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Social Media Marketing Tips for Medical Businesses

Social Media Marketing

Today, social media marketing is a requisite for all small and medium enterprises, including businesses in the medical field. As a healthcare professional who owns/runs a business, the question of how to boost patient visits to your medical practice is a big consideration. With more than 2 billion active monthly users, social media platforms are crucial in helping you reach potential clients where they spend time online.

In this article, I explore useful tips and best practices for social media marketing that will help you attract new clients and engage your existing community.

Define your goals

With numerous social media platforms being available out there, it’s difficult not to get overwhelmed. Nonetheless, you can bypass this trap by being clear about what goals you want to achieve from social media marketing, and choosing the right channels to reach them.

Choose your platform

Being clear on your goals for social media marketing will help you choose a suitable social media platform. Social media for physicians will vary from those for pharmacists, dentists, physiotherapists, or specialists. If your target is to brand yourself as a thought leader or connect to the industry, engage with publications and professionals on Twitter or LinkedIn. If you are a medical clinic looking for new patients, settle for Facebook.

Also, be sure to list your business in local business directories. This comes in handy in boosting your SEO(which positions you among the top searches on google or yahoo search engines). Your profile in these directories will help potential followers interact with your brand when they visit these directories. One such directory is Afya Consult.

Aim to bring value to your community

One of the best ways of establishing a trustworthy reputation for your business on social media is to always bring value to your clients and offer them a reason why they should consider following you.

Adding value must not be complicated. It can be as simple as sharing information about current illnesses, reminding patients of essential vaccinations, offering tips on how to stay healthy, or updating them on practice news such as opening hours or staff changes.

Pay attention to the tone of voice for your social media marketing. Put in mind your audience and speak to them. Minimize as much as possible use of jargon. Keep your posts concise- the ideal Facebook post length is 40 characters while on Twitter you have up to 140.

Be consistent, and timely

Social media marketing is all about engaging with the right audience on the right platform, at the right time. Facebook algorithm will allow your post get 75 percent of its total potential engagement within the first 5 hours of posting. For twitter, it’s less than 3 hours- so it’s important you time your posts appropriately to reach as many people as possible.

  • Best time to post on Facebook: Facebook users are typically more active later on in the week, with engagement being higher on Thursday and Friday by 18%, and 32% higher on weekends.
  • Best time to post on Twitter: Twitter is mostly used during breaks and commutes, with optional tweet times being 12pm, 3pm, and between 5-6pm.
  • Best time to post on LinkedIn: LinkedIn users are often online in the middle of the working week. Choicest times to post are between Tuesday – Thursday, between 7-8am, at midday, and at 5-6pm.

NB: These figures are for guidance sake. Once you have establish your community, it is important to dig deep into your data to find out what time your audience is online.

Engage with the right organization

Other organizations’ accounts can help you expand your reach to a relevant audience. Your community will find value in their content.

You can share any community updates, such as disease awareness days, or spread the word on your own fundraising activities and community events. Remember to tag the respective organizations so that they can potentially re-post your content.

Encourage reviews

Recent studies reveal that many customers trust online reviews as  much as they would a personal recommendation. Online reviews are like today’s word of mouth, and are essential if you want your business to be trusted by new patients.

To build up your reviews, include a reminder in all your modes of communication to current patients. This could be at the bottom of your email newsletters, an incentive on a business card, or a flyer in your reception.

Be consistent

To keep your community engaged, you require regular updates. Maintaining your post frequency, tone of voice, and consistently encouraging reviews will help solidify your practice’s positive and helpful reputation online.

Effective digital marketing strategy is important in growing your medical practice. Social media is a core part of this. With rightly identified platforms and consistent posting, your social media channels will help expand your practice’s presence online.


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1 comment

3 Tips for a Successful Health Product Marketing - The Medical Hub May 28, 2020 at 9:10 am

[…] Social Media Marketing Tips for Medical Businesses […]


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