According to a report by PWC, 42% of the users who search for health information on social media look at health-related reviews. Similarly, 29% of the patients look for information on social media through other patients’ experiences with their diseases. This means that users on social media are quite active when it comes to health-related issues. So if you run a medical business, then social media provides you immense scope to grow your medical practice. However, in order to market your medical practice with social media, you need to be aware of certain guidelines. This article will guide you to use social media as a marketing tool for your medical practice.
Share Educational Content
As mentioned above, people are keen to look for health related information on social media. Now, wouldn’t it beneficial for you and your audience if you share this information. Your audience will get the information they need and you will get more engagement from them. Hence, share content that your users are looking for. When you educate your audience regarding certain diseases, treatment or precautionary measures, then they perceive you to be an expert medical professional. As a result, you increase credibility and your brand image enhances on social networks.
Your educated content can talk about precautionary measures to avoid certain diseases. For example, “10 foodstuffs that reduce the risk of heart diseases.” Your content can be related to a treatment process or procedure. For example, “What is an open heart surgery?” or “The process of carrying out an open heart surgery.” Similarly, you can focus on symptoms of certain diseases or habits that can have future complications. For example, “7 habits that can affect your brain.” In fact, you can even share unique content from medical experts as this will help you leverage your reach to more number of people on social media.
Provide Latest Information
You cannot talk about treatment or procedures that were used way back in the 90s. The medical industry has undergone tremendous change along with advancement in science and technology (as you may know) and so you need to provide the latest information about treatment and procedures. Similarly, there are an increasing number of diseases that people are suffering from than ever before. Therefore, you need to provide the latest information to your followers. For this purpose, you need to update your content. This means that you’ll have to create content regularly. In fact, if there’s an epidemic or some new disease that people are talking about, then you can use this time to make people aware and provide them latest information about such diseases such as the Ebola virus, Avian Influenza virus, and other illnesses.
Update Information on Your Services
Apart from posting general updates and sharing health-related articles, market your services as well. Once your followers read your content regarding certain diseases or sicknesses, they’ll search for medical services for treatment. This is where you need to promote your medical services and offers. Offers can be provided for flu shots during flu season, discount for a family checkup and others. Your new treatment procedures can be explained with the help of a video. Also, it is important that you update your social profile by adding new services.
Make sure you follow the 10 elements of a successful social media profile. When you follow these elements and update your profile, not only do people become aware of your new services but also other users on social media looking for similar services are able to find you. Thus, your followers increase and you reach out to more people.
No one would like to read a blog unless you make it appealing through your tone and language or by adding visual elements. In fact, visuals are the best way to communicate the message in a short manner. Hence, visuals tend to resonate more than text alone. Images, infographics, videos, and GIFs are a great way to catch the attention of your audience. Your video content can include animated videos that show how certain illnesses affect your body or how harmful organisms enter your body. Now the creation of such content can be tedious and expensive. If you are low on budget, then it is recommended that you share content from others.
For images, you can list down content instead of writing a blog. For example, you can list “4 ways to reduce weight” or “10 harmful types of cancer.” You can even make use of infographics to indicate health statistics. For example, “increasing number of diabetes patients in Canada”, “number of people suffering from various illnesses” and other medical related data.
Visual communication of data is perfect for your audience on social media.
Engage By Responding to Your Followers
One of the best ways to engage with your followers is by beginning a conversation. Social media is all about building relationships and so you need to develop a conversation with your audience by answering or commenting on their questions or comments respectively. Moreover, when you provide thoughtful feedback, your followers regard you as a medical expert. Such interactions help in building your medical brand.
Social Media Ads
If you want to promote your medical services or products, then you should consider using social media ads. You can run ads on multiple platforms at the same time. This means you can have ads on Facebook, Twitter, LinkedIn, Instagram and other social media channels in order to extend your awareness to audiences across multiple platforms. However, the cost of advertising will differ and so will the targeting options. For instance, LinkedIn is more likely to take professional details into consideration when showing ads to its users. Facebook will consider professional details and also other social interactions like following, liking and commenting on particular posts.
Through social media ads, you can create different types of ads based on user interface. This means there will be different ad options for mobile, desktop or tablet version. They include banner ads on top of the screen as you’ll see on top of the screen on LinkedIn or ads that are shown in small boxes especially on the right corner of the page on desktop. When it comes to mobile, promoted or sponsored posts are forms of ad that are commonly used. Nevertheless, sponsored posts are used on other interfaces as well. Sponsored posts appear like normal posts when a user scrolls through his newsfeed.
Social media forms a part of owned media when you share your content on your profile. It becomes paid media when you start using social media marketing to get more customers.
Now when you run a campaign on social media, you need a user to perform some desired actions. Therefore, you add call to action buttons on your posts unless you just want to create maximum awareness for which, users do not have to perform any action. The ad is displayed to a user and he becomes aware of your medical service. In the case of sponsored posts, the call to action can be in the form of following your page, commenting or sharing your content, signing with your medical newsletter, booking an appointment and others. You can also redirect a user to your medical website when they click on your ad. Therefore, you need to create a landing page where your users are directed. Your landing page should be well-crafted so that it helps you in converting a prospect into your client. If you need any assistance in designing and running your ad campaign on social media, then it is recommended that you contact a social media marketing firm that will help you improve your conversion rate.
Follow this guide to market your medical practice with social media effectively. Social media marketing brings many benefits like increasing reach, getting more followers, increasing engagement, enhancing online reputation management, and also growing your medical business. Therefore, if you want to avail these benefits for your medical practice, then do not delay and get started with social media marketing.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.
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