“New” Social Media: Becoming a Digital Advocate in 2017We are continually getting closer to the year 2020 – it’s time to start thinking of your 20/20 eye acuity puns. More importantly, it’s time to reevaluate your social media presence as both a business and a healthcare practice. Social media has skyrocketed this past year. No longer is social media a way to just connect with friends or family. You have the ability to keep tabs on every part of your life – follow your favorite band, your favorite restaurant, your favorite clothing store, your barber… the list is endless. Everyone is on social media, and it makes sense why. What was once a platform used to see what your high school lab partner is up to is now a conglomerate of worldwide content-sharing networks. Social media is how we discover current events, political happenings, pop culture phenomenons, how-to guides; the best new artist, the biggest breakout invention; that video, that discount, that recipe. If you’re not on social media, you are simply missing out.
Social Media + Medical Practices?
“…But how can we use social media as a medical practice?”We hear this question a lot at Glacial. Every business has to approach social media differently, of course, depending on their niche and relationship with patients, guests, customers, clients, and what have you. Even so, interacting with your audience is easy. It’s boiled down to a friendship. Think: you want your patients to trust you. You want a friendship! Patients follow their practices online for that exact reason. If you think this presence wouldn’t gain much attention, think again. When posting to your social media accounts, keep these 4 goals in mind:
- Personification. Your patients see every part of the process – from the front desk staff, nurses, to the doctor, the assistant, and optical administrator. They want to see your practice as a team. Use social media to showcase your personality, your mission, your brand, your staff, and individual employees. Post about birthdays, holiday parties, new hires, etc. to remind patients (especially leads who have never stepped foot in the office) that you are human.
- Staying “in the know”. What is happening in your town? Are you connecting with locals? Are you collaborating with other businesses? Stay a current, active member of your community – this resonates with patients.
- Educating. Use social media to educate patients before their appointment (this will save time in the long run). Keep them interested and curious about what you offer. Choose a new product, service, technology, eye disease, or surgery each month that you want to focus on. What are the symptoms? Treatments? Uses? Causes? Myth vs. facts? Proper usage?
- Offering. Give patients an initial incentive to follow you on social media. Offer themed promotions to be used as an ad campaign, such as 1/2 off your second pair of prescription sunglasses for the month of June. Join forces with the Red Cross to host a blood drive, and enter each donor into a drawing to receive free LASIK surgery. Start a promotional campaign available to only those who follow or like your page.