As a practice owner, your goal is to help as many people as possible. Whether it’s with chiropractic, holistic medicine, or Nutrition Response Testing the more people you reach, the more you can help to get on the road to better health.
The number of people searching on mobile devices is skyrocketing and a huge number of them are looking for help with health issues. Nearly 60% of patients turn to the Internet to increase their knowledge and seek advice for a health issue.
So obviously you must rank high on Google for your keywords, so you can be found when they search.
What About Social Media?
Many practice marketing and SEO companies say you should not bother with social media. If you’re found in Google, you’re good to go.
While you may not have as much competition in Google for Nutrition Response Testing, in large cities there will be several practitioners. Competition for chiropractors is fierce.
And someone searching for help with a health issue might not even know about Nutrition Response Testing or think about looking for a chiropractor. They’re probably searching for the condition, like thyroid problems, allergies, or post treatment Lyme disease symptoms.
How Social Media Works for Practice Marketing
We know that people are wary about jumping straight into a purchase on the first contact online. It can take up to seven "touches" - finding you in a search, visiting your website and seeing your content on social media - before they trust you enough to engage and make an appointment.
Getting the people who find you in search to like and follow you on Facebook is a great way to start a relationship with a prospective new patient. They get to know you and they see how helpful and knowledgeable you are. And the reviews from your patients build trust.
The Quality of Your Social Media Content
Simply posting something, anything, every day won’t get you the result you need – a community of interested and engaged patients. Put some thought into the content you post. Would it catch your eye if you saw it in your news feed? Would you read it? Would you comment, or share it with your friends? Or is it “blah” and boring?
A Facebook Community
Once you have built a community of loyal Facebook followers, more people see your content and engage with you. It does, however, require that you tend this community,
Watch for notifications and messages and respond. Invite the people who like your posts to also like the page and follow you.
Check the statistics on your posts and learn what kind of content your followers find interesting and useful. Use that knowledge to adjust your content strategy and increase engagement.
Facebook is not a direct sales platform. It’s a branding and thought-leadership space. You gather a group of like-minded individuals and lead them into a conversation about topics that they find valuable and interesting. And they reward you by becoming a loyal patient and referring others to you.
It’s a very valuable practice marketing tool.
GET PROFESSIONAL HELP WITH YOUR PRACTICE MARKETING
As a practitioner, you should concentrate on doing what you know best - working with your patients. Let us do what we know best – practice marketing.
Sally Falkow has been at the forefront of digital marketing since 2003. Her work with businesses both large and small has been acknowledged with several awards. At UNS Marketing she is focused on helping health care practitioners reach more people and help them get on the road to health.