As social media continues to have more relevancy in business, healthcare professionals and organizations are having to find ways to connect with their audiences online. This might seem easy for a restaurant or clothing company, but for healthcare, the struggle to post relevant information on the right platform aimed at the right people is a challenge.Social media is a magical tool that allows dentists and clinics to create relationships with followers they otherwise may not have reached. It fosters conversation, thought leadership and trust. It can also lead to conversion of followers to patients.Before we talk about different platforms, I’ll share with you my overarching social media rules:
Instagram is a platform that primarily connects you with a younger, female audience. Think about the moms booking the appointments for the family. Instagram is a visual platform, so photos matter. This is where a lot of dentists run into a challenge. Try not to look at Instagram as a direct sell, rather, provide valuable and relatable content to your audience. You don’t need to always talk about your practice when you post. Try talking about things related to overall health and wellness. Foods that are good for your teeth, tips for dental emergencies and family wellness are a few examples.
Facebook has loads of tools for dentists and clinics to help drive leads. Patients can book appointments directly on the page or from an ad. They can message the clinic with questions and leave reviews raving about their experience. Facebook is a great platform for direct-sell posts. Talk about why your practice stands out from the rest or remind patients to book their cleaning. Direct-selling works on Facebook because unlike personal profiles, business pages are less likely to show up in the newsfeed. Facebook is a great place to share industry news and research. If your practice has a blog, promoting it on Facebook not only gains views but shows thought leadership.
LinkedIn is a professional-networking platform. I wouldn’t say this is the first place a dentist or clinic should focus their social media content, but it can offer some benefits. I suggest using LinkedIn if:
We’ve helped clinics gain new clients through digital and social marketing. One client gained a whopping 150+ clients in 2018 through online bookings alone - that’s a value of over $150,000!If social media is something you’re looking for help with, we’d love to chat.
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