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Using Social Media to Connect with Your Target Audience

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Social media has helped doctors and practices grow their business and patient base in recent years by offering doctors the opportunity to connect with their current patients, expand their patient base, and reach others who might be interested in their services. Although social media is just one aspect of the big-picture marketing plan, it can be utilized to help reach a larger audience and grow other parts of a medical practice.

Marketing your business on social media can bring more benefits than just connecting with your target audience. With a well-thought-out content strategy executed on social media, you can:

  • Increase brand exposure
  • Increase visits to your website
  • Generate more leads
  • Boost sales for online stores
  • Develop a loyal patient base
  • Increase interest and thought in your business

However, posting on social media doesn’t necessarily mean you will automatically increase your following or reach on the platform. Here are some best practices when it comes to connecting with your ideal audience through social media:

1. Optimize your social profiles

Ensure your profile has quick, easy-to-digest information in the bio or ‘about’ section of your social media pages. This information should communicate your brand value proposition with your audience while keeping your tone and style consistent. Your bio should catch the reader’s attention and make them eager to learn more. It’s also a good idea to include a call to action, such as ‘Make an Appointment’ or ‘Shop Skincare,’ to make it easy for people coming to your profiles to contact you.

2. Share testimonials and reviews

Sharing social proof of your business can help browsers convert to patients or clients. If people stumble upon your page on social media, they will want to see the positive things your current patients have to say about your business/practice. Sharing when your practice or doctors are featured in any third-party media coverage is also a great way to establish your credibility. This brings a more human touch to your brand experience and can encourage people to contact you or schedule a consultation to learn more about your medical practice.

3. Post when your audience is active

Creating a social media strategy is a big task, and you don’t want your hard work to go to waste. Be sure to look into your analytics to see when your audience is most active and post at those times for optimal engagement rates to reach the desired amount of people.

4. Incorporate your content into social media posts

Post all the content you have been creating on social media. To increase the visibility of a new blog, share an excerpt or key highlight to give your audience a teaser, and include the link for them to read the full blog on your website. This can also tell you which blogs perform best and which topics your audience is most interested in seeing. You can also share older, relevant content to engage with newer followers. If one blog performs particularly well, you can rebrand the graphic or share a different excerpt to catch the attention of people who may have missed it the first time it was shared.

5. Keep your audience engaged

It is crucial to post about things that interest your target audience to encourage them to engage with your posts, give their perspective, and ask questions. Instagram Stories are a great way to engage with your audience; you can use the sticker modules to ask an open-ended question, run a poll, or create a multiple-choice quiz to spark engagement. You can even add a link to easily direct your followers to your website to book an appointment, learn more about your services, or contact your team to answer additional questions.

6. Respond to all comments and direct messages

Your social media pages allow people to come and ask questions, so it’s important to reply to each person showing an interest in your practice. When you genuinely engage with your audience and build relationships with them, they feel valued and are more likely to become a loyal patient. Customer service is an integral part of social media marketing and a positive experience interacting with your social media account can determine whether they seek out more information about your services or book an appointment.

Direct messages are also an excellent opportunity to include links to your website to increase website traffic. If someone DMs you about a specific treatment, you can answer their question in a few brief statements and include the link to that procedure page so they can learn more and schedule an appointment. This is a win-win because they get the extra information they were looking for, and you increase your website traffic, helping your website rank higher.

7. Create high-quality graphics

Social media posts that include some form of imagery (video, animated graphic, photo, etc.) typically outperform posts by more than double or triple the engagement rate of posts with just plain text. Infographics and videos can make information easier to consume and can help people connect with your content and brand. Live videos can help encourage more authentic interactions with a live Q&A or webinar.

More goes into social media than just taking a picture, writing a caption, and posting. With a few optimizations and a deliberate content strategy, you can see all of your metrics increase. These tips can take your social media marketing to the next level, improving your engagement, promoting your brand, and finding an audience that embodies your company’s values.

Perfect Your Social Media Strategy With GMG

Our expert team of social media strategists, experienced writers, and SEO specialists can create accurate and highly engaging content for your medical center’s social media accounts. Whether you’re looking to market your business through Facebook, Instagram, TikTok, or LinkedIn, Goldman Marketing Group is here to help. Contact us today to schedule a consultation and learn more about how we can step up your social media game.

See article as printed in the American Society for Dermatologic Surgery’s publication Currents.

Categories: Social Media