Best way to advertise cosmetic dermatologist on Facebook in the UK?

[Ria_]

I have a client who owns a cosmetic dermatology clinic. Recently he's been trying to work more on his Facebook page, and has been attempting to boost his posts but they keep getting declined for this, that and the other. "No before and after photos", "Ad is sensitive in nature", etc.

Nothing shady, he's a registered doctor and a member of the Royal College of Physicians in London and the Royal College of General Practitioners. Main treatments offered are things like Botox (which I know he can't legally advertise due to strict advertising standards in the UK), dermal fillers, lip fillers, non-surgical lifts. Just general non-surgical prescription-level cosmetic treatments.

I don't have much experience in Facebook advertising, but this line of work seems particularly challenging to advertise on Facebook. Does anyone who has experience in advertising this type of business on Facebook have any general advice on what sorts of posts/ads have worked with them before?

[Ria_]

Thanks for the tip! Definitely need to sit down and have a real brainstorm.

[BlueCorona]

We had a plastic surgeon client who had the exact same issues. What we did is we brainstormed the results. How the person would feel, what the person wanted to accomplish, etc. What we figured out worked best was to appeal to those end results and positive desires without trying to manipulate someone's feelings. For example, you could use the confidence angle, like "Walk into a room with confidence" and whatnot. You'll probably notice that there's always an underlying cause for people to wish to get cosmetic surgery, whether it's health reasons or a personal goal, or self confidence, so use that knowledge to better reach the people who are more likely to use your services. Hope this helps!

[Ria_]

Fantastic resources, thank you so much.

I can understand Facebook's issue with ads that may be perceived as negatively portraying being a certain physical conditions (weight, facial features, complexions, etc). But it just seems a little overkill at times. I'll try your suggestion of a more medical/factual approach rather than promotional, and more "beautiful people" type imagery. If the "beautiful people" goes down better with Facebook, it would be kind of ironic as currently the imagery they're turning down is of real people. Real clients that have volunteered their photos to be used for marketing. Not models.

I foresee a lot of trial and error trying to satisfy Facebook's regulations and get a good CTR.