Social media is a hot topic for medical marketers, although navigating the various channels isn’t always easy. However, most people are experienced in social media sharing, so it might seem like posting for your healthcare organization is a breeze.
However, this results in many companies having social media channels geared towards personal gain that is not necessarily of interest to potential subscribers. And while followers don’t always convert into customers (more on that later), many followers are on social media. As a result, networks create a winning image of the brand.
How many healthcare organizations are using social media?
There cannot be identical social networks, especially in clinics. However, we can observe a similar picture when clinics update their networks rarely and only for some domestic reason:
- update on opening hours and holidays
- updated information about the services offered
- photos of positive staff
- recommended medical services or technologies
Yes, prospective patients and your audience need to know your business hours and be aware of your upcoming promotions and service offerings.
But will these things encourage people to follow your page on Facebook or Instagram? Probably not the kind of people you would like to see in your followers.
Most likely, these strategies work with current and former employees, their friends and family members, and possibly a few very loyal patients. These people can’t wait to see what happens with the business, but future patients won’t be as excited.
So what should you post on social media? Networks?
By no means are we saying that you shouldn’t share important news about your business with your social media followers—especially since most of your existing audience would love to know about your clinic’s changing business hours?
However, it’s much more important for healthcare organizations to share content that helps patients and future clients get the information they need to care for their health.
Show your audience that you are here for them.
As a healthcare marketing agency, you have the opportunity to help reduce misinformation by promoting accurate, informative, and timely health information.
Think about topics that can help your patients avoid health emergencies, help them take care of themselves after a procedure, or help them choose the right treatment. For example:
- Statistics on how many people suffer from depression reassure potential patients suffering from similar problems that they are not alone.
- Video interview with a doctor explaining the importance of the flu shot.
- A link to an article (from your site or another reputable site) on how to spot the signs of skin cancer.
Thoughtful, relevant, and engaging content shows people that you are always thinking about their health, whether they become patients or not. Remember that videos and images are much more interesting than simple text messages.
Are followers really important to your social strategy?
Posting on social media is a great way to build your brand and get followers. But will it get you, patients? Probably not.
More and more patients are looking for clinics online. But Facebook, Instagram, Twitter, and other social networks, as a rule, rarely appear in their search.
However, there is still a chance that a potential patient will come across your page during a search. And posting helpful content on social media can only serve as proof of your commitment to helping patients.
Facebook and Instagram are ways to reach more patients through social media, especially paid social media advertising.
How do you attract patients from Facebook and Instagram?
When discussing healthcare social media marketing, we usually divide it into two categories: organic and paid. An organic social network is simply a network with interesting organic posts. But paid advertising on social media allows you to win over patients.
Most Facebook and VK business users know “highlighted posts” — paying to make a regular post stand out in people’s feeds. But Facebook ads go far beyond that. You can target the right audience at the right time with the help of a “call to action.” You can even redirect previous visitors to your site to increase their conversion chances.
The bottom line is that posting on your social media profiles can help solidify your brand. But this is unlikely to help you win patients. So if you have a limited time or budget for social media, think about what matters most to your company. Typically, someone in the office is happy to work on organic posts, but you will have to pay if you want an expert to curate your Facebook and VK ads, constantly adjusting them. In any case, in the future, all this should pay off.