The same ad, two different accounts
Run identical creative from an account nobody knows and from an account with a year of published explanations behind it, and the second one wins on click-through, on message rate and on how many of those messages turn into appointments. The platform then rewards that performance with cheaper delivery, so the gap widens over time.
This is why clinics that only advertise, and never publish, find their costs creeping up every year while their competitors' fall.
Selling products or courses alongside the clinic?
Shopify is the quickest way to put a store behind your name — try it free.
Test it on your own account
Take one creative and run it for two weeks. Publish consistently for three months. Run the same creative again for two weeks, same budget, same audience. Compare cost per message and cost per attended appointment.
It is the cleanest internal experiment a clinic can run, it costs nothing extra, and it settles the recurring argument about whether content is worth the effort far better than any case study from another market.
What actually creates the effect
Three things, none of which require a large following. Frequency: people have seen your face several times before the ad. Consistency: the same name, photo and clinic everywhere they check. Evidence: reviews and search results that confirm you exist and are current.
That is a checklist, not a campaign, and most of it costs nothing but attention. It is also why fixing your profile and your Google listing before you advertise is not preparation — it is the cheapest performance work available.