Whether you like it or not, social media is now an essential part of healthcare.
A survey of 1,000 consumers found that:
- 41% of people say that social media influences their choice of a healthcare provider or organization
- 45% said social media would influence their decision to get a second opinion
- 34% said it would affect their decision to take a certain medication
By maintaining a presence on social media, healthcare workers can interact with patients and prospective patients alike, building their reputation and fostering trust.
Dealing with time constraints
Social media marketing is a fulltime job, and it can be difficult to keep track of all the different channels while still providing your patients with expert care. You might be tempted to rehost the same content on multiple platforms just to save time. Unfortunately, different social platforms have different demands – in other words, what works on Twitter may not work on Instagram.
To avoid spreading yourself too thin, we recommend focusing on just one social network, at least at first.
But which one?
Choosing the right social network
The first thing you need to do is determine which social media platform your customers are already visiting. For instance, a company that targets Baby Boomers would be unlikely to benefit from marketing via Snapchat.
Our personal recommendation for ophthalmic marketing? Facebook.
According to a new Pew Research Center survey, Facebook is the social network that boasts the largest audience, with 68 percent of U.S. adults reporting a presence on the website. While other social networks tend skew younger (e.g., Twitter, Instagram, and Snapchat), Facebook is used by the majority Americans across a wide range of ages. In addition, 74 percent of Facebook users visit the site at least once a day.
Instagram was the second most popular social network, with 35 percent of U.S. adults claiming to use the website. Pinterest (29 percent), Snapchat (27 percent), LinkedIn (25 percent) and Twitter (24 percent) followed suit. YouTube – while not strictly a social network – attracted 71 percent of U.S. adults.
Your patients will come from a wide variety of backgrounds and ages. Facebook will likely encompass all of them.
I’m on Facebook. Now what?
Once you’ve set up a Facebook account, you can start connecting with your patients. You can share valuable eye health information, engaging articles, and more! By maintaining a consistent online presence, you’ll gain credibility in your patient base – and boost your SEO to boot.