How to Use Social Ads to Precisely Target Your Audience

Workdom Marketing
3 min readJan 20, 2023

If you’re in the healthtech industry, you already know how much of a challenge it can be to reach your target audience and spread the word about what you have to offer. But what if your product isn’t designed to reach patients and doctors, but rather very specific professionals in certain fields? Can you still use social media ads?

As it turns out, you can. Social media isn’t just for targeting a broad audience, as one healthtech company learned.

Meet MedShr.

Unlike other healthtech companies that often want to recruit patients into their system and use a variety of advertising strategies to make that happen, MedShr had a more unique conundrum on its hands.

You see, MedShr targets specific medical professionals in different fields and specialties and invites them to share their knowledge, studies, research and other information among each other to help provide better patient care — but patients themselves are not involved in the site, nor is it targeted to them.

MedShr’s Social Media Strategy

MedShr needed doctors and specialists to form part of its user base and to remain active: growing their network while professionals from different medical disciplines grew theirs. A traditional social media campaign wouldn’t have gotten them much in the way of sign ups, as doctors and specialists are rarely sitting at a laptop scrolling through Facebook or Instagram.

The strategy? Facebook mobile ads. Through a combination of FbStart, the secure Facebook login and ads on Facebook’s app, the company was able to see a 50% month over month user retention, as well as 7,000 app installs within the first 30 days. Facebook even profiled MedShr on their website as a successful use case for their mobile platform.

As a result of their social media strategy, they were able to reach over 2 million verified doctors, healthcare professionals and medical students. Now, medical professionals have a secure, organized way to discuss cases, share knowledge and collaborate among trusted professionals.

What You Can Learn from MedShr’s Social Media Strategy

The ability to tailor ads with high levels of precision ensured that MedShr wasn’t just sending out broad, blanket ads to everyone. By not only tailoring the ads themselves, but the device they appeared on, as well as specific features from the platform, the company was able to grow to millions of users.

This is precisely why any good social media strategy deserves to be thought out not just from an ad copy and creative standpoint, but also in terms of the device, specific targeting, and in-line features that make it easier for the target audience to take action. If you’re ready to put social media content strategy and marketing to work for you, get in touch with the experts at Workdom today and let’s work together to turn your healthtech product or SaaS into a precisely targeted, agile and innovative option that encourages prospects to eagerly sign up and learn more. Contact us todayAudience Targeting, social media, social media marketing, marketing strategies, Health tech to learn how.



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