FaceBook Healthcare-Related Ads (October 2010)

Here are some of the healthcare-related ads that were targeted to my personal profile on FaceBook during the month of October 2010.  Previous posts on FaceBook healthcare-related ads that targeted my FaceBook profile can be found here, here, here, here, here, here, here and here.

So far, I have not been commenting on any of the ads.  Starting as of now, I will select one ad to comment on per post.  I am just one person, and my opinion on these ads is my own.  Others may have a similar or different opinion based on their experience and their personal preferences.  Therefore, I encourage you to add your feedback on this particular ad as well, whether you like it or not.

My commentary on the “Do you have MS” ad by PatientsLikeMe.com :

What I like about this ad:

  • The title clearly identifies who should be interested in seeing this ad.  People who see the ad will know right from the start whether they should read further or not.
  • The website is identified in writing.  In this situation, the website address is the brand name.  Therefore it is beneficial to spell it out as part of the text of the ad, rather than just linking to the site.  Whether people click on the link or not, they are exposed to the website / brand name.
  • There is a clear call-to-action to join the community at no charge.
  • The value of joining the community is well established in the text;  sharing one’s experience with over 15,000 other people who are ‘like me’.

What I don’t like about this ad:

  • The visual used for this ad does not convey a wordless message that would be understood right away by the audience that they are trying to reach. By this, I mean that if all text were to be removed, the image would probably not draw the attention of their target audience, somebody with MS who is not a member of PatientsLikeMe.com.  However, I believe that the image may have meaning to target audience members after they read the title and accompanying text.

Was the ad successful?  Did the PatientsLikeMe.com MS community grow its member base?

Oftentimes, it is difficult to answer this question unless somebody who is part of the organization is willing to provide you with the data.  But in this case, we have a soft measure to share.  It appears as though the PatientsLikeMe.com MS community has grown as the ad stated that there were over 15,000 members in the MS community on PatientsLikeMe.com, whereas the website now states that their MS community consists of over 22,000 members, 579 of which are new members as of this month.  I say this is a ‘soft’ measure because the data on the ad is not realtime.  It appears as though the data on the website is real-time, but unfortunately I do not have access to the number of members of this community prior to the implementation of the FaceBook ad.  Of course, there are probably many other drivers for this growth in member base.

FaceBook advertising update: Have you noticed that you are now seeing 4 FaceBook ads on the right hand side of your profile instead of only 3?  This is a smart move on behalf of FaceBook.  This should encourage more people and organizations to advertise on FaceBook as they now have a greater chance to appear on the main real estate portion of the FaceBook ad – the Profile page.  I don’t have stats on this, but I highly doubt that many people click on the “More ads” button at the bottom of the ads that appear on their Profile page … unless they are geeks like me 🙂 .

This post is by no means an endorsement of any of the products or services depicted in the ads.  The ads were not scrutinized to determine whether they fit within the Canadian regulatory guidelines.

I want to hear from you.  What do you like or dislike about these ads?  Do you have any personal experience with FaceBook healthcare ads that you would like to share?

Stay in touch,
Natalie

Connect with me on the following networks:
FaceBook, Twitter, LinkedIn

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3 Responses

  1. 4 ads is horrible for actual advertisers. More advertisements gives users more things to click on. It will increase the impressions we get, while decreasing our overall CTR and dragging up CPC bids.

    More costly for CPM ads. More costly for CPC ads. Who wins? Facebook. Everyone else loses.

    • Thanks for your feedback about the new 4 ads listed on a profile page. I agree that it is worse for the advertisers. There is more clutter and more noise to compete against. I had not considered the impact on cost per CPM or CPC, thanks for providing your insights on this.

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