Many medical practices now use social media to increase brand recognition, build rapport with their patients, and promote their services. The introduction of social media has empowered patients by giving them opportunities to start conversations and access information.
The digital world we live in now
Where the internet was once a one-way stream of information, social media made it interactive. Today, users from all over the world connect with each other to share information, collaborate on ideas, and demand change.
Before the digital age, it was difficult for patients to obtain medical information independently. Since the rise of the internet that it is no longer a problem.
And, in fact, many people turn to Google before consulting a medical professional.
With specialist forums that connect patients with the same illnesses, unregulated blogs and websites that provide information freely, and even automatic diagnostic tools such as checklists or multiple-choice questionnaires, there’s enormous potential for misinformation.
Whatever the concerns, however, there’s no getting away from social media if you run a business. It is essential, and any medical practice that’s ignoring it will surely fall behind.
The benefits of social media for medical practices
The most obvious benefit of social media for any business is direct access to the market. Within minutes, you can have a business account up and running that allows you to make connections with people and share information.
To see worthwhile ROI, however, social media marketing takes time. It can certainly pay off, but it should be treated as a long-term investment.
Two of the primary benefits you’ll see from using social media for your medical practice are:
Everything is trackable
Compared to print advertising or a traditional mass marketing approach like mailing leaflets, social media gives you instant, accurate data that shows how well your messages are performing.
With each piece of contentyou publish you’ll be able to measure how many people have seen it, interacted with it, or shared it, for example.
This kind of data is invaluable in helping you craft the kind of campaigns that will really resonate.
Adverts can be highly targeted
Beyond that, social media gives advertisers an opportunity to target an extremely specific audience in a measured and purposeful way.
Social media networks collect data about their users – typical demographics like age, sex, and location, but also more detailed information, like interests, usage times, and activity.
Advertisers can use this data to create highly targeted campaigns that reach the right people based on what is known about the target audience.
Key channels
The landscape of social media channels does change frequently, although it is rare for a new player to come in and rival the big four.
Here’s a brief overview of those four channels and how each of them might benefit a medical practice:
(1) Twitter
Twitter is primarily a news-sharingplatform. It enables users to connect over and comment on the latest news, both on a national or global level, but also in specific and niche markets. Twitter could be useful in helping you update your patients on the latest medical research and findings, as well as news about your practice and the services you offer.
(2) Facebook
Facebook is the most widely used platform of the four, and it’s the one that’s been around the longest, too.
From a business perspective, its biggest pull is its advertising platform, though it’s also a good place to build online communities, too.
(3) Instagram
Instagram is growing rapidly, and it’s becoming a popular option among private medical practices. It has a younger audience than other social platforms and it’s continually evolving and offering exciting new features.
With a more visual approach than the other three, Instagram is a valuable tool for building brand identity and encouraging engagement from potential patients.
(4) LinkedIn
Finally, LinkedIn – often referred to as ‘the social network for professionals’ – will give you access to your peers and potential partners or team members.
By building up a presence on LinkedIn you can establish your authority and gain trust and respect from othersin your field.
Check a few effective social media campaigns in our portfolio:
Next steps
The most important thing you need to consider before you enter the world of social media is patient privacy. You need to have strong, well-considered guidelines in place for how you’ll ensure patient confidentiality in such a public forum.
For help developing a marketing strategy and an effective set of guidelines, contact us today, to find out how we can help.
