Pinson & Tang: Promoting Credentialed Webinars Through Compliance-Focused Facebook Ads

Written By Shelby Slavik

The Challenge

Pinson & Tang regularly hosts educational webinars for healthcare professionals covering compliance, regulatory updates and risk management topics. Many of these webinars offered CDI CEUs, making accuracy and professional credibility critical—especially when promoting them on a consumer-facing platform like Facebook.

The challenge was to create paid social ad copy that:

  • Clearly communicated CEU eligibility and educational value

  • Maintained legal and healthcare compliance standards

  • Drove registrations without sounding promotional or misleading

  • Fit within Facebook’s ad character limits and policies

The Strategy

I wrote Facebook ad copy designed to balance clarity, trust and action—prioritizing what busy professionals need to know quickly while respecting regulatory boundaries.

Key strategic considerations included:

  • CEU-forward messaging
    Made CDI CEU availability clear early in the ad copy to immediately signal professional value, while avoiding exaggerated claims or guarantees.

  • Audience-appropriate tone
    Wrote in a straightforward, informative voice tailored to healthcare professionals—not general consumers—despite the platform’s casual nature.

  • Compliance-aware language
    Avoided definitive outcomes, promises or fear-based messaging, ensuring ad copy aligned with legal and ethical standards.

  • Action-oriented clarity
    Focused on concise calls to action such as “Register,” “Reserve your spot” or “Learn more,” paired with essential logistics (date, topic, credential type).

The Execution

For each webinar campaign, I developed multiple Facebook ad variations to support testing and platform optimization, including:

  • Primary text options emphasizing topic relevance or CEU value

  • Headline variations optimized for clarity and credibility

  • Short-form descriptions aligned with Meta ad guidelines

All ads were written to be modular and adaptable, allowing the marketing team to test different messages while maintaining consistency and accuracy.

The Outcome

While I was not responsible for performance reporting or analytics, the campaigns delivered:

  • Clear, professional webinar messaging suited for a regulated audience

  • Consistent CEU communication across paid social channels

  • A repeatable framework for promoting educational healthcare content on Facebook

These ads supported ongoing webinar registration efforts while reinforcing Pinson & Tang’s position as a trusted authority in healthcare compliance education.

Why This Matters

In regulated industries, effective advertising isn’t just about clicks—it’s about responsible messaging. This project demonstrates my ability to write compliant, credential-driven ad copy for paid social platforms, even when operating within strict legal and ethical boundaries.

Shelby Slavik
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