All business have very similar objections to using Social Media Marketing in their business development and communications strategies. However, the businesses who are using Social Media (including medical practices, hospitals, therapy providers, etc.) are finding ways to go around their initial objections and, ultimately, reap the benefits of Social Media:
- Affordable Marketing for greater reach than traditional methods. Doctors can build or sustain their practices with the amount of new patients that can be found within a variety Social Media platforms. Using tools such as Google Analytics or Facebook Insights can provide you ROI (or even Social ROI - SROI) values.
- Improved patient relationships result when doctors provide useful information about health management. Getting "social" doesn't mean you share your party selfies or travel plans. It's about having a give and take "conversation" about the needs of your audience and the professional information you can share that relates to those needs. Of course, you will not give personal health advice or reveal any person's private health information. But, you will create a trust and following among your social media contacts.
- Outshining the competition is never a bad thing. Your social media participation can position you as an expert, a leader in your field. And, if much of your competition is still afraid of social media, you can definitely leave them in your dust. You will be seen not only as an expert but as a progressive professional. And what if you do get a bad review? It can happen even to the most perfect. But staying on top of the social chatter and keeping on track with your strategy will resolve any negative issues that may (or may never) come up.
As always, I welcome your feedback and questions!
Carole
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