Many doctors still have reservations about social networks and don't know how to approach the "social media" project correctly for their practice marketing. Yet Facebook & Co. offer great opportunities for patient acquisition, patient loyalty and for building and promoting a good image. Current information or service offers can be disseminated quickly and easily. Facebook's Messenger function is often even used to make initial contact with a practice.
Both practices and clinics often find themselves in a highly competitive situation, depending on their location. A presence in social networks can help to stand out from the competition. Patients who are looking for a doctor for themselves or their relatives often do their research on the Internet first. The more positive, modern and likeable the presence they find on social media, for example, the more likely patients are to contact the practice or clinic.
The elementary building block: Interesting content
Only if you regularly publish exciting and interesting content that provides added value do you have a chance of your posts being liked or shared on Facebook and the like. And that's what matters, because this way you will achieve more reach, as your posts can then be seen by even more people.
Suitable contents are e.g:
Information about the clinic or practice
- What new treatment options and methods do you offer?
- Has the equipment been extended or remodelled?
- Are there any new employees or have you or your team been on training courses?
- What special features are there in your practice or clinic?
- How do certain treatments work?
- Who treats the patients, who are the people behind them?
Your patients like to follow what's going on at your company. Always keep them informed about news and present your services. Convince your (potential) patients of your expertise and present your core competences! This builds trust and shows patients that you deal with current topics, opportunities and trends.
Health tips and specialist literature
You are welcome to provide your patients with tips and tricks that relate to your medical topic. If you work as a dentist, for example, you could introduce the "Dental care tip of the week". You can also post tips or links to various articles from specialist journals or the press. Videos with relevant content are also well received by the target group.
Entertainment/Fun
Not everything always has to be serious! Lighten up your presence on Facebook & Co. with witty sayings and quotes, pictures and videos. Jump on current online trends (challenges etc.)! Make reference to public holidays or "world days of..." and inform your patients in a funny way!
To produce interesting content, you should know your patients' wishes well, communicate with them as equals and always remain authentic. Provide a colourful mix of different categories and don't just rely on pure, dry information. The different content should always evoke different reactions in the minds of your fans and followers: "I know", "I enjoy this", "I have learnt something" and "I have understood".
Some more basic information:
The aim of your social media measures is to continuously build your image and increase brand awareness. Always bear in mind that social networks are not just marketing platforms for advertising products, but also a place for exchanging information.
And beware: If you also want to publish photos of your employees or patients, you need their written consent!
Practice marketing with social media:
Do you need support?
Back in 2011, we organised training courses for doctors on the topic of social media. This makes us one of the most experienced social media agencies for doctors in Germany. Thanks to our many years of experience, we are able to judge very well what is important in the patient-oriented use of Facebook and the like. We know how you can best reach your patient clientele, which topics are of interest to your target group and "which language" is spoken on the social web.
And not to forget: A presence on Facebook, for example, must of course always be up to date. And we make sure of that - because we know that you already have your hands full!
Do you need help creating and realising your social media presence?
We are happy to advise you! Take now Contact us to us!
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