#1 Brand Recognition
An active social media account can help to build the doctor’s brand. This is because with consistent posts and repeat exposure, people will come to recognize the brand and become familiar with it. If posts are of substance and people find them valuable the brand will become synonymous with meeting their needs for medical information. As the doctor posts more and more content, their brand’s influence will continue to grow online. This could mean more exposure to not only the local community and people who are searching for a new doctor, but exposure to other professionals and businesses, even on a large-scale, global level.
#2 Build’s a Sense of Community
While social media is a long-term investment that builds upon itself over time, the doctor’s office can work towards this end by gaining more followers and cultivating relationships with them. To build a loyal following the doctor will need to post content that speaks directly to what their followers need. In this sense, social media marketing and content marketing for doctors go hand-in-hand. Content marketing or the strategic use of online content like social media posts, graphics, videos, and blogs is a great way to build a loyal community of followers. As the number of follower’s increases, a community of those who believe in the doctor’s services is cultivated. Good content will engage these prospects, it will increase the number of potential leads who may eventually schedule an appointment with the doctor, and it will help to get conversations going surrounding what people are searching for in terms of a good medical provider.
#3 Establishes the Doctor as a Thought Leader
A social media account also creates a unique opportunity for the doctor to establish themselves as an authority figure in the medical field and the local community. Keep in mind that the information shared by the doctor becomes an extension of their personal and professional brands. This content is a valuable resource for social media followers who have specific questions and concerns that need answering. When a doctor precisely answers these questions, they position themselves as a thought leader and as someone who can be trusted as an industry authority. In this manner, the doctor can freely engage in on-going, informational, and helpful conversations with the public. This will help to boost their image as a medical provider and will make it more likely for prospects to convert into regularly seen patients.
One of the top reasons doctors should engage in social media marketing is because of its potential to generate leads. This includes both active and passive leads. For instance, consider each new follower as an active lead. These are people who have expressed interest in what the doctor has to say. Also consider those who may view the social media page but who do not actually sign up to follow it. These are passive leads. They could simply view the information from time-to-time and make note of it for future reference. There is no limit to how many people are exposed to the doctor’s social media page due to the ubiquitous nature of the internet. A robust social media page will attract attention from those who are curious about the brand and can ultimately help to convert these individuals into customers.
#5 Public Expectations
Believe it or not, people have come to expect modern businesses to have a presence on social media platforms. And for those services that do not have a social media presence, the public may look at them as old-fashioned or out of date. People will take notice when a company is not on social media or similarly if they are on social media, but rarely post content. This is why it is so important for doctors to take advantage of this proven opportunity to improve their online visibility and grow their practices.
Today, billions of people access their social media accounts in order to stay connected with friends, family, and businesses with whom they admire. This includes doctor’s offices in a local service area. Social media marketing allows doctors to meet their potential patients where they are, in internet-based environments that the customer is already familiar with. For doctors who take advantage of this great opportunity, the returns are endless. To learn more about the many benefits of social media marketing for doctors, contact a team of marketing specialists today.