Approximately 41% of consumers use social media to inform their choice of hospital or doctor. Social media is the number one traffic source for many healthcare service providers because it offers enormous reach. By using it wisely, doctors can build their online audience, generate leads, and convert more customers without having to spend a fortune. But, with equal opportunity comes great competition. In order to make it work, doctors need to stand out from the crowd and follow a well-thought-out content marketing strategy. In this guide, we’ll help you identify the right social platforms and discuss some proven content formats that can help you grow faster, among other things. Let’s dive in.
Why Should Doctors Use Social Media Marketing?
One of the most important things people look at before trusting a doctor is what other people think about their services. They need to trust the doctor before relying on their healthcare advice. Social media marketing helps you build authority and credibility in your space.
You can share helpful content, showcase patient reviews, and demonstrate your processes to build your trust and attract more patients. Plus, social media platforms host more than half the world’s population, making them a natural marketing channel for most healthcare providers. Also, according to a study, social media marketing allows doctors to provide effective ongoing support to patients, building trust.
Choosing the Right Platforms
Not all social platforms are worth working on if you’re a doctor. Some are more visual and engaging in nature than others. Instagram, for instance, is a perfect place to share short videos and image-based content. Since it boasts more than 1 billion monthly active users, finding and connecting with the right people is easier on Instagram.
Facebook is a similar one but with a much bigger user base and more content formats. It lets you share text-based posts, create and manage your own groups, and leverage video marketing. To get the best of both worlds, we’d suggest creating a professional page for your healthcare services on Instagram and Facebook. Other options include Pinterest, Twitter (X), and Threads by Instagram. And who can forget about YouTube? It’s the number two search engine after Google in terms of popularity, so you may want to use it. Share helpful tips and guides for people with different health issues and use a landing page to connect with them.
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Types of Content to Share
Once you know who your target audience is and which platforms they are active on, there’s no shortage of topics you can cover on your pages. Here are some ideas
Health Tips and Medical Advice
Sharing medical advice should be easy for you since you’re the expert. However, to come up with topic ideas, consider using a tool like Answer The Public to identify in-demand topics in your niche. For instance, if you’re a heart specialist, help people with their heart health through your content. Your specialty as a doctor comes into play when people have to take health advice. For instance, a professional’s opinion on what keeps the human heart healthy and strong matters more than an AI-created YouTube video.
Patient Testimonials
Probably the best way to build trust as a doctor is by sharing what other patients think of you. Reviews and testimonials from patients who benefitted from your services are a powerful trust-builder. Facebook lets people share their opinions on your page. You can also share your Google Business Profile reviews on your Facebook page. Make it easy for people to review you by sharing a link to the reviews page or creating a QR code that goes directly to your GBP.
Behind-the-Scenes Videos
If you have a physical clinic, your future customers need to see it. Share photos and videos of you working with patients (With their consent, of course).
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FAQs and Myth-Busting Videos
The medical field has a lot of myths and misconceptions. A qualified expert like you is a perfect person to bust those myths. Also, find frequently asked questions in your field and answer them in your social content.
Measuring Success
Social media marketing is powerful only when you know how to track and optimize your strategies. Because if you don’t, it’s easy to get off track and spend your resources in the wrong direction. Thankfully, tracking is easy these days thanks to social media management platforms like HootSuite and Later. You can tweak your content depending on what has worked for you in the past.
Social Media Marketing for Doctors: FAQs
Let’s address some commonly asked questions related to social media marketing for doctors.
Should I Manage My Social Media or Hire a Professional?
The right way to go about marketing your business is by hiring a professional with the right kind of experience.
How Can I Deal with Negative Reviews Online?
Respond professionally and politely. Try to address the underlying issue as quickly and as effectively as possible. Remember that your future patients might be reading your responses to negative reviews.
How Can Doctors Measure the Success of Their Social Media Campaigns?
Use a social media management platform like HootSuite and hire a manager to track and optimize your marketing campaigns.
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Conclusion
60% of doctors believe that social media has helped them provide quality care to patients. Social media marketing requires no upfront budget and can work wonders for doctors. Start by creating your profiles on the most popular platforms, Facebook and Instagram. Find topics your target audience is interested in with a website like Answer The Public and offer helpful medical advice and tips on a consistent basis. Use a tracking tool like Later to measure your growth and make sure you’re investing your time and money in the right strategies.
References:
https://www.webfx.com/industries/health/doctors-offices-medical-practices/social-media
reports.metacubes.net/vrpt?v=i1fU5U9M4A2g1mWeMpReYw%3D%3D
https://www.webfx.com/industries/health/hospitals-healthcare/statistics
