Whether it is social media or review sites, choosing the right online platforms is challenging. Some offer extras for paid services. Some appear higher in online searches. Still others engage your patients. No one medical practice can do everything and do it well. Thus, choosing the right online platforms is important for your marketing and your bottom line.
Choose the Online Platforms that Offer the Biggest Bang
Google My Business is vital to your medical practice. Everything you do on Google builds to increase your online visibility. While you can’t see much engagement, this information appears in maps, searches, pictures and more. Get busy on this one.
- Claim and update your Google My Business Profile
- Add pictures and posts
- Request and respond to your Google reviews
Facebook continues to improve its social media reach and advertising. Like a website, it is imperative to have a Facebook page. This is one of the top platforms to find patients. Post frequently for engagements and extra reach.
- Ask patients to like your page
- Use a variety of posts, including pictures, videos, products and staff
- Boost high-performing posts for additional reach
YouTube videos integrate seamlessly with social media channels. YouTube is the “right online platform” for a medical practice. You don’t have to be a great videographer. Simply video a patient testimonial, tips or someone talking about a product.
Reviews need to be aggregated. Create strength by bringing them all together and highlighting your best. PUMC’s Global Online Review Management can help.
Online Platforms that Give You a “Maybe” Bang
Instagram is a great site for sharing pictures. It integrates great with Facebook. Medical Spas often have daily pictures that work well on Instagram. That may not be true for a plastic surgery practice. Frequent updates are vital here. Evaluate if you have enough new pictures to maintain this site before you start.
Yelp is a great online review site for active Yelpers. It appears in high in Google search results. Definitely, you want to have a free Yelp listing. However, we recommend optimizing other review platforms before paying for additional Yelp services. Here’s a quick video that tells you why.
Twitter is great for celebrities and other famous people. But, we’ve found that it rarely works for plastic surgeons and medical spas. We recommend connecting your Twitter to your Facebook page. Maintain both with each post.
Pinterest is another online picture platform that appears in Internet searches and has a following. While this is a great channel to increase your brand’s visibility, it falls second to Instagram for medical practices in our opinion.
SnapChat is visual platform to watch. Content disappears several seconds after being viewed. It’s a fun way to increase brand awareness for specials and tips. Right now, it’s not on our recommend list simply due to time requirement. That could change as the reach increases.
Questions to Ask Yourself about Online Platforms
How much time do you & staff have? If you have extra time, try extra social media channels. If you’re pushed for time, trial and error is a luxury that you don’t have the time to do. Choose online platforms that give you the biggest bang for your time.
Where’s your audience. Analyze the channels to know where your competitors are and where your patients are. It’s better to optimize one channel than to have 5 channels that aren’t maintained.
What’s your preferred type of content? Visual content is great for Facebook and Instagram. A YouTube channel doesn’t make sense if you have one video a year. Content plays a role in choosing online platforms that make sense.
Which channels are emerging? Definitely, you want to jump on the emerging bandwagon if it works for the plastic surgery industry. However, don’t go there if you can’t maintain it.
How many channels can you afford to manage (time and money)? You don’t have to do all of it yourself. Assign a staff member to maintain it. Outsource it to a freelancer or your marketing agency. Or, your strategic plan may include a combination of these options.
Obviously, many details go into choosing online platforms that help you market your medical practice. If your online visibility needs help, contact PUMC’s specialist for an assessment. We’re always happy to brainstorm ways to help you optimize your online platforms while saving time and money. Let’s talk.