Newsfeed, Sidebar, Audience Network, In-app placements...
I swear Facebook has 15 ways to run your new patient ads.
I know cuz I've tried them all.
I found that only a couple of ways actually work. The rest just leak money away from your budget into a black hole that apparently leads to Mark Zuckerberg's back pocket.
Let me save you some trouble and just tell you which ones you want to focus on.