Tips to Bring in New Patients Online
When you’re marketing a medical practice, you can’t expect potential patients to just come to you—you need to reach out to them where they are. According to statistics, more than half of all people worldwide, and over 80% of Americans over the age of 13, are active daily on some social media platform. To maximize your chances of bringing in new patients and building a thriving medical practice, you need visibility on social media. But it’s not enough to just post periodically on a Facebook account. You need a well-orchestrated strategy. Here are some things to remember.
Effective Social Media Marketing for Doctors Is About More Than Followers
Don’t get caught in this trap—social media algorithms have changed. You may have lots of followers, but only a small percentage of them may see the content you post.
Think of your social media marketing as a two-fold strategy—educating the public about your practice and building your reputation.
- Make certain that the content you post answers key questions your potential patients will ask. Focus on specific conditions and the treatment options you offer, as well as your geographic location. An FAQ format can be particularly effective.
- Your posts should also demonstrate your authority and experience, as well as your “bedside manner.” Be quick to respond to any questions, and be willing to express empathy to visitors.
Use an Easy and Consistent Content Format
Don’t try to reinvent the wheel every time you post content. Instead, create a template of sorts that effectively communicates the information you want to convey to potential patients. A common approach for medical practitioners is to address a specific medical issue, such as hypertension, and inform visitors about your approach to treating that condition, identifying different available treatment options.
Choose One Platform and Do It Well
It seems like there’s a new social media platform created almost every day. If you try to have a presence on too many, you’ll spread yourself too thin. It’s better to determine which platform most of your potential patients use and channel your energy into having an effective presence there.
Spend Money to Gain Visibility
Social media platforms have become like search engines, where paying for advertising will increase your visibility. Paid social media advertising lets you zero in on potential patients in a specific age bracket, or those with interests or behaviors that make them a good fit for your practice.
Include Video in Your Social Media Feeds
The internet has always been a place where people scroll rather than read. Video is more likely to catch attention than large blocks of text. Also, video can express empathy in a way that words seldom can, and empathy is an important trait for healthcare professionals to demonstrate.
Know What Works
There’s an old saying—you can’t manage it if you don’t measure it. Metrics are available to help you assess the effectiveness of your social media marketing campaign. Especially if you engage in any paid advertising on social media, you want to know whether you’re getting a good return on your investment.