Social media is an affordable and tremendous marketing asset for your concierge medical practice. Just creating a Facebook profile for your practice can dramatically improve your online search results. It also enhances the opportunities for spreading the word about your medical practice and online patient engagement. Making social media a part of your marketing strategy is vital whether you’re trying to expand your patient base or starting a completely new practice. Seven approaches for utilizing social media advertising include:
- Keeping contact information current. The contact information for your practice is, of course, the most relevant content on your social media profiles. It should be easy to find and contain profiles, physical address, review sites, email address, telephone number, and office hours to make it simple for patients to ask questions or book appointments.
- Becoming a thought leader. There’s nothing wrong with sharing puns on social media, but using it as an essential vehicle for establishing yourself as a trusted expert and thought leader in your field is one of the easiest marketing tactics. Posting tips and sharing articles about seasonal illnesses may interest patients enough to return routinely to your blog for more information. Creating trust keeps you at the forefront of readers’ minds when it is time to book an appointment or find a new doctor.
- Sharing promotions and updates with patients. Inform your patients about promotions and services you provide when you share helpful health-related articles or post general updates, such as a video explaining a new treatment option available at your practice or reminding them of the importance of getting flu shots during flu season.
- Using searchable keywords in your posted content and profiles. Online searches are a driving force for businesses today. You want your practice to appear near the top of search results when a potential patient searches for your medical specialty in the area. The best approach is listing keywords including your location, services and treatments you offer, and specialties, then weave them into the content and profiles you post.
- Building relationships with patients. Social media is all about establishing relationships with your patients, whether you’re answering questions posted to your Facebook wall or sharing helpful content. Responding promptly to reviews, comments, and questions as well as offering thoughtful feedback may increase your visibility with your followers and current patients. Focus on building professional and friendly relationships with your patients online just as do in person.
- Discovering where patients congregate online. Determine where your desired target patients spend most of their time online and focus on developing a presence there. It doesn’t make sense to build profiles where your patients rarely go. However, don’t spread your marketing efforts too thing by trying to be everywhere. Pick one or two platforms with the most influential patient presence, such as Facebook or Twitter, and make a concerted effort there before moving on to another network.
- Advertising your availability. Posting general office hours in your profile is great, but social media offers other possibilities to advertise availability for your practice. You can list details about special holiday hours or inform patients in real-time via Twitter of last-minute availability for telemedicine services or call-in appointments.
Advancing your concierge private-pay medical practice requires creating an interest in your practice, staff, and services as well as establishing personalized communication with current and prospective patients. Prospective patients include those who are current patients and may become repeat visitors, which means that advertising can occur in as well as outside of your practice. The American Academy of Private Physicians is a network of doctors and resources for effective strategies of marketing your concierge medical practice.