In speaking with many general practitioners, doctors and practice managers, social media is still considered the unknown marketing frontier. However, within the fee for service, cosmetic and aesthetic industry, social media has effectively galvanized the power of social brand building and lead generation. Not only that, but many now use social media as an effective alternative to pay per click advertising via search engines.
With effective use of Social Media tools you can give your business and practice the best chance to increase its revenue through new patient acquisition with using one or all of the following:
1. Monthly and weekly topics
2. Offer the latest in office specials
3. Offer online specials
4. Relate your topics and specials to your most popular products and service
In our last newsletter, we discussed how social media has produced a more consistent marketing result that includes many complimentary features and updates to better measure and monitor the effectiveness of social media programs. This article will provide a compressed overview of a few of the main social media networks and their functionality.
How to choose the best social media tools for your practice
Determining which social tools work best for your practice is key to getting the best from your social media outreach. Having a strategy and working that strategy consistently is paramount to your success. Typically it takes about two solid quarters before the full impact of your social branding and outreach can catch hold and show real results.
Facebook provides the most flexibility as you can upload videos, images of products, share press releases, current blogs and download or print online specials. Facebook also lets you sort your demographic by age, gender, location, product interest, and more. Facebook’s ultimate goal is to create an all encompassing communication platform and access channel for products and services, so you never have to leave their website.
Twitter on the other hand provides a more rapid fire response to topics. It provides a very natural occurring process. It presents and sources your selected topics to those who have spoken about or liked the same product or service. It also gives you the ability to follow those individuals who have similar likes or interests. This can provide a wonderful, extensive network of potential consumers who want to purchase your services or establish you as one of a group of experts within a topic. It even gives you the ability to send a private message for conversation or for e-selling to prospects.
Instagram serves to satisfy our visual interest and desires, while allowing us to showcase our own individual interests at the same time. Instagram lets us explore visually what we might like to see, need or desire, but it also sources our wants and needs. It does this by identifying and presenting additional imagery or videos related to people, places, or things based on what we’ve uploaded or selected to view. You’re also given the ability to connect with like minded people which provides a wonderful opportunity for engagement.
Pinterest provides a wealth of imagery as well as fabulous infographics that visually show off and display an amazing array of content that is compressed for easier understanding and appreciation of any topic. Much like Instagram, it serves its users by linking their likes to similar topics in which they have expressed an interest. Interestingly enough, some of these companies have begun to partner much like Google and Twitter. One providing access and services that the other lacks. Usually those partnerships lead to mergers.
So as you can see the world of social media is much more than just chatting.
Being on your best business behavior in word and deed is vital. There are no secrets with social media. So it is paramount that your social footprint be consistent, effective, and engaging. The future is now for social media and it should be an integral part of both your practice and business development.