Healthcare used to be a provider-driven system. However, recent shifts have turned healthcare into a consumer-driven system with online searches being the driving force. If you didn’t think social media marketing for medical practices was important, think again.
At Crystal Clear Digital Marketing, we know that social media is a great way to reach new patients, with over two billion people taking part in some form of social media per month. Social media marketing puts your medical practice in the sea of social media and its billions of users, allowing you to target a new audience and keep your clients engaged. Having a social media strategy will also display your high level of commitment by honoring some of your followers’ desired method of communication.
With a better understanding of the benefits that come from marketing your medical practice using social media, you may ask, “How can I put together an effective strategy that works?” With so many social media platforms to choose from, it can be downright perplexing to master each one and get the results you are hoping to achieve. We have put together a list of some of the best platforms used in social media marketing for medical practices with an emphasis on each platform’s demographics and benefits.
Social Media Demographics
Understanding each platform’s social media demographics provides insight into the people using each platform so you can decide which platform is best-suited for your target audience. Here are just a couple of the top platforms being used in social media marketing for medical practices and some of their demographic information. We encourage you to use this as a starting point and dive deeper into demographics if needed.
Facebook is the largest and most frequently used social media platform, having over 1.15 billion users per day. This massive audience makes up 79% of internet users. Your medical practice should have a presence here. We have listed more Facebook demographic information below.
Women Facebook Users
- Age 18-24 = 31%
- Age 25-34 = 30%
- Age 35-44 = 18%
- Age 45-54 = 11%
- Age 55-64 = 7%
- Age 64+ = 4%
Men Facebook Users
- Age 18-24 = 34%
- Age 25-34 = 33%
- Age 35-44 = 17%
- Age 45-54 = 9%
- Age 55-64 = 5%
- Age 64+ = 3%
Even though the younger generation has been more inclined to use Pinterest in the past, more adults are using Pinterest today than ever before. Pinterest has 38 categories for content; Health and Wellness being one. Social media marketing for medical practices is ideal using Pinterest because like Instagram, this platform has a heavy emphasis on imagery. But Pinterest offers a distinct advantage with the ability to pin content and categorize it within customized user boards for comparison and future reference. Having over 100 million users, Pinterest is both commercially and socially friendly.
44% of women on the internet have a Pinterest account, and 16% of men on the internet have a Pinterest account, with those percentages steadily growing.
- Age 18-29 = 36%
- Age 30-49 = 34%
- Age 50-64 = 28%
- Age 65+ = 16%
This just scratches the surface when it comes to some of the best social media platforms for your medical practice to use. Other platforms include Google Plus, LinkedIn, and Twitter.
How to Use This Data
With this information, your medical practice can post to each platform appropriately and segment your target audience. For example, the user base of Instagram has more millennials, roughly 90% of its users, so it doesn’t really make sense to offer age management services or dentures on this platform.
Social Media Marketing for Medical Practices Strategy
First and foremost, make sure your website is up to date, mobile-optimized, and functional. Your social media presence will lead new followers to your website. Your landing pages need to be modern and mobile-optimized for easy navigation, or your business will instantly lose credibility among your followers.
Consider Appointing a Designated Social Media Assistant
Operating a medical practice is no easy feat, and finding time for social media is a challenging task. It is important to understand that once you use social media marketing, you need to stick with it, or it will never work. By designating a social media assistant, you are making sure your social media presence is maintained and monitored so you can operate your medical practice.
The person you elect to do social media marketing for medical practices should have medical knowledge. This will ensure that posts are high-quality and informative for your followers. The person appointed as your social media assistant should also have experience using the platforms you choose.
An effective social media marketing strategy includes a social media calendar to ensure that posts are being added to each account consistently. This is another way that demographic data can be useful, by helping you decide the best times to post on each platform. As you build your following, you will begin seeing a pattern of engagement that will further help you build an effective schedule that works best for you and your target audience.
Blogging is a Must
If your medical practice does not already have a blog, we advise you to start one. Blogs and social media go hand in hand. Uploading your blog posts to social media provides the opportunity for your articles to be read and shared among countless numbers of people. Each time a person reads your blog, your website traffic increases, your SEO score goes up, and your business ranks higher on Google’s page indexation. Blog articles also provide an easy solution when lacking fresh ideas for your social media posts. Blogs are typically best-suited for Facebook or Twitter. If you start a blog, we recommend that you also use Twitter for sharing your articles besides the other platforms listed here.
Engage with Local Organizations
Social media marketing for medical practices is a fantastic way to engage with other local organizations and broaden your audience by doing so. For example, community announcements, fundraising information, healthy tips, and nutritious recipes can be shared by tagging respective organizations who might re-post your content. It’s a fun way to connect your medical practice with colleagues and other medical practices, too.
Inspire Your Audience
By sharing your knowledge of health in a creative and meaningful way, your medical practice will gain a positive reputation by offering interesting content that your audience can relate to. Your social media marketing approach should embrace more telling and less selling.
Offer Timely Responses
Once you build a following, you will want to respond to people within a reasonable amount of time. This will show the level of care you take regarding your clients. People who contact your medical practice through social media do it for convenience. Make it convenient for them, and let others see that you do, too.
Jump into the Conversation
Social media isn’t just about your posts; it’s also about chiming in on other people’s posts. Remember to always keep your opinions positive and professional at all times.
Track Your Analytics
It’s important to document the progress or failure of your social media activity. Of course, our team at CCDM can keep track of analytical information regarding your social media campaigns. This way, you can analyze the results, see what’s working or what’s not working and re-strategize as needed.
Contact the Professionals
Engaging your clients using social media platforms is a great way to promote your medical practice. It’s an opportunity to showcase your business in a fun and inspiring way by using images, informative charts, motivational blogs, and positive feedback, among other tools. Be as creative as you can while staying professional and genuine to your brand.
Social media marketing for medical practices is absolutely something you should take part in. Our team at Crystal Clear Digital Marketing can help you every step of the way. For more information about social media marketing for medical practices, contact us today!