While Facebook instant form for dentist has been around for a few years, it's been safe to say most did not like it. In the early days you basically could capture name, email, phone, etc. These were field auto generated from the data Facebook had on an individual. This lead to not great results when it came to lead generation.
A lead would come in to the dental practice and the front desk would call to schedule an appointment, only to be met with "I didn't fill out a form on Facebook, why are you calling me?" So most practices gave up on Facebook instant form for dentist saying that it didn't generate good results, which it didn't several years ago. However with the dawn of the past few years and more people leaning into filling out forms and chats rather than calling, Facebook revised instant form.
Changes to Facebook Instant Form
For starters Facebook made the form look more like a form. There are graphics you provide to make it stand out and an area to add information about your business and what you're trying to do with the form such as setup an appointment. Other features include having more than basic information to fill out that instantly filled in by Facebook. Meaning you can have a drop down with choices such as questions on financing or getting a filling done. You can now also have the user confirm the information before submitting. This helps tremendously as the form isn't just auto sent but needs consent by the user to even send in the information. By having the user review their answers they can also fix things like the email address that is used for Facebook but never checked, they can change that to something they look at regularly.
How We Would Set it Up
Certainly filling out everything is a must. Choose Higher Intent as your objective to ensure quality submissions, this also forces the users to confirm their answers prior to submission. Add a logo, add a image for the top. As far as description you can play with paragraphs versus bullet points. If you are going to use bullet points though put the top 2 points at the top, Those get seen prior to the read more button coming into play.
Concerning the questions outside of Name, Email, Phone we'd really think about what you would ask a new patient. Perhaps a drop down with options such as:
Billing Questions
Insurance Questions
Service Questions
Schedule an Appointment
We would also put in a text box asking when their last cleaning was or how many fillings or crowns they have. You can take this opportunity to ask questions that you know you're going to ask anyways in the initial consultation and get ahead of the game. Also since we are asking more than basic questions, if someone is actually answering them the user will more likely become a patient. Try to keep the questions to around 3-5 so that they do get answered and you don't scare everyone away with a long questionnaire.
Follow Up
Once a user fills out the form it is saved as a lead and can be downloaded as a CSV from your Ad Account. This is the simplest/hardest way to keep track of your leads. It's the simplest because it requires no additional work after initial setup, but the hardest since you have to manually go in to retrieve the leads without any notification that you got a new lead. There are solutions to fix this though. Our recommendation would be to utilize HubSpot. Facebook has a native integration to HubSpot so with a few clicks you can have your leads going directly into your HubSpot CRM and contact the user immediately to answer the questions they have
We hope this information was helpful in using Facebook instant form for dentist and that this is another arrow in your quiver of digital marketing to gain new patients. If you have any questions on Facebook instant forms or just Meta ads in general please don't hesitate to reach out and we'll be happy to answer any questions you might have.
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