Social media is an inexpensive way to connect with your current patients and attract new ones, but it can be overwhelming and time-consuming. You sit down to write a couple of posts, and before you know it, two hours have passed. Still, the impact of social media for doctors can make the hassle worthwhile.
1. Know the Benefits of Using Social Media
Love it or hate it, your practice needs a social media presence. The main benefit of your practice being on social media is that it allows you to connect with your patients outside the office. You can establish yourself as a leader and build patient loyalty. You also have the option to reach out and draw in new patients, whether it's through ads or when your current patients share your posts.
2. Choose a Platform or Two
For the sake of managing your time, it's best to stick with just one or two social media platforms that you update regularly. Facebook is a good place to start. The Pew Research Center has found that 68 percent of U.S. adults are on Facebook. Most likely, the vast majority of your patients, especially those under age 65, are on Facebook. The median American uses three social platforms, and many users check those platforms daily, too.
Set up a Facebook page for your practice or yourself that is purely professional. If you have time and are familiar with other platforms, Twitter and Instagram are good options to add to your list.
3. Maintain Your Brand Identity
Does your practice have a brand voice? Your brand voice is a tone you want to maintain throughout your communications. Your practice probably already has a voice established through materials you hand out in the office or post on your website. Continue that in your social media marketing with similar images, colors and tone. Consider the social media page an extension of your website, and include your office hours, URL and phone number.
4. Share Engaging Content
According to MDG Advertising, 70 percent of people want to learn about products through content, not ads. So rather than "advertising" that flu season is here and your office offers flu shots, post articles that educate about the flu virus and dispel myths about the vaccine. Alternately, if you find that your patients are confused about diagnosing endometriosis or pelvic organ prolapse, you can share posts — either from your own blog or reputable sites — that share information about these conditions and the symptoms. Post about how your office diagnoses and treats them. Patients will appreciate the straightforward, informative content and this approach can build trust in your practice.
5. Post Videos
According to Becker's Hospital Review, people want to see health-related videos. Have a piece of new equipment in your office? Is it a new way to diagnose or treat a common condition? Don't just write about those things — show them! Conduct an interview in your office where you discuss current medical advances, common conditions or new additions to your office.
6. Promote Your Social Links
Add social links to your website, email signature and print materials in the office. Let patients know they can engage with you outside the office to learn more about how to stay healthy.
7. Schedule Posts
You can use free or paid services like Hootsuite to schedule batches of posts. This allows you or someone in your office to spend an hour a week setting up your posts. Post as often as you feel comfortable with — perhaps once a day or a few times a week to start. If you're using Twitter, you can consider posting even more frequently.
8. Consider Paying for Ads
Whether or not you want to pay for sponsored ads depends on your practice's goals. If you're seeking to recruit new patients, you may want to try paid ads or sponsored content. If you mostly want to engage with your current patients, you may not need to pay.
Effective ads require carefully chosen audiences and a good bit of testing to find the right message. If you're not familiar with paid ads or simply don't have the time, consider outsourcing your medical social media marketing.
9. Respond to Comments
Whether you personally respond or you designate someone in your office to, you must reply to questions and concerns on your medical practice's social media page. People will post compliments and complaints, and rate your practice. How you handle those comments will affect your online reputation.
Social media for doctors can be challenging to fit into your busy schedule. It's a good idea to remain involved in the process, but you can delegate the posting to a staff member or outsource the job to a freelancer. It's up to you how far you want to take your social media presence.
