Just think about it – 20 years ago, this social media guide would not even exist. Social media was virtually non-existent, and healthcare businesses were 99 percent offline. Now, the landscape has drastically changed. In today’s world, you risk falling behind your competitors if you’re not actively engaging on various social media platforms. This is especially true considering the impact of the coronavirus pandemic, when social media became a crucial source of information for many.
Now, it’s time to take action. Without a well-defined strategy, you’re essentially shooting without knowing the target. That’s why it’s crucial to have a detailed plan that will empower your LASIK business to thrive on social media.
So how do you use social media for your LASIK practice? How should you take advantage of this amazing technology and reap the benefits? Let’s take a look:
#1 – Educating Patients
As a healthcare business, the best social media strategy for you is to educate your audience. This aligns perfectly with the intent of your followers, as they are seeking information when they choose to follow your social media profile. Failing to provide them with valuable information may prompt them to seek it elsewhere.
There are several effective ways to distribute information through your medical social media profile. You can opt to create engaging videos, share insightful blog posts, or utilize static images that convey relevant written content.
Typically, videos tend to generate more traction than photos alone. Additionally, you can share article and other types of content on your social media platforms, but it’s important to note that this is often a method of redistributing existing content. Rather than crafting a blog solely for social media, it’s better to leverage an existing article that you may already use for search engine optimization (SEO) purposes. By repurposing this valuable content, you can effectively distribute it through multiple social media channels.
#2 – Help Patients Become More Comfortable
Yeah, you got that right – most patients are not particularly excited about going to a doctor. And this is especially true when it’s about eye surgery. Patients are scared, and a good doctor must make them more comfortable.
People are affected by the white coat syndrome (when a patient gets very anxious about being in a doctor’s office), but keep in mind that around 20% of Americans have not visited a doctor in the past year. Even a routine check-up can be intimidating for prospective patients, and this anxiety is amplified for those who may be facing a potentially difficult diagnosis.
This highlights the crucial role of empathy in healthcare practices when it comes to alleviating patients’ concerns. Social media platforms provide an excellent avenue to showcase the measures you take to make patients feel comfortable.
You can also show your commitment to creating a welcoming environment. This can include sharing stories and testimonials from satisfied patients, highlighting the compassionate care provided by your staff, and showcasing the welcoming atmosphere of your practice. By doing so, you can establish trust, build a sense of community, and reassure prospective patients that their well-being is your top priority.
#3 – Being A Part Of The Community
Competition within the healthcare sector is a delicate topic. Nevertheless, it’s important to recognize that within any given specialty, there are numerous providers available, and it’s natural for prospective patients to explore their options.
Social media platforms offer a valuable opportunity to showcase the unique strengths and attributes of a LASIK practice, enabling them to present themselves as transparent and personable to prospective patients.
Through social media, LASIK practices can demonstrate their expertise and excellence by showcasing their employees in action. This can include sharing behind-the-scenes glimpses of medical professionals providing compassionate care, highlighting their skills and dedication.
#4 – Bust The Most Common Myths
Misinformation is a major problem in the healthcare industry. Many individuals without a medical education find healthcare to be a complex and uncertain realm. In a society where healthcare professionals themselves may dispute the effectiveness of vaccines, there is immense value in establishing your brand as a trustworthy source of reliable information.
By positioning your healthcare brand as an online authority, you can provide substantial value to your audience. It may take time to build trust and credibility, but the long-term benefits are considerable. One effective way to combat misinformation is by debunking myths. This can be achieved through various approaches, such as conducting interviews with experts in the field, referencing reputable research studies, or allowing experts to address your audience through videos or live Q&A sessions directly.
#5 – Engage With Influencers In The Industry
Influencers can be precious assets for boosting your social media presence. Surprinsingly, you don’t necessarily need a famous influencer to achieve this.
An influencer has a large following on an online platform, and this definition can certainly encompass medical professionals with a strong presence on social media. Interestingly, people tend to trust medical professionals more than the content they read online. A recent survey revealed that more than 90 percent of respondents said they would trust a doctor’s advice vs. something they read on the internet.
This presents a unique opportunity for healthcare brands to gain credibility by partnering with reputable medical professionals with a robust online presence. By building professional relationships with these influential figures in the healthcare environment, you can enhance your brand’s reputation and authority in ways that would be daunting to achieve through other marketing channels.
By associating your brand with trusted medical professionals with a substantial following, you can leverage their influence to establish credibility and expand your reach. Their endorsement and recommendations can carry significant weight and resonate with your target audience, fostering trust and enhancing your brand’s reputation.
#6 – Track Performance, Test, And Track Again
Consistency in posting content is crucial for social media success. However, it’s equally important to maintain variety in your posts. Simply repeating the same content will not engage your audience effectively. That being said, specific types of posts may outperform others, for different specific audiences and brands. This is you should pay attention to your social media statistics and analytics.
By utilizing social media analytics, you can gain insights into the performance of your posts and identify what resonates best with your audience. This information allows you to make data-driven decisions on the types of content to prioritize, which can fast-track the growth of your medical social media account.
It’s important to note that there is a lot to learn when it comes to utilizing social media analytics effectively. Each social media platform has its own analytics dashboard, and it may require some time to familiarize yourself with each interface and understand the metrics it provides. However, investing effort into understanding and interpreting these analytics is worthwhile as it allows you to make informed decisions about social media content strategy.
#7 – The Power Of Reviews Or Testimonials
Social proof is very important for your brand’s strategy on social media. The reason is simple: most consumers “always” or “regularly” read online reviews when looking for local businesses.
Therefore, incorporating reviews or testimonials into your social media plan is crucial, although it is a long endeavor. If you have satisfied customers, encourage them to write honest reviews on social media profiles. Over time, you will accumulate a substantial amount of reviews that serve as powerful social proof for your brand.
Furthermore, reviews provide additional benefits beyond social media engagement. They contribute to your search engine optimization (SEO) efforts, as search engines consider reviews as a ranking factor. Similarly, you can showcase these reviews on your website, creating valuable assets beyond social media.
#8 – You Can Build A Community For Your LASIK Practice
Regarding social media marketing, it’s important to focus on more than just the number of leads generated. Instead, view social media as a long-term game that requires cultivating a sense of community before reaping significant returns on your investment.
Building an online community around your healthcare business is best achieved through active interaction with your audience. This involves responding to comments and engaging with individuals who ask healthcare-related questions. Taking the time to provide thoughtful and helpful responses demonstrates your commitment to serving your audience and establishes your brand as a reliable source of information.
Expressing gratitude and appreciation to individuals who acknowledge and support your work is equally important. Responding with a simple “thank you” can go a long way in building a positive rapport with your audience and fostering a sense of community.
By consistently engaging with your audience, you foster trust, build relationships, and create a welcoming environment for individuals to connect and share their experiences. Over time, this sense of community will lead to increased loyalty, word-of-mouth promotion, and a greater return on your social media investment.
Remember, building a community takes time and effort. It requires active participation, genuine engagement, and a commitment to providing value to your audience. By nurturing this community, you lay a solid foundation for long-term success in your social media marketing endeavors.