Targeted advertising for diagnostic centres: check-ups, night rates and lab promotions.
On Instagram and TikTok people are not looking for an MRI, but they respond to a clear offer: a check-up for women 30+, a night MRI cheaper than daytime, a test panel before a holiday. We run such campaigns by city and branch area and measure results in bookings, not reach.
Targeted ads in diagnostics solve a different task from search ads. Search catches a person with a referral; social ads create demand: they remind people about prevention, sell check-up packages, fill night MRI slots and promote new sample collection points. So the ads do not say "get an MRI" but show a specific package with contents, price and time.
Medical advertising on Meta and TikTok is restricted: you cannot target by medical condition, cannot address users through their health status, and you need a licence and careful wording. We build these restrictions into creatives and audiences from day one so campaigns are not stopped by moderation.
Requests go to WhatsApp or a lead form and into the CRM, the receptionist replies within 15 minutes, and reporting is built on bookings and payments for each campaign.
What social ads for diagnostics include.
Check-up packages by gender and age, night MRI and CT rates, test panels, home collection — with contents and price.
Geography around branches and collection points, gender and age, interest in health and sport — without targeting by diagnosis, which platform rules prohibit.
Videos of equipment and rooms, a doctor explaining preparation, stories with packages and prices; wording checked against medical advertising rules.
A short form with package and branch choice or a WhatsApp link with a ready message; the request goes straight to the CRM.
Separate campaigns for low-utilisation scanner hours with ad scheduling and a night-rate offer.
Campaigns targeting managers and HR on Instagram and Facebook with a company offer and request form.
Visitors to scan and check-up pages who did not book, video viewers — with a reminder and the nearest available time.
Cost per request, booking and attended patient for each campaign from the CRM, not just clicks and reach.
Campaign structure.
- Campaign "Women's check-up": ages 28–55, package contents and price
- Campaign "Men's check-up": ages 35–60, cardio and cancer screening
- Campaign "Night MRI": evening delivery, city, night rate
- Campaign "Tests": pre-holiday panels, vitamins, hormones
- Campaign "Home collection": parents 30–45, elderly relatives
- Campaign "Medical check-ups": managers and HR, Facebook and Instagram
- Retargeting: website, video 50 %+, profile engagers
- Separate ad sets per branch and collection point
- Kazakh-language creatives for Astana, Shymkent and the regions
What is not allowed in social ads for medical services.
- No targeting by medical condition — audiences like "interested in oncology" or "joint diseases" are not available, and platforms block workarounds.
- No addressing users through their health — "does your back hurt?" or "are you afraid of cancer?" is treated by Meta as an assertion of personal attributes and rejected.
- No promised results — "guaranteed early detection" contradicts both platform rules and medical advertising requirements.
- A licence is required — the licence number and legal entity on the website and in the profile, a contraindications warning.
- Care with before/after and images — we do not use real patient scans without consent.
We write creatives with these rules in mind, so campaigns pass moderation the first time or after one revision.
When social ads work better in diagnostics.
In our experience and according to market data, demand for preventive examinations grows after the New Year holidays, at the start of autumn and before summer holidays, while companies most often plan employee check-ups in spring and autumn. In summer and over holidays patient flow drops and scanners stand idle more.
So we allocate the budget unevenly: in peak months — check-up packages and corporate check-ups; in the low season — night rates and lab promotions that fill empty slots. Creatives are prepared in advance so a seasonal campaign does not launch two weeks after the season has started.
What affects the price of social ads.
Social ads management for one centre on one platform in one city — ₸150,000–₸250,000 per month; Instagram and TikTok together, several branches or two languages — ₸250,000–₸400,000. The ad budget is paid separately, at least ₸200,000 per month, in Almaty from ₸250,000–₸400,000. Setup is included in the first month; one-off setup without management is ₸150,000.
Video production of equipment and doctors is estimated separately. General terms are on the targeted advertising page.
The short version.
How much do social ads for a diagnostic centre cost?
Management — ₸150,000–₸250,000 per month for one platform, ₸250,000–₸400,000 for two platforms or several branches. The ad budget is separate, from ₸200,000 per month.
Will social ads work for MRI and CT?
Not as the main channel: MRI patients come on referral and look in search. Social ads work well for check-up packages, night rates, lab panels and home collection.
Why is medical advertising rejected?
Most often because it addresses the user's health status, promises results or lacks a licence. We write creatives in line with Meta and TikTok rules and help prepare the profile.
Can we advertise corporate check-ups?
Yes, via Instagram and Facebook targeting managers and HR by job title and interests, with a separate request form for companies. These requests run in a separate CRM pipeline.
How soon will the first requests come?
Launch within a week after offers and creatives are approved, first requests in the first days. A stable cost per booking emerges after 3–4 weeks of optimisation.
Same service for other industries
Have empty slots or new packages? Describe them — we will propose campaigns and a budget.
Tell us which scans and packages to promote, which cities your branches are in and which scanner hours are underused. We will reply with a campaign plan and budget within 1–2 business days.