Facebook is one of the leading social media in the United States, boasting the majority of social media visits as of February 2020. The number of users is expected to increase to over 257 million by 2023, making it a viable marketing tool for medical practitioners. A successful social media campaign goes beyond creating a Facebook Page. It’s only the first step, as most of the work involves strategic planning and getting the most out of Facebook’s marketing tools.
Identify Definite Marketing Goals
Establish definite goals for your practice’s Facebook Page to reach the right audience. This could be to increase appointment bookings or drive traffic to your website attainable by creating ads for a specific group of people.
Facebook Pages host a free appointment booking tool that syncs with your Google Calendar. At the same time, it can be used to encourage previous patients to schedule routine in-office or telemedicine appointments. If your website has an existing booking system, the tool directs your patients from your page to your website to complete the process.
Ad campaigns also drive website traffic. Facebook allows you to select a landing page where your audience can get the information they need about your practice and services. Take time to adjust Facebook’s “Preferred Page Audience” by age, gender, and location to catch the attention of the right group of people.
Encourage Patients to Leave Reviews
People look at page reviews when searching for or deciding on products and services. Some people form an opinion about a business after reading reviews about them while others treat reviews as if they are personal recommendations. Furthermore, search engines prioritize ranking websites with reviews.
In the case of fraudulent reviews that may hurt your practice, Facebook has a system for business owners to report spam and fraudulent content. This is helpful for those who wish to avoid irrelevant and unfair feedback.
Use Eye-Catching and Engaging Visuals
People’s attention span is short on social media, so your visuals or videos can either make or break audience engagement. Few will only engage to ads when it is relatable and relevant to their needs. Before creating a visual, read through Facebook’s advertising policies. The social media site prohibits explicit content so practitioners of specific practices like cosmetology may have to choose their visuals carefully or risk a flagged advertisement. There are certain exceptions to this like family planning and contraception.
Educate and Inform Patients to Make Better Medical Decisions
Medical influencers are also on the rise on social media. Some use their platform to educate, inform, and help people make better medical decisions through online dialogue. Being a medical influencer not only provides a positive outlook on doctors, this helps increase organic reach through shares. In turn, it is also a way to attract new patients and encourage returning patients to schedule an appointment.
As the world goes digital, Facebook as a social media is more than simply a social networking site. This website provides a new avenue for doctors to be able to promote their practices to a wider audience while in the comfort of their own home.
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