One example of a healthcare professional’s Facebook page.
I am often asked what role Facebook plays in healthcare marketing. Physicians want to know if they should be on it, hospitals want to know how to use it.
If you build it, will they come?
A common misconception is the “if you build it, they will come” philosophy. In my experience, social media sites, like Facebook, are not typically going to generate a large influx of new patients. Can you attract new patients with social media? Sure, it is certainly conceivable. However, it shouldn’t be expected. If your goal is to generate new business we can point you in a much better direction than Facebook, Twitter, YouTube, etc. In my opinion, social media should be used to strengthen the relationship you have with current patients. The people who already know you and trust you are most likely to “like” you.
Relationship Maintenance
When deciding on a social media strategy, think of your real-life relationships. Who are you friends with? Are they people who take, take, take and never give you anything in return? Probably not. The most successful business Facebook strategies take a multi-faceted approach. They inform their followers about special offers, events and other newsworthy topics. They also ask relevant questions to start discussions, they write happy birthday messages to their fans, they look for input to make their product better. And they do all of this on a manageable schedule.
How often should you post?
Companies that post several times a day will quickly get hidden or deleted by followers. You don’t want to be marked as spam. Put in place a posting schedule that is no more than once a day, but no less than a few times a week. This will keep your name relevant in your followers’ minds, and won’t overwhelm your social media captain.
Who should post?
There are many different options when choosing who should make posts on your behalf. Some physicians enjoy the task and take it upon themselves (Dr. Paul Nassif in Beverly Hills manages his professional Facebook page and it is one of my favorites to follow). Some practices have a staff member (perhaps a marketing manager or receptionist) handle the duties. Yet others choose to have a professional marketing firm, such as HRB, take over their social media strategy. Any of these options is great, as long as the posts are relevant, engaging and, most importantly, fit within the brand of your practice.