With the variety of options that exist when marketing your practice, social media may seem like an easy (and inexpensive) option. But, there a few things to consider when embarking on your practice's social media efforts.
by Braxton Pulley, D.C. in Digital Marketing on Wednesday, July 20, 2016
Some traditional marketing channels are expensive and ineffective unless done continually. So, unless necessary, some D.C.s opt to wait to embark on a marketing campaign until patient traffic slows down, or there is a need to counter an outside message. This is even more expensive and perhaps even less effective.
But there is an alternative that can be done every day with little investment.
People continue to turn to social media such as Facebook, LinkedIn and Twitter, for health information and recommendations. This means it is important for you to have a presence for current and potential patients.
While there are advertising opportunities, much of the effectiveness with social media marketing doesn’t cost much – just time. Here are some strategies on how to make your time investment matter.
It all matters. Make sure you post frequently to create a presence. The good news is that you can and should cross post updates across the three social media channels.
- Mix in the “human” with the health information. Your primary focus is likely to push out information about overall wellness topics. This is all fine and good, but adding in a picture celebrating an employee birthday or even something outside the practice (a sunset, something funny you saw on your way in) gives your audience additional insight into your practice that no marketing material can.
- Talk with, not to, your audience. Think of every post as part of an ongoing conversation. You don’t want to preach to but rather engage with the reader. Give context about what you are posting, as well say it in your voice. Invite the reader/your patient the opportunity to ask questions or respond.
- Offer customer service. If someone asks a question about treatment, how do you go the extra mile to engage? Invite them into the office for a free consult, or schedule time for a quick call to get more information. Many people view the internet as a “safe place” to ask questions they may not pick up the phone to call and ask. This is an opportunity to begin helping a potential patient down the path of wellness before a potential problem becomes critical.
- Dedication also matters. Posting on social media seems simple, but at the end of the day it takes time. Just like you schedule breaks and lunch, you need to schedule time to research and post to your social media channels. For some, it is easy to do this when you are reading journals or website. For others, it can be in the morning before coming into the office. Just make sure you find the time to get information posted and engage with your patients.