When done right, social media can help to take your practice to the next level! Here are three things to keep in mind as you evaluate your own current or future social media strategies.
Use the right social media channel for your audience.
It is crucial to find out what social media channel your audience is most active on. The time and energy that goes into curating outstanding content should not be wasted, for example, on Facebook when all of your potential patients are on Instagram (many under 30 have abandoned Facebook for Instagram and Snapchat, so I’m told). That’s why it’s important to build your social media presence where your patients congregate the most. Additionally, if your patients are using multiple social media platforms, try to focus on the top two so you don’t burn out by trying to be everywhere at once.
SEO is worth the money.
One problem I see all the time is the most amazing businesses and brands hidden in plain sight. Your goal is to be known as the expert in your field, so it is important to get in front of people who are searching online for specialists like you. The right SEO (Search Engine Optimization) strategy can help. If you aren’t already using optimized language on your website, now is the time to start! You can hire a SEO expert to weave keywords into your website copy and social media profiles to make sure you are getting in front of the right people.
Find a balance between like-worthy, relevant information, not just services and promotions.
It is important to find a balance between promoting your services in addition to providing informative articles, as well as just fun content that will connect with your followers. Try to mix it up as much as possible and see what your followers respond to the most! Relevant, helpful articles about your specialty are better than inspirational quotes and a cute cat playing with a stethoscope. And don’t be afraid to gloat and share your patient success stories. Depending on your area of practice, potential patients may want to see a glimpse of how your practice works, what the patient experience may feel entail, and even how simple to complex procedures or surgeries are performed.
Kerry Sutherland is the Founder & CEO of K. Sutherland PR, a Reno-based public relations agency that specializes in the healthcare industry. You can reach her directly with any questions about social media for your own practice by emailing Kerry@ksutherlandpr.com or visit ksutherlandpr.com to
By Kerry Sutherland
K.Sutherland Public Relations