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Digital Marketing: Using Social Media to Reach More Patients

We’ve talked about social media and its influence in digital marketing and healthcare a few times before. And when it comes to healthcare, patients want to hear experiences from other patients. 

Doctors and healthcare providers won’t have all the answers. That’s why patients and caregivers are seeking health advice through channels, including online discussion forums, blogs, and social media. 

Today, we’re going to go over some specs of this social media and how to use it in a way that will benefit your practice.

Why Use LinkedIn for Digital Marketing?

Numbers don’t lie. Numbers are saying that LinkedIn is one of the biggest social networks out there. It’s exclusively the largest social network for professionals. 

That’s why using LinkedIn to connect with patients is an ideal tool. Still not convinced that online digital marketing is the way to go? Check out some fast facts on LinkedIn: 

In 2017, there were:

  • 467 million users 
  • 106 million active monthly users 
  • Over 39 million users comprised of students and recent grads 
  • 1.5 million active LinkedIn groups on the platform 

With stats like this, you’d be crazy not to put your practice on this platform. While other social networks like Facebook and Twitter are also popular, it’s undeniable that LinkedIn is making a breakthrough. 

According to research, more than half American LinkedIn users use smartphones to get health-related information. When it comes to LinkedIn, you have a variety of ways to engage with patients. Here we’ll break down some productive ways to connect with your audience. 

1. Engage Groups

Joining industry-specific groups allows you to interact with patients and providers and take part in discussions by posting to group forums.

This is a more natural and less self-promotional way to engage with patients. It is an opportunity for you to show the human side of your organization, be conversational, ask questions, and weigh in on relevant discussions. 

2. Write Influencer Posts

You can post original content stemming from your company’s blog posts. If there was a popular article on your company’s site, rework it into a more personal opinion piece to generate dialogue. 

3. Create Showcase Pages

Showcase pages allow followers to subscribe to receive notifications when there are updates or new materials posted. You can use ads here to find patients who could benefit from your services. 

4. Open Dialogue with New Contacts

Once you are connected with a new contact, you now have a platform to engage in dialogueSend a quick thank you note if they accepted your connection request or a short introduction if they added you.

Follow up by offering to answer any questions they may have. You can even invite them to groups of which you are a part or sponsor on LinkedIn directly. 

5. Curate Peer-Generated Resources 

The consumer society is driven by recommendations from peers today. Before we make any purchasing decision or appointments, we almost always reach out to close contacts to see if they have any experience.

Why Use Instagram for Digital Marketing?

You may think Instagram is useless, especially if you’re already using Facebook, Twitter, or LinkedIn. But here are some important stats nobody can deny:

  • 1 billion users worldwide
  • 2 million monthly advertisers
  • 71% of US businesses have Instagram
  • Leading social media app in terms of engagement
  • 75% of users take action after viewing a CTA

These numbers don’t lie, and it’s clear why more health care providers are turning to Instagram to reach patients and establish authority.

If you’re looking to establish your practice’s brand and voice online, here are some basic steps on how to use Instagram.

Instagram is a straightforward and visually engaging way to connect with patients and tell your sleep practice’s story.

Use this platform to give a more personal look to your practice and make existing patients and potential patients feel more connected to you and your team. A little glimpse into your practice could mean new patients.

1. Cover the Basics

If you’re completely new to Instagram, there are a few items you need to take care of before going any further.

If you already have a profile, make sure you have these minimum requirements.

  • Choose a catchy yet relevant profile name
  • Use a high-quality image for your profile picture
  • Search the right hashtags to include on your posts

Complete the package by writing a bio that gives followers all the info they need – name, specialty, location, and a link to your website.

2. Create Engaging Content

Now that your profile is ready to go, you can turn your focus to creating compelling content.

High-quality images and videos are the only way to go if you use poor quality people will stop viewing your profile.

Write clever captions and link to relevant users. For example, if you partner up with another specialist, consider featuring their page to connect followers. If you feel you don’t have time to create quality content, you should plan it out ahead of time and use scheduling apps like Hootsuite to plan out content.

3. Introduce the Team

There’s no better way to showcase your talent and introduce your voice than by using Instagram to create relationships.

Do this by sharing photos of you and your staff with short intros. Or even do posts like “staff member of the month” (or week) depending on how large your practice is and let patients form connections with your team.

4. Niche “Stuff”

Use your profile as a way to “geek out” and show patients what you’re all about. Share pictures or videos of the latest equipment and treatments. Whatever items are considered the cool content of your field will surely be a good post on Instagram.

5. Patient Photos

Depending on your field, many patients are already sharing photos of their visits, especially before and after shots. Talk with your patients and see if they’d consent to being showcased on your practice’s Instagram.

For example, take a page from the book of Instagram-famous dermatologist Dr. Pimple Popper (who garnered so much attention on Instagram that she now has a TV show).

Let Us Help You Connect With Patients

Have you been using Instagram? What’s worked for you? We want to hear about your experience! Leave a comment below.

If your practice’s digital marketing plan is lacking, it’s possible some patients need your care and don’t even know about your services. Let Content First Marketing help fill in those gaps.

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