How Your Private Practice Can Benefit from Social Media 

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If social media isn’t your thing, we get it. Endless timelines, hashtags, and notifications can be exhausting to keep up with, and if you’re not interested in staying connected, what’s the point?  

But when it comes to your private practice, all those things matter. And the more you get, the better- it means more people are interacting with your brand.  

The COVID-19 pandemic supercharged the online frontier, as it provided safe places for people and businesses to connect with one another amidst social distancing restrictions. Though continued vaccine rollouts mean we’re moving away from the COVID-19 era, the importance of social media isn’t going anywhere.  

Private practices who know how to leverage this reality will benefit significantly more than those who don’t. While many practices already have profiles that feature office information and a few posts here and there, not many tap into the full potential that social media can bring.  

We’ve listed some benefits of social media so you can see how your private practice can benefit from a booming online presence.  

 

1. Exposure and SEO  

We’ve talked about the importance of SEO before. It’s a marathon kind of accomplishment that you should always work towards so that more people can easily find your private practice when searching for healthcare. In order to establish SEO authority so that your website appears at the top of a Google search, you need to put as much content as possible out there so that more people have reasons to visit and engage with your site. Though social media accounts and activity don’t directly play into your website’s SEO authority, they can provide exposure to your brand and lead people to your website. If you have a blog, for example, you can share articles on your social media, leave links for people to click on, and drive more people to your website. Any link you provide to external sources that drive people to your website will increase your SEO authority, and social media is a great place to display those links and put them in front of an audience. Be sure to establish social media pages that are relevant to your target audience and to post strategically so that more people can see them and click on the links. This includes finding optimal social media usage times for your target audience, joining relevant groups filled with people who are likely to engage with you, and providing content that people will want to interact with. If people like your posts and share them, more people can learn about your practice via social media, which can increase exposure, website traffic, and ultimately SEO.  

 

2. Reviews and Recommendations 

Reviews and recommendations are one of the best things you can get from your patients. Dialogtech shares that over 90% of patients use reviews to evaluate providers, and over 80% of people trust online reviews as much as word-of-mouth recommendations. When people research online, consistently good reviews can be the separating factor between your practice and the next. Because of that, you should do everything you can to collect and showcase positive reviews. Anybody can leave a Google review, but people can also recommend your practice on Facebook. They might also leave positive recommendations by tagging you in a tweet or an Instagram post, but you should prioritize getting Facebook and Google reviews. You can then share or highlight these reviews on your website and social media pages, which creates a stronger presence, more credibility, and stronger patient acquisition channels.  

3. Marketing 

Social media provides countless marketing opportunities, both free and paid. If you invest in paid ad campaigns, you can target your marketing campaigns to reach relevant prospects that are most likely to inquire. Even if you don’t put any money behind marketing campaigns, you can post regularly to share new information and stay at the forefront of people’s minds. If, for example, existing patients see one of your posts their feeds, it might remind them to make an appointment or refill a prescription. You can also utilize hashtags and interact with specialized groups to give posts a wider reach and connect with more people. The best part about social media is its interactive nature, which you should leverage to create strong brand identity and loyalty. If you sell products in your practice, for example, post about them and ask people to comment why they like them. You can also host product giveaways to engage with more people and grow your following. The more buzz you can create on social media, the more people you can bring in to your practice. 

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4. Form Stronger Relationships (B2B and B2B) 

Once you get a solid base of patients and followers, you can continue to interact with them in order to create stronger relationships. If people check in to your practice or post about a good experience, respond back to them and thank them for coming in. If they comment on your post, send them a comment back. Highlight patient journeys and testimonials (with their permission) and give your brand a personal touch. The more active you are with them, the more engaged they’ll feel and the stronger your patient/provider relationship will become – this is good because it inadvertently ads to the patient experience,and motivates people to leave reviews or recommend your practice. Beyond patient interactions, you can also use social media to network with other healthcare professionals and private practices. Not only can you create a strong network to turn to with questions, advice, and more, but you can also begin creating referral relationships and even recruit new employees. LinkedIn is your best bet for B2B social media interactions.  

5. Educate People 

One of the best ways to use social media is to educate people on important healthcare topics. It has the dual benefits of exposure and education. Whether you post content related to your practice’s specialty or provide general healthcare information, people trust advice from their doctors. In a world full of misinformation, this accurate, credible insight is needed more than ever. The best way to share information and educate others is to write blog posts on your webpage and share those blogs on your social media. As we mentioned before, this can drive SEO authority. Beyond that, videos, live webinars, Q&As, and infographics can work wonders to engage your audience in quick, bite-sized ways that can leave a huge impact. Learn more about combining marketing and healthcare literacy stratefies in our white paper.  


The number of healthcare professionals and practices joining social media has risen sharply in the past few years. It’s the new normal. During the COVID-19 outbreak, it provided an invaluable way for physicians to reach their patients, answer questions, and ease fears. As we move away from the pandemic, people have gotten used to seeing medical professionals interact on social media. Beyond that, some medical professionals have made huge names for themselves through social media channels. Influencers like Sandra Lee make millions every year because of their online presence. Kevin Pho, MD, is one of healthcare biggest social media champions, and his website has a ton of information that healthcare professionals can access regarding ethics, best practices, and more.  

You can also learn more about leveraign social media and digital marketing through Engine System’s Practice Builder. Click here to learn more, and reach out to book a free demo

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