The best social media marketing strategy includes not only the right tactics but also the right mindset. These are some tips that can help practices successful. By following these strategies and principles, you can focus on what matters to make your practice successful.
1. Don't get stuck on followers
Nowadays, social platform algorithms have limited how much brand content that users see in the feed. This means, even if you had a millions of followers, only a handful would be able to see your post.
Therefore, your social media marketing objectives need to be shift. Instead of focusing on followers, medical practices should see social media as accomplishing the two primary objectives:
- The first and foremost objective that medical practices should have for social media marketing should be educating and engaging with potential patients. Start by understanding key questions that patients want to be answered, which will generally take the form of content about conditions, treatments and FAQ (frequently asked questions)
- The second objective is building the reputation of your practice, physicians and staff. This is essentially a byproduct of doing a great job of education and engagement. Your social content should embody the same things that build trust with patients: establishing your authority and expertise, expressing empathy, and quick-response interaction with patients.
2. Use video
Social media is a game of attention. According to Facebook the average time spent looking at a post in the feed on mobile is 1.7 seconds. This is because people scroll quickly through social feeds and stop only for content that catches their eyes.
Video is one of the best ways to get people stop scrolling and consider your content. It's also better than static images at doing something that is extremely important for healthcare providers: creating empathy. Video can build trust like no other tactic and can tap into the emotions that drive decision. A great video, for example, can show that your practice understand patients' fear and that you provide education helping ease those concerns.
3. Build a strategy you can execute
One of the easiest ways to begin your content strategy is to start with a handful of content pillars or themes that you can consistently create content about. For example, most medical practices might have the following content pillars:
- Conditions: Conditions patients are actively researching.
- Treatments: Treatments you provide to resolve those conditions.
- Philosophy: Your unique point of view on patient care.
4. Focus on doing one platform well
Many medical practices try to overextend themselves and try to post on too many channels. This makes it harder to build the discipline to consistently post new content.
You should figure out which platform is most relevant to the patients that you are targeting and start by doing that one very well. For example, if you run an orthopedic practice that primarily sees older patients, start with Facebook. Because you are likely to reach older people on Facebook. If you run an aesthetic practice that's targeting people in their 20s and 30s for lip injections, you might want to start with a more visual platform like Instagram.
Once you feel like you have gotten into a consistent schedule and are seeing some engagement, expand into a new channel. But give it some time — consistency is what builds results.
5. Invest in paid advertising
Social media has become "pay to play" on most social platforms. You need to dedicate at least a small budget toward targeted paid social advertising. With a small paid advertising budget, you can ensure that your content reaches the right potential patients. Unlike organic posts, which have no targeting at all, paid advertising allows you to target things like the specific age, interests and behaviors that signal someone might be seeking treatment, as well as being a good fit for your practice.
6. Measure everything, but understand the role of social
Including trackable links on your social profile pages, as well as in the content you post.
But perhaps the most important tracking principle is how you measure the impact of social. It's fundamentally different than other marketing channels you might be using (such as physician referral programs). You should be measuring your paid ads based on outcomes like phone calls and office visits, but remember that your objectives also include patient education and brand reputation. These are almost impossible to measure but are invaluable to the growth of your practice.
By: VSHR Digital Media
Source: Forbes, May 2021