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Healthcare: Why Facebook Often Rejects Your Ads

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If you’re trying to post ads on Facebook, but they’re often rejected, it’s incredibly frustrating. This social media outlet has strict policies for ads, and compliance is monitored closely. Luckily, it’s possible to adapt your ads to comply with their policies — fairly easily — so you can reach your ideal patients. 

Facebook Ads Policies 101

Your goal is to capture potential patients’ attention as they’re scrolling through their newsfeed. You want them to click and read more. Facebook has that same goal, wanting people to stay on their platform as long as possible. They want you to connect with your prospects. 

However, Facebook’s algorithms are designed to protect users while also creating and expanding opportunities for advertisers.

If you’re in a sensitive field like healthcare, including dentistry, your ad copy must speak to your ideal client, making them feel good as they scroll through their news feed. 

However, Facebook doesn’t want you to point out their negative attributes (like obesity or bad teeth). The platform doesn’t want ads to portray moneymaking opportunities that take advantage of these negative traits — even though your goal is to provide solutions.

You can’t start an advert with “Do you have crooked teeth?” or “Embarrassed by your lost tooth?” That approach will be rejected by Facebook. 

To avoid these rejections, you simply need to re-frame your advert text. A few tips:

#1: Start with a “qualifier”

In the opening lines of your ad copy, speak to your ideal customer directly — so they will know “that’s me” and find your ad relevant.

Instead of “Are you embarrassed by a lost tooth?” you can say, “Lost tooth! Dental implants might be the best solution. Imagine feeling free to smile, laugh, and eat what you like. That’s the beauty of dental implants.”

This text engages your readers immediately — and prompts them to learn more about your services. This text is just as critical as the image and headline, and is usually followed by a link to the rest of the copy. 

You can ask a question in your opening copy that avoids asking about personal attributes: “Time for a refresh? With cosmetic dentistry, you’ll have a beautiful smile!” — or “Special event coming up? With cosmetic dentistry, you’ll have the smile of your dreams.”

You might also use an “I” statement in your lead sentence. “I know people are afraid of dentists. But mild sedation can really ease dental anxiety.” This helps you quickly connect to readers with similar problems.

#2: Refer to the “pain point”

When you’ve got your readers’ attention, you can start focusing them on their problems and pain points. You’re offering a solution, so it’s important that they connect with the pain and uncomfortable feelings their problem creates. 

The examples in #1 address pain points; you want to show your readers that it‘s time to make a change. You have a solution that could change their lives. 

#3: Help Readers Relate to You

You want your readers to understand that you’ve been in their shoes — or that you’ve helped patients in a similar situation. They’ve had great results from working with you!

#4: Show the solution

You’ve set the stage for people to emotionally connect with your message — that you can transform their lives by solving their problems. In many cases, you’re simply asking them to make an appointment — and asking for their email address, to stay in touch. 

You may provide a free PDF they can download, to learn more about the specific services you provide to solve the problem.

#5: Invite them to take the offer

You invite them to download the freebie PDF. Or call you for a FREE consultation. You also paint a picture of their life when the problem is solved. They will look fabulous at the wedding, smiling beautifully for all the pictures. They can laugh and smile without embarrassment, and enjoy life more than ever before. 

Somnowell Marketing Can Help

If you’ve tried writing Facebook ad copy, and been frustrated by the rejections, our team is ready to jump in and help. Our writers and designers are experts at navigating Facebook’s policies and will create campaigns that attract new patients, new bookings, new revenue.

Let’s discuss, and get started!

Loran Simon

Loran Simon

Loran Simon is the Founder of Somnowell, one of the UK’s leading oral appliances to help to cure snoring and sleep apnea. Over the past 10 years, Somnowell’s growth has been mainly achieved using the digital marketing services of Somnowell Marketing, an agency that Loran Simon also founded and manages. The agency consistently generates thousands of new patient enquiries for Somnowell’s network of dentists.


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