Why social media for a medical practice?

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What are the benefits and risks of engaging on a social media platform? The last thing we all want to hear is the response: “everyone else is posting on social media, so should we.”  As an individual, we all have very personal opinions of engaging or not engaging in social media. As a medical practice, let’s think about our patients and their parents and what might be expected of a medical practice or business today.

As of 2013, 86% of clinicians were already using smartphones in their daily work and using search engines to help diagnose and give care to their patients. (http://www.epocrates.com/oldsite/statistics/2013%20Epocrates%20Mobile%20Trends%20Report_FINAL.pdf.)  It is mainstream now to talk of website responsive design (websites that automatically resize to the device), search engine optimization (how the website ranks on the major search engines like google) and content creation (answering the questions your patients have).

http://blog.hubspot.com/insiders/digital-marketing-in-healthcare

So why not think of Social Media as a forum for your practice in digital marketing and patient engagement?

Audience:

Engaging in social media doesn’t mean your practice needs to be everywhere. The important thing to determine is which platform has your patients’ engagement or in pediatrics … “Where are the parents?” The parents’ ages now range from 18 – 50 and this demographic, mostly female but some male, are on Facebook.  (They are on Instagram too but let’s leave that alone for now).

Facebook has an “insight” or analytical tool just like google analytics where you can track and determine the demographic engaged. For the many Facebook pages, the likes and reach are mostly the moms. If you are on Facebook, you will notice there has been a proliferation of “Mom groups.” I live in the Highlands and participate in the “Highland Mamas.”  Our group has over 200+ members and weekly someone new to the neighborhood is asking about a pediatrician referral. These kinds of questions play out in the Midlothian, Short Pump and West End Mom groups too.

Control

Facebook allows for people to check in at locations. Patients can check in and it drives traffic to the Facebook site location. This is good news unless the page is not official. By checking in to a location, people can create “rogue” pages and control the content.  In order to control Facebook presence, we create a professional page and claim it with Facebook. All other “rogue” pages can be easily deleted. Facebook allows different levels of privacy.

Communication and Content

Facebook is great for educating parents and patients.  Facebook content allows for branding and creates creative space for fun with the audience. It also is a great tool for quick informative posts about the office telephone or office closures. It is a great place you can write posts and educate your audience  you in a place they are already.

Content generated in other collateral such as website blogs or email newsletters can be easily repurposed on Facebook. Facebook loves video content and the young generation loves video too. There are Facebook video tools like Ripl where you can create quick videos with pictures with licensed music.  Video posts do very well which means they reach more potential patients.

Search Engine Optimization and Referrals

Facebook engagement helps with website search engine optimization organically.  Google picks up new content and can help your website move closer to the first page or top of the first page. This is important because 90% of website users rarely venture off the first page.

Facebook creates a place to subtly advertise and obtain referrals. Content sharing can be the first thing a parent remembers when searching for a new pediatrician. Patient/Patient or parent/parent referrals are very powerful in medicine. If you get the opportunity, ask your parents how they heard about you or your practice.

Cost

Planning campaigns and organizing content is an inexpensive way to maintain a constant presence on Facebook. Facebook content is an inexpensive way to create brand awareness, subtly advertise and gain referrals all in the guise of education within social media.

Best Practices

  • Patients will identify themselves as patients or parents of patients. This is HIPPA compliant. Clinicians should refrain from responding back to the medical question as a clinician or verifying the patient/physician relationship. Responses back should be general in nature and always ask for a follow-up phone call.
  • Pictures of patients should have their consent if posted by the clinician or administrator.
  • 5:1 Rule: 5 posts that are relevant to Patient Questions to 1 Post about medical services.