How to entice patients using social media for clinics

by on May 31, 2013

doctor conversing with patientWhen it comes to figuring out how to stretch a marketing budget to perform well at both attracting new patients and holding onto existing loyal ones, it’s important to know how to employ the most effective marketing techniques for your practice.

According to a 2012 survey of more than 1,300 small business and nonprofits by the online marketing service Constant Contact, three key factors — blogs, websites and social media engagement — are viewed as critical for enticing new customers while also retaining existing ones.

Here are tips for healthcare businesses to help you make best use of these social media marketing tools: 

A busy blog signals a healthy business

If you’re not updating your blog frequently with fresh content, repeat visitors may get the impression that not much is going on in your practice. It’s important to stand out and get noticed by existing or prospective patients by posting new blog entries.

Not only will frequent updates boost your traffic, it will remind them about the character of your business by providing a constant voice and a face.

Of course the same idea applies to Facebook and Twitter activity. Keep the lines open so people have a reason to check out your web presence.

Don’t bore your audience

Focus on your ideal patients. Remember the average visitor to your website or blog is someone who could probably care less about industry soirees you’ve attended or accolades your company has won. Unless you’re communicating the fact that you offer solutions for potential patients’ problems, people might see little reason to keep clicking through.

If you want to keep them enticed, gear your content towards common problems or questions and how you’d propose to help them. Potential patients will want to work with a business that can prove it knows what it’s doing.

Link up your online marketing strategy

Think about where people begin their relationship with you and make it easier to access additional information about your firm. Connect your website, blog and other social media together via links. By interconnecting your online bases you can build a funnel to your website, increasing your marketing reach and potentially boosting traffic.

People heading in one directionBut do this wisely. You want to drive your followers on social media platforms  to your blog and website, not the reverse. Think of your website as the central hub and your social media platforms (blog, Twitter, Facebook, Linked-In, etc.) as giving people a path to your blog and website.

This means including social media ‘follow’ and ‘like ‘icons on your blog and ensuring your Twitter, Facebook and other profiles make it easy to navigate to your blog and website. Your social media activities are your ‘Nice to meet you’ introductions that spark familiarity, interest and trust. Your blog showcases your expertise and knowledge, further build familiarity and trust that can lead people to your website, hopefully prompting them to send an email message or calling or visiting your offices.

Let your expertise be your promotion

If you want to promote a new product or service, make the call-out on all your online media platforms, but do so tactfully and infrequently. This could be done by teasing a bit of information on a tweet and linking to a blog post where more information could be gathered about that health service  or product.

What challenges have you encountered enticing new patients to your practice? What problems do you think are unique to healthcare marketing?

Related posts:

7 compelling reasons for a small business marketing blog
Local Business Marketing: How Good Is Your Website?
Top 5 mistakes of small business marketing blogs



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