Patients only have an eight second attention span in this fast-paced, digital world. So how can your healthcare Brand capture their attention? Instead of annoying them with pop-up ads, your Brand can reach and convert patients through social media.
Since you know why your healthcare Brand needs to be social media, the next step for your Brand is to know how to use social media. From choosing a platform to developing copy, there are several aspects of social media that your healthcare practice needs to consider when developing a strategy.
These four tips can help you create a solid social media marketing strategy for your healthcare Brand that will generate leads and increase patient adoption.
1. Choose the right platforms
First things first - you need to figure out which platforms your healthcare practice wants to utilize. Trying to build a strong presence on every social media platform is unrealistic and costly. There are hundreds of different social media channels, and your patients don’t use all of them.
Of all the existing channels, your healthcare Brand should pick 2-4 to utilize in your marketing strategy. This allows your practice to focus more time, resources and creative energy into the platforms that will generate leads and drive conversions.
Look towards your Brand’s patient personas to gain a better understanding of which social media platforms your Brand should use. You wouldn’t want to use LinkedIn to reach prospective patients if they don’t use it. However, if you find that 45% of your target patients use Instagram, your Brand needs to be on Instagram.
2. Utilize keywords and hashtags
For your healthcare Brand to successfully reach new patients, you need to use the right keywords in your content. Optimize your healthcare content with relevant keywords and phrases to draw in interested patients.
Depending on the platform you use, incorporating hashtags into your social media posts could be a great way to include keywords. If your healthcare practice uses Google AdWords for your advertising and marketing strategies, you can use Google’s Keyword Planner to better understand which keywords to utilize in your social media content.
Using relevant keywords and hashtags in your social media posts will help your content get seen by the right patients.
3. Leverage tools and chat bots
The more your healthcare Brand’s social media grows, the harder it can be to keep up with. But there are several tools available that your Brand can use to stay ahead in the game. In fact, by 2018 around 30% of our online conversations will be assisted by machines.
By using social media listening tools, your practice can promptly reply to patients on your own social posts, as well as interact with other relevant posts and comments about your Brand. Here are examples of some helpful tools and resources your healthcare Brand could consider using:
4. Interact with patients
With the help of your social media listening tools, it’s important to interact with both current and potential patients. Replying and interacting with patients helps build relationships and gain their trust. Social media posts with helpful, interpersonal content helps patients see your Brand as genuine. Don’t be afraid to start a conversation. In fact, your Brand needs to be starting conversations through social media.
Discover a gap in the market, and fill it. The average response time for a Brand to reply to a patient over social media is 10 hours. Do better than your competition and show patients how interested and dedicated your practice is through timely and effective replies.
You can learn more about social media marketing and how it fits into an inbound marketing campaign by downloading our free eBook, Tools of the trade: 7 Fundamentals of an Effective Inbound Marketing Campaign.
Integrate your current social media strategy with inbound methodologies to strengthen your overall healthcare marketing strategy and attract more patients to your Brand. Let's chat and put the Hult Team’s experience to work for you. Feel free to reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can grow your healthcare Brand.