While internal marketing (patient referrals) is the most cost-effective way to build your practice, social media is becoming more important, particularly for younger doctors. And Facebook, owned by the newly renamed Meta technology company, is one of the most powerful social media advertising platforms available.

Forget the baby pics and meme sharing, the bottom line for Meta is the billions of pieces of information that people freely share about themselves daily on social media, which are then itemized and anonymized. Essentially, you become “the product,” as your likes and favorites are converted to data points. These countless data points create a targeted marketing system that can deliver ads, for example, to a man between ages 30-65 years