Facebook, Instagram & TikTok
Digital marketing that works as a connected system
Paid social campaigns built for MSK clinics, and the follow-up that turns the leads into booked patients. Buy the advertising on its own and you own the gap that comes after it.
Clinic Evo's own Meta ad account: eight campaigns, £68,539 spent, 9.3 million impressions.
Why paid social goes wrong
You have probably tried this before, and it cost you.
Almost every clinic owner has run a boosted post or a month of Facebook ads, watched the money leave and the diary stay the same, and quietly decided it does not work for clinics. It does. It just rarely works the way it is usually attempted.
A campaign is not one decision. It is eight, and they all have to be right at the same time. Get seven right and the eighth still spends your budget on the wrong people.
- 01
The objective
Leads, messages or bookings. Choose wrong and the platform optimises for the wrong people.
- 02
The offer
What the patient actually gets for clicking. A clinic name is not an offer.
- 03
The audience
Condition, age, radius. Broad targeting spends your budget on people who will never attend.
- 04
The platform
Where your patients already are, which is rarely all three at once.
- 05
The creative
Video or stills, and whether it looks like the platform or like an advert.
- 06
The messaging
The words that make someone in pain stop scrolling and believe you can help.
- 07
The landing experience
Where the click goes, and how much work it takes to book from there.
- 08
What happens next
Who replies to the lead, how fast, and how many times before they give up.
Every platform's algorithm rewards something specific. We build for that. Nothing here is worked out on your budget.
Three different platforms
Facebook, Instagram and TikTok are not the same channel
Different audiences, different formats, different algorithms and different offers. The same campaign copied across all three is the fastest way to waste a budget on two of them.
- Facebook
Where most local patients over 40 still spend their time
The strongest platform for tight local radius targeting and in-feed lead forms. Longer copy works here, and a specific offer beats brand awareness every time.
- Instagram
A younger, more visual audience who judge on what they see
Treatment, team and results carry the message. Reels and stories reach further than static posts, and the clinic that looks like somewhere you would go wins the click.
- TikTok
The youngest audience, and the one least tolerant of advertising
The ad has to look like content or it is scrolled past in half a second. Ten rough cuts will out-perform one polished film, which changes how the whole campaign is built.
Real campaigns, running now
One campaign per condition
Search captures people already looking for treatment. Paid social reaches the ones who have not started looking yet but match your patient exactly: the right age, the right condition, the right few miles of road.
Both of the ads here are live for Bodyfunction Clinic in Islington. Neither uses stock photography, because the practitioners a patient will actually meet, and a recommendation from someone nearby, carry more weight locally than anything bought from a library.
A video campaign for patients aged 55 and over about arthritis, exactly as it appears in the feed.
What happens after the click
Every social ad Clinic Evo builds is connected to the same system. The click lands on a page designed to convert, the enquiry gets an automatic reply within minutes, and the outcome is tracked through to a booked appointment. An agency that hands you the creative and stops has done the part that was never the problem.
The spend behind the strategy
£68,539spent through Clinic Evo's own Meta ad account, across eight campaigns
9.3 million impressions and more than sixteen thousand leads, at a cost per lead running from £3.31 on the campaigns that worked to £14.03 on the ones that needed rebuilding. Learning which ads work costs real money. It has already been spent, and not by a clinic.
Clinic Evo Meta Ads Manager, account totals
Where the lead goes
The advert is the first five seconds of the job
Buying advertising on its own hands you a lead and leaves you the rest. This is the part that decides whether it becomes a patient. It is also the part you are left holding when the invoice says “campaign management”.
The advert
One condition, one audience, one offer, cut native to the platform it runs on.
The lead
A form or a message from someone who has just put their hand up.
Replies within minutes, day or night, and holds the enquiry on a board until it is booked or closed.
The follow-up
Chased until they book or say no. Most enquiries take more than one contact.
The booking
Into the diary, tracked back to the campaign that paid for it.
The middle of that chain is Patient Pulse, and it is the part almost nobody else includes.
Discipline-specific
For osteopaths, physios and chiropractors
Each MSK discipline has different patient decision-making patterns, different search behaviour, different regulatory requirements and different competitive landscapes. Clinic Evo builds for those differences, not a generic healthcare template applied to every clinic.
FAQ
Digital marketing for clinics FAQs
Usually one part of the campaign was wrong, and there is no way to tell which from inside your own account. A campaign depends on the objective, the offer, the audience, the platform, the creative, the messaging, the landing page and what happens after the lead arrives. Clinic Evo has already spent years and a substantial budget finding out which combinations work for clinics, so your budget is not the one paying for that education. Just as importantly, the follow-up is part of the service, so somebody is chasing every lead while it is still warm.
It depends on who you treat. Facebook still reaches most local patients over 40 and has the strongest local targeting. Instagram suits clinics whose treatment, team or results are visual. TikTok reaches the youngest audience and needs native-looking video; polished adverts get skipped. Most clinics start on one platform, prove it, then extend. Running all three from day one usually just spreads the budget too thin to learn anything.
Enough for the platform to gather data on who responds, which means a consistent daily budget held steady over several weeks. A large one-off push teaches it nothing. The right number depends on your treatment prices, your capacity and how competitive your area is, so we set it with you during the audit. A figure that suits every clinic does not exist.
For an MSK clinic it usually combines SEO, Google Ads, paid social, website design, immediate enquiry follow-up, inbound and outbound call handling that books patients into the diary, and patient reactivation. Clinic Evo coordinates these as one system, so the handoffs between them are somebody's job.
The gaps between suppliers are where patients get lost: the enquiry that arrives after hours and never gets a reply, or the caller who reaches voicemail. When traffic, follow-up, calls and retention are run by one team, every handoff is covered and nothing falls through.
No. Clinic Evo can start with the weakest part of the chain, then connect the others over time. The plan is built around where the biggest gains are for your clinic now, rather than a fixed package.
Yes. Clinic Evo works exclusively with MSK clinics. Each discipline has different patient decision-making, search behaviour and competition, so the marketing is built for those differences. A generic healthcare template misses all three.
Every channel is tied back to booked appointments, not vanity metrics. You see how traffic becomes enquiries, how enquiries become bookings, and how patients are retained, so spend stays connected to revenue.
Take the first step
See the whole system working for your clinic
Get a free clinic audit. We review every part of your current digital presence and show you honestly where the growth is, and what a connected system would do differently.