad Success Story

February 8, 2012, 9:50 PM by Angela Kennecke

Facebook Ad Success Story
SIOUX FALLS, SD - If you're on Facebook, you know you're constantly targeted by ads. But are you paying attention to them?
It turns out plenty of people are clicking on those little boxes and that's led to a local hospital being used as a case study for Facebook to sell more of them.

Dr. Dean Madison has plenty of experience when it comes to delivering babies and he wanted to get that across on Facebook.

Angela Kennecke: It said 10,000 babies and counting?
Madison: When I retire I am going to do that counting, yes.

Madison's Facebook ad allowed him to target the specific audience that would need his services.

"Just women; we targeted the age group from 20 to 35, and also the geographical area too," Madison said.

And to say the ad was effective is a bit of an understatement.

"Saw you on Facebook--saw you on Facebook; it really got a lot of attention," Madison said.

Not only that, it also got Madison 140 percent increase in visits to his Sanford bio page and a whopping 30 percent increase in new patient numbers.

"Really what it means is we are meeting patients where they are at; so really by using Facebook in a new and meaningful way," Judy Green of Sanford Marketing said.

Sanford Health ran 66 social media ads in the last year, and 10 are running on Facebook right now. But Madison's response has Facebook using his ad as proof that they work.

"And there aren't many Facebook ads in the healthcare industry right now, so they really wanted to use this as a case study to emulate that and say here's what we can do for you," Green said.

And Madison, who is on Facebook himself, is convinced that the reasonable cost and being able to target specific people, makes this kind of advertising a natural for any health care provider.

"I bet in that age group the number that doesn’t use Facebook is probably pretty small, so we were certainly getting them," Madison said.

Compared with many other forms of advertising, Facebook is pennies on the dollar. Facebook has 845 million users and about $4 billion in sales - that's just $5 average revenue per user per year.

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