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Mastering Facebook Ads: Supercharge Your Social Strategy

Published on: November 20 2023 by Cardinal Digital Marketing

Mastering Facebook Ads: Supercharge Your Social Strategy

Table of Contents

  1. Introduction
  2. The Importance of Organic Social
    • Building Brand Loyalty
    • Community Engagement
    • Nurturing Bought-In Users
  3. The Power of Paid Social
    • Attracting New Customers
    • Driving Conversions
    • Using Brand Awareness Campaigns
    • Targeting Engaged Users
  4. The Relationship between Organic and Paid
    • Repurposing Organic Posts for Paid Promotions
    • Maximizing Reach and Engagement
  5. The Role of Organic in Establishing Brand Image
  6. The Limitations of Organic Social
    • Not a Lead Generation Driver
    • Focusing on the Foundation
  7. The Strategy behind Boosting Posts
    • Utilizing Top Organic Posts for Paid Promotions
  8. Balancing Organic and Paid for Small Businesses
  9. The Funnel System in Paid Social Advertising
    • Nurturing Users throughout their Journey
    • Pre-qualifying Users for Conversion Campaigns
  10. The Art of Brand Awareness in Facebook Advertising
    • The Importance of Creative
    • Targeting Engaged Users
  11. The Difference between Facebook and Google Advertising
    • Embracing a Different Mindset

Organic vs. Paid Social: Finding the Balance in Healthcare Marketing

In today's digital age, social media has become an essential tool for healthcare marketing. It allows medical practices and healthcare organizations to connect with their target audience, build brand awareness, and attract new patients. However, when it comes to social media marketing, there is often a debate about the effectiveness of organic social versus paid social strategies. In this article, we will explore the importance of both organic and paid social media in healthcare marketing and provide insights on finding the right balance between the two.

The Importance of Organic Social

Organic social media refers to the unpaid content that healthcare organizations post on their social media channels. While it may not directly drive immediate conversions or lead generation, organic social plays a crucial role in building brand loyalty and community engagement.

Building Brand Loyalty

For larger healthcare brands, having a solid organic social strategy is important in order to be a part of the community and build a loyal customer base. By consistently sharing valuable and relevant content, healthcare organizations can establish themselves as trusted authorities in the industry. This helps in creating a positive brand image and encourages patients to choose their services over competitors.

Community Engagement

Organic social media also provides an avenue for engaging with existing customers and nurturing their relationship with the brand. By actively interacting with followers, responding to comments and messages, and sharing user-generated content, healthcare organizations can foster a sense of belonging and loyalty among their audience. This engagement can lead to increased patient retention and advocacy.

Nurturing Bought-In Users

Moreover, organic social can be used to nurture already bought-in users who are familiar with the brand. By analyzing the performance of top-performing organic posts, healthcare organizations can repurpose them into paid promotions, reaching a more engaged audience. This maximizes the impact of both organic and paid strategies, driving conversions and increasing brand visibility.

The Power of Paid Social

While organic social is important for building brand loyalty and community engagement, paid social is key in attracting new customers and driving conversions on the bottom line.

Attracting New Customers

In healthcare marketing, small businesses and practices that are looking to attract new customers can greatly benefit from paid social advertising. By leveraging paid ads, such as brand awareness campaigns, healthcare organizations can reach a much larger audience compared to organic posts. Paid social provides the opportunity to target specific demographics, interests, and behaviors, ensuring the message reaches those who are most likely to convert into patients.

Driving Conversions

Where organic social falls short in terms of generating lead volume, paid social excels in driving conversions and increasing the bottom line. By utilizing brand awareness campaigns with engaging video creatives, healthcare organizations can capture the attention of potential customers who are already familiar with their brand. These engaged users are more likely to convert into paying patients, resulting in a higher return on investment.

Using Brand Awareness Campaigns

Brand awareness campaigns are a powerful tool in paid social advertising. By targeting users who have watched a certain percentage of the brand's videos, healthcare organizations can pre-qualify their audience and tailor their messaging accordingly. This enables better conversion rates and ensures that the right message is reaching the right person at the right stage of their journey.

Targeting Engaged Users

Paid social advertising also allows healthcare organizations to target users who have engaged with their organic content. By utilizing a funnel system and retargeting those who have watched a significant portion of their videos, healthcare marketers can create a seamless user journey that leads to higher conversion rates.

The Relationship between Organic and Paid

Organic and paid social media strategies should not be viewed as separate entities but rather as complementary approaches working together to achieve overall marketing objectives.

Repurposing Organic Posts for Paid Promotions

One way to maximize the impact of both organic and paid strategies is by repurposing successful organic posts for paid promotions. By reusing top-performing content in paid ads, healthcare organizations can take advantage of already engaging ad units and broaden their reach to new audiences. This approach minimizes creative production time and capitalizes on what has already proven to resonate with the target audience.

Maximizing Reach and Engagement

While paid social is essential for driving conversions and attracting new customers, organic social plays a vital role in establishing brand image and engaging with existing customers. A well-rounded social media strategy should find the right balance between the two, ensuring that the brand is visible, trusted, and actively connects with its target audience.

In conclusion, both organic and paid social media strategies are important in healthcare marketing. While organic social builds brand loyalty and nurtures existing customers, paid social drives conversions and attracts new customers. Finding the right balance between organic and paid social is crucial for healthcare organizations to effectively reach their target audience, increase brand visibility, and ultimately grow their patient base.

In the fast-paced digital world, healthcare marketers must adapt their strategies to leverage the power of both organic and paid social media, embracing the unique benefits each approach offers. By doing so, they can accelerate growth, engage with their target audience, and ultimately achieve success in their healthcare marketing efforts.


  • Organic social media is essential for building brand loyalty and community engagement in healthcare marketing.
  • Paid social advertising is crucial in attracting new customers, driving conversions, and increasing the bottom line.
  • Repurposing successful organic posts for paid promotions maximizes reach and engagement.
  • Finding the right balance between organic and paid social media strategies is key for healthcare organizations.


Q: Why is organic social media important in healthcare marketing? A: Organic social media allows healthcare organizations to build brand loyalty, engage with their audience, and nurture existing customers.

Q: How does paid social media drive conversions in healthcare marketing? A: Paid social media advertising enables targeted campaigns to attract new customers, increase conversions, and generate a higher return on investment.

Q: Can organic posts be repurposed for paid promotions? A: Yes, successful organic posts can be repurposed in paid advertising campaigns to broaden reach and engage new audiences effectively.

Q: What is the ideal balance between organic and paid social media in healthcare marketing? A: A well-rounded strategy finds the right balance between organic and paid social, leveraging the advantages of both to increase brand visibility and attract new patients.

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