The undeniable value of LinkedIn messaging and document ads for healthcare marketing

Healthcare companies are facing a unique challenge when it comes to converting leads; building trust in an age of distrust. In the ongoing battle for reliable, transparent healthcare services in the United States, it is becoming paramount for healthcare companies to build trust with their audience before they even think about converting. 

LinkedIn is one of the most prolific tools used by healthcare professionals and organizations alike. With over 8 million healthcare professionals gracing the platform, LinkedIn provides valuable healthcare marketing tools and opportunities for healthcare organizations to get in front of the right audience, including messaging and document ads.

The basics of LinkedIn message ads and document ads

While two distinct forms of advertising, LinkedIn Message ads and LinkedIn Document ads both deliver personalized outreach and complement each other. Messaging or InMail ads are personalized messages delivered to a user’s LinkedIn inbox based on a predetermined set of parameters, including organization, job title, location, etc. They are used to create a person-to-person feel that can help build traction with targeted audiences and deliver a clear ask. The messages are only delivered when the user is online, which generally results in higher engagement and click-through results, but it is also dependent on the specific messaging. 

LinkedIn Document ads, on the other hand, are displayed directly in the feed and focus on delivering relevant content, such as whitepapers, case studies, or product or services guides. The content can be gated with a lead generation form, ensuring people enter their information before they get access to the entire document, or it can be free to download to build more general brand awareness. 

Why these ad types drive value in healthcare marketing

Essentially, it is becoming more and more difficult to distinguish one healthcare brand from another, especially on social media. LinkedIn InMail ads and Document ads help brands stand out by delivering personalized, targeted messaging and content, which helps to build trust, credibility, and authenticity in a highly regulated and saturated marketplace. 

According to LinkedIn, there has been a 41% rise in health-related conversations since last year, which is huge, considering the wide variety of conversations taking place on LinkedIn daily. And, Document ads are outpacing single image ads and driving 7x the engagement. It just goes to show you how exploring new ad formats in a health-driven space can have great potential! 

How to get started with LinkedIn InMail and Document Ads

1. First, outline the campaign goals. Is the campaign going to drive brand awareness or capture leads for a particular service or product? It’s important to pick just one goal for each campaign to correctly measure its effectiveness and make adjustments. 
2. Create a LinkedIn Campaign Manager account to start advertising and get access to audience targeting, support, and ad creation tools. Healthcare brands have the option to target user roles like healthcare administrators, clinical directors, and beyond, making it very easy to connect with the right audience. 
3. Craft compelling content for both messaging and documents. The key to compelling content is to clearly understand your audience and their pain points, and then deliver the solution! At this stage, we are all well versed on viewing and clicking on ads, think about what resonates with you and apply those learnings. 
4. Pick a well-regarded account to send the InMail messages from, and make them as personal as possible. Build real connections at scale by being genuine and authentic in the messaging.
5. Perform tests to see what really works. In advertising, it’s easy to make assumptions about what will work, use tests to prove or disprove those assumptions and find the content that resonates. 
6. Monitor and adjust the campaigns. Set a timeframe and carefully review the relevant metrics and use them to drive data-based changes in content and how the ads are delivered. 

If doing all of this yourself sounds daunting, you’re in luck. MDG Solutions is a top-rated, expert healthcare marketing agency with years of experience running large-scale campaigns and delivering results that get noticed. So, don’t hesitate to reach out!