Panorama 2025: why Meta Ads for cardiologists remains key
Facebook and Instagram hold the largest inventory of 35+ audiences, a segment where the incidence of cardiovascular disease is growing. With Lead Ads, Reels and Conversions API functionalities, Meta offers an ideal environment to engage, nurture and reactivate cardiology patients with competitive CPL even when Google Ads goes up in price.
1 Definition of objectives and KPIs
| Business objective | Campaign objective Goal | Primary KPI | Initial goal |
|---|---|---|---|
| Face-to-face consultations | Leads (forms) | CPL | ≤ $180 MXN |
| Teleconsultations | Conversions (click → WhatsApp) | Click to Chat rate | ≥ 6 % |
| Prevention & check-ups | Traffic + Video views | Cost per ThruPlay | ≤ $0.25 USD |
| Patient retention | Engagement & Remarketing | Reopening ratio | 15 % old leads |
North Star Metric global: cardiology appointments scheduled from Meta.
2 Account architecture and funnel
2.1 Campaign structure
| Level | Example | Suggested budget |
|---|---|---|
| TOF (Awareness) Campaign | Video "Cardiac check-up". | 30 % |
| MOF Campaign (Consideration) | Lead Ads "24 h evaluation | 40 % |
| BOF Campaign (Conversion) | Clicks to WhatsApp retargeting | 20 % |
| Retention Campaign | Patient engagement | 10 % |
2.2 Hearings
- Core
- Age 35-65, sex M/F, radius 30 km clinic.
- Interests: hypertension, cholesterol, heart disease awareness.
- Lookalike 1 %
- Source: patients treated > 180 days (uploaded in encrypted CSV).
- Retargeting
- Visitors landing cardiology 30 days.
- Video viewers 75 % 14 days.
- Exclusion
- Recent leads 60 days (avoid saturation).
3 Creatives and formats that convert
| Format | Target | Best practices 2025 |
|---|---|---|
| Vertical reel 15 s | Awareness | Visual hooks: ECG animation + large text "Chest pain?" |
| Lead Ad image | Capture | Real medical photo, copy: "Cardiac check-up in 24 h. Leave your details." |
| Carousel | Consideration | Cards: 1) ECG, 2) 3D Echocardiogram, 3) Rehabilitation - each with CTA "See more". |
| Click-to-WhatsApp | BOF | Image patient + physician, dynamic text replacing {city} |
Copy guidelines: benefit + time + credential. Ex:
"Certified cardiology consultation in Guadalajara. Schedule today and take care of your heart."
4 Technical configuration and tracking
- Conversion API (CAPI) connected via GTM server-side to not depend on cookies.
- Main events
Lead= submit form Lead AdContact= click WhatsApp buttonSchedule= appointment registered in CRM (offline conversion upload every 24 h).
- Conversion value allocated ($1 000 MXN) to activate tROAS in the optimization phase.
5 Automated flows and CRM
5.1 Lead Ads → CRM Synchronization
- Direct API or zap (Zapier/Make) → HubSpot.
- Fields: name, phone, email, source=Meta, campaign_id.
- Automatic task to receptionist: call < 2 h.
5.2 Nurturing sequence
- Email 0 h: confirmation + symptom checklist.
- WhatsApp 1 d: schedule reminder.
- Email 3 d: post-infarction success story.
- WhatsApp 5 d: ethical urgency "Only 5 spaces this week".
Expected conversion Lead → Appointment ≥ 35 %.
6 Medical Policy Goal (2025)
- No absolute claims ("cure", "guaranteed"): use "reduce risk", "safe option".
- Images without bleeding or organs.
- Sensitive targeting: do not segment specific explicit health conditions; use broad interests.
- If promoting drugs/devices: requires Meta pre-approval and link to COFEPRIS/FDA certificate.
7 Optimization and experimentation
| Frequency | Action | Tool |
|---|---|---|
| Diary | Pause assemblies with CPL > target +20 % | Ads Manager rules |
| Weekly | Analyze lead profiles (age, creative) | Pivot in Looker Studio |
| Fortnightly | A/B test main copy (benefit vs. urgency) | Experiments |
| Monthly | Adjust budget to campaigns with ROAS > 200 % | Manual or Advantage+ Budget |
Gradually escalate: +15 % budget every 48 h if CPL stable.
8 KPIs and dashboard
| KPI | Goal | Source |
|---|---|---|
| CPL cardiology | ≤ $180 MXN | Meta Ads + CRM |
| CTR Reels | ≥ 1.2 % | Ads Manager |
| Lead Ad form rate | ≥ 8 % | Meta Insights |
| Appointments per 100 leads | ≥ 35 | CRM |
| ROAS | ≥ 250 % | Looker Studio (Ads cost vs revenue) |
Alerts: Slack if daily CPL > target +15 % or leads < 5 per day.
9 60-day roadmap
| Week | Deliverable | Responsible |
|---|---|---|
| 1 | Keyword/interest research + outline campaigns | Torres Creative |
| 2 | Creative production (Reel, images, copy) | Creative + Copy |
| 3 | CAPI + Lead Ads sync configuration | Dev + CRM |
| 4 | Launch phase A/B test (two hearings) | Paid Media |
| 5-6 | Optimization, overlap exclusions | Paid Media |
| 7 | Scaling 20 % budget better assemblies | Paid Media |
| 8 | Executive report + Q2 plan | Marketing + Management |
Next step
Gather creative team and technology to record the main Reel and set up the Conversions API. Follow this plan to Meta Ads for cardiologists and you will get a stable flow of qualified leads, controlled CPL and consistent cardiology appointments throughout 2025.
