How to Create Engaging Social Media Marketing for Medical Practices | 5 Tips
Wondering how to create social media marketing for medical practices? If you are an Operations or Marketing Manager for a medical practice who is wondering how to safely create consistent and engaging medical social media marketing content, you are not alone. Our experience working with several medical practices in Colorado over the years has given us quite a few tips and tricks for garnering high engagement rates while maintaining patient confidentiality.
Here are 5 tips to create engaging social media marketing for medical practices while respecting patient confidentiality:
1. Highlight Your Medical Providers
If your patients keep coming back for medical advice and care, chances are they have a favorite provider. We find that when we highlight each individual provider with information about their educational background, credentials, and personal life, we consistently see high engagement rates.
Our provider posts often see the highest engagement out of all of our posts each month. For example, a recent post highlighting Dr. Thoman Anderson at Orthopaedic & Spine Center of the Rockies reached 1,880 people with 282 engagements.
We stand by the fact that people love hearing about and seeing other people, especially in the medical field when it comes to hearing about the doctors, nurses, and other practitioners who work so hard to care for their health.
2. Ask Your Patients for Testimonials
Asking your patients for testimonials is not only a good practice to build content for social media, but it is also a great way to build your company’s authority. When past or current patients review your staff and practices in a positive manner, new patients will notice when doing their online research.
Plus, positive Google reviews contribute to your search engine optimization and might even boost your Google ranking over time.
To incorporate testimonials into your medical social media marketing strategy, use portions of quotes on company-branded designs along with a thankful caption. Similarly, you can also use the entire quote in your post copy and pair it with a picture of one of your providers with a “patient.” We use the word patient in quotes here because due to patient confidentiality, it is often not advised to capture pictures of patients to use for social media purposes (or any other marketing purposes). We recommend staging pictures with your staff or non-patient friends/family to use for your social media marketing images.
Our next section talks about how to highlight your patients with patient consent.
3. Highlight Your Patients (With Permission)
This might seem confusing – in the last section, we advised against posting pictures of your patients with your providers due to HIPPA. While that is true and patient confidentiality must be respected, there are some strategic ways to highlight the people you care for.
For example, we work with The Youth Clinic, a pediatrician practice with multiple locations in Northern Colorado. To highlight their adorable patients (with explicit parental permission) we run an annual campaign called “Kids Spotlight” where we ask parents to submit pictures and a little information about each of their children. Upon submitting their entries, each parent agrees to allow us to publish information about and a picture of their child on our social media platforms.
Our Kids Spotlight posts receive the second-highest amount of engagement behind our provider highlight posts. We highly encourage all healthcare providers to highlight patients like The Youth Clinic highlights their little ones each month!
4. Ask Real Questions
Questions are by far one of the most common and successful ways to engage with your audience on social media. Whether you are asking questions via social media posts or asking with polls on your social media stories, there are various ways to engage with your audience through questions.
Do you work for a pediatricians office? Talk about fun recipes to cook in the kitchen with kids. Then, ask your audience what their favorite family-friendly recipes are.
How about hospitals? Tug at your patient’s heartstrings by asking them which nurse was by their side when they went through a difficult medical procedure. Tie that post in with National Nurses Day, which is happening on May 12, 2021.
There are so many ways to incorporate questions into your medical social media marketing strategy, but we urge you to think about what is most important to your patients when brainstorming questions to ask.
5. Talk About Recent Health Research
When medical professionals raise awareness for new research or discoveries about hot-topic health concerns, people want to hear about it – especially if it directly relates to your practice and/or the ailments you treat.
Exposing your audience to real-life solutions to their problems is one of those factors that pull on their heartstrings. If your medical practice shares content about a new treatment that the FDA approved that will help alleviate sciatica issues without surgery, that is a sign to your patients that your doctors are keeping up with the latest medical information and will be able to use that new information to solve their health issues.
We find the best way to accomplish this is to subscribe to your favorite medical industry website’s newsletter to find out the latest in health research. Or, ask your providers to forward information they find in their monthly research so that you can share it with your social media audience.
Creating engaging medical social media marketing posts into your strategy does not have to be difficult. We hope these 5 tips will help increase your medical practice’s engagement and awareness over time.
If you don’t have a content strategy or need help with your current strategy, contact OTM today to learn how we can help!
Video is an often overlooked method of connecting with future (and current) patients and building credibility, especially in the medical industry. Since the beginning of the pandemic, more and more services have switched from in-person to hybrid or 100% online and people are utilizing digital platforms more than ever for things like finding credible providers and hosting virtual visits.
Video marketing for doctors is becoming more necessary in helping form personal connections by allowing people to get a sense of their doctors before scheduling a visit.
In this blog, we will cover why you should use video marketing for doctors, types of videos to make, and tips for ensuring your videos are successful.
Why Use Video?
Video marketing for doctors isn’t just about making specialist introduction videos to post on a website. Patient testimonials, informational videos, introductory videos for doctors, and office overviews are great tools to engage your audience and turn curious viewers into lifelong patients.
The first and most important outcome of video marketing for doctors is establishing trust and credibility.
When a patient can watch a quick interview with their physician, they feel a connection and gain an understanding of the doctor’s background, qualifications, and personality.
Many people searching for a provider will automatically self-disqualify if they feel a practice or particular physician may not be a good fit, so providing them with a glimpse into a doctor’s personality will help them feel at ease, knowing in advance who will be trusted to care for them.
They may feel drawn to a particular physician based on personal or medical backgrounds, forming a bond that helps the patient feel at ease with their provider choice.
On top of building trust, video marketing for doctors establishes a platform for education. People turn to the internet to search for medical information that pertains to their situation, so being a source of accurate information is a valuable way to position your practice. It also helps deter misinformation, as these videos are being produced by experts in the field and hosted by credible sources.
Video Types for Successful Marketing
Many people search the internet to learn about their diagnoses and potential treatments, which is where informational videos come into play.
As a doctor, you may often find yourself explaining complex concepts to your patients repeatedly. If there’s a topic that comes up often in your practice, it’s probably a great subject for an educational video.
People usually turn to the internet to learn about a diagnosis or treatment before visiting a specialist, so providing accurate information is a great way to help guide a patient on their health journey. As a bonus, you’re establishing your expertise while providing education.
Patient testimonials are another great tool to show your audience proof of credibility. Since video is more personal than a text-based review, patient testimonials can feel more like a friend’s referral. The audience can see the patient’s genuine enthusiasm and may feel more invested, as a result.
Introductions and Office Tours
Introductions and office overview videos provide a glimpse into the world of your practice. Viewers can get to know doctors, their backgrounds, their personalities, and take a tour of the office before even scheduling an appointment. Providing this type of content is an important part of video marketing for doctors, as it establishes a welcoming atmosphere for anyone considering an appointment.
For example, check out this introduction video we did for a new doctor joining the team at the Orthopaedic & Spine Center of the Rockies.
This video is great because it’s short, informative, easy to embed on on a website, use for a social post, or include in an email newsletter.
Tips and Tricks for Great Videos
Consider recording audio separately from video. You can find inexpensive, great quality unidirectional microphones to use, and this is an easy way to automatically increase the production value and professional feel of your video. A great tip to remember is to use a clapboard or have your subject clap in front of their face when sound and video are both recording, as it helps when the time comes to sync audio to video during editing.
Lighting is another simple way to increase production value and make your videos look more professional. Simple, soft lights are preferred (even a large ring light is a great investment for this) and will help fill in any dark shadows if you’re also using overhead lighting, which can be unflattering on its own.
There are tons of great resources online that explain three-point lighting, if you’re looking to step up your lighting game even further. If you don’t want to use separate lights, natural lighting is a great supplement. For this, place your subject facing a window (don’t place the window behind them) and the natural light will be much more flattering than overhead indoor lighting.
When framing your scene, keep it simple. Avoid clutter in the background, and have your subject stand slightly off-center. While we love visual interest, a lot of background items can be distracting, so it’s a good idea to stage an area so it feels welcoming and clean, without distracting from the subject matter.
You may have a lot to say about your subject matter, or want to help a new doctor get a complete introduction out into the world, but keep in mind that most people do not have the attention span or interest to watch a long video online.
Keep it simple! Ask yourself, “what are the main points I want to get across?”
It’s always better to provide the necessary facts and invite a viewer to contact your office for more information, or refer to an article or blog post that explains your video topic in more depth.
We want to establish trust, get to the point, and invite people to interact with your content. Keeping videos under two minutes is a great rule of thumb. If you have a longer video, consider breaking it into shorter clips for social media.
Include a CTA
A CTA, or “call to action,” encourages follow-up from viewers. It’s as simple as listing your phone number or website at the end of the video and saying something like, “for more information, get in touch!” You may want to offer a link to one of your blog posts or to the contact page from your website. The point is to encourage people to do something based on the content you’ve provided. Video marketing for doctors isn’t just about getting your practice seen; it’s also about creating a comfortable space for interaction with people who may be looking for guidance or services you offer.
Why a Distribution Plan is Important
Once you make your videos, where do they go? If they sit on your website, you may notice very little interaction, so creating a distribution plan will ensure you make the most out of your videos. When deciding how to utilize your content, you should first establish the purpose of each video. Is it short and educational? This may be a great candidate for not only your website, but YouTube and social media. Is it a tour of the office? In addition to your home page, this may be a great video to embed in a marketing email for new or potential patients. For more information about full funnel marketing check out this blog we wrote.
Think about what you want your video to accomplish and where it could best achieve those goals. Don’t be afraid to post cross-platform, either! The more people your video can reach, the better! Video marketing for doctors can be tricky, so don’t hesitate to reach out to a marketing agency with a video production team if you want help figuring out a plan or managing distribution.
No matter where you are in your marketing process, video marketing for doctors can be an effective way to humanize your practice and establish your expertise. Video brings people together and offers a more personal experience, which is why people are often more receptive to video marketing. With these helpful tips and ideas to keep in mind, you’ll be able to up your game and see more online interaction with easily made, high-quality videos.