Published on March 5, 2014
social media & video marketing by risa goldman luksa, founder & president MEDICAL BUSINESS SOLUTIONS • LOS ANGELES, CA
why social media is important Generally people do not go to social media to find a doctor, however there is still a lot of value in utilizing social media marketing for your practice: • vital element of any successful marketing strategy • very important in search-engine-optimization (SEO) • great • free for patient retention and cross marketing marketing • communicate • gently with patients in an unobtrusive manner remind patients everything you offer • provides • remain educational and useful information to followers an authority in the field
patient retention Getting new patients in the door is the hard part, retaining them is vital for long-term success: •a happy patient should stay with you for the rest of their life • your name and practice name should stay active in their minds • expensive mailers are mostly gone, you don’t want to blast your database more than once a month, so how else can you keep in touch? • patients are already logging onto social media every single day, why not have a post come up in their newsfeed
cross marketing Cross marketing different areas of your practice is an important aspect in an overall marketing strategy: • patient comes in for fillers, needs to leave knowing you also offer fractional laser resurfacing and sclerotherapy • waiting room marketing & menu of services are helpful, but social media is key
search engine optimization Social media is extremely important for SEO: • google incorporates social media metrics into their SEO algorithm • google wants to see you have followers/likes/circles • over the next few years google says they will index social media posts
online reputation management Did you know you can be rated on social media? • most people think of yelp, but Facebook and RealSelf also have their own star rating system • happy patients will share their experiences if you ask
social media outlets Although there are hundreds of social media outlets, you only need to focus on the top few: • facebook network is the largest social media • google plus is google’s own social network • youtube, foursquare, linkedin, realself, makemeheal, instagram, tumblr, flickr, pinterest… • guest blogging and community forums
facebook best practices 900,000,000 estimated UNIQUE monthly visitors: • number one social media platform • number two visited website in the world (after google) • most patients log on every single day and scroll through their newsfeed • why not take advantage of this opportunity to pop up every so often and stay in their minds?
facebook best practices Setting up for success: • local business page, not a personal page (ie people do not need to ‘friend’ you, they need to ‘like’ you) • select 3 relevant categories, ex: dermatologist, cosmetic surgeon, doctor • fill in as much information as possible • strong profile picture (the square image that will appear next to every single post) • cover image is the most viewed area of the entire page, so make sure it is branded and gives a strong first impression
facebook best practices Setting up for success: • create a unique web address, ex: facebook.com/practicename • description behind the profile picture and cover image should have some text and a call to action • organize tabs to show the 4 more important just under the cover photo • add images to the photo gallery (doctor headshots, practice pictures, before/after pics, etc) • get a few patients to rate you
facebook best practices Grow an audience : • the number of likes is prominently displayed, so make sure it is good! Goal is 1,000+ • practice website should refer patients over - social media buttons should be prominent on every single page, and should open up in a ‘new’ page • add Facebook ‘like’ buttons to blog entries • ask staff to invite friends • create promotional marketing material: signage in waiting room, flyers, add link to email signature, send out email blast, verbally ask patients • facebook ads are very inexpensive, targeted and can ‘follow’ the user • sponsored posts
good facebook example properly sized branded cover photo practice logo and high review score include address, phone, and business hours use hashtags, link to your website, promote your treatments in posts
bad facebook example create a ‘page’, not a personal account! address, business category, and phone number not included or up to date use the opportunity to showcase your before/after photos! no practice name or branded cover photo make educational posts relevant to your business
social media tips & tricks
tips & tricks If used correctly, social media can be an effective component to your marketing strategy: • make • post sure channels are branded and have all info filled out on average 3x per week • do not use mass distribution platforms like hoot suite - posts should be unique for each platform as language and idiosyncrasies are different • 80% educational and 20% promotional • specials and incentives to engage users
tips & tricks If used correctly, social media can be an effective component to your marketing strategy : • typos • can and grammar do matter ask for reviews and referrals • remind • don’t patients of your scope of services, events and promotions just write posts, interact! • encourage patients to connect on social media
realself best practices Unlike other social media, realself CAN bring new patients into your practice : • patients country • can can post questions and receive answers from physicians around the share stories, see before/after pics, find doctors and see average pricing • should answer at least once question per day, upload at least 20 before/after photos and have at least 5 patient reviews on the site • can use responses as FAQs on your website • upgrade account or buy spotlights to add a link to your website - if done correctly the ROI is well worth the spend
interacting on realself • past patients leave keyword rich reviews that come up in future patient search results. • you need at least 3 reviews before you begin to pop up in searches. • realself lists doctors’ answers according to the number of questions you have answered. Customers click on the first 3 listings 60% of the time and position matters.
picking realself questions Tips on Selecting RealSelf Questions: • pick questions that use long tail keywords, Example: How long is the recovery period after a rhinoplasty? • include location based keywords in your answer Example: "Visit a dermatologist in San Diego who is able to offer custom treatments.” • pick questions that have a high view rate • realself conversion tracking: realself analytics is able to track every single phone call that comes into your practice, as well as clicks to your website and email inquiries. This information is readily available in your personal dashboard. • for ROI purposes, we recommend pulling patient names from email inquiries each month so that you can see how your marketing dollars turned into real patients!
good realself profile professional headshot link to your website (*only available if spotlight ads are purchased) over 20 reviews from real patients over 100 before/after photos in many different treatments more than 200 answered questions
what is video marketing? Incorporating videos into your marketing campaign: • customer testimonials - experience with you, your office & their results • information / education - juvederm vs restylane, are you a good candidate for laser hair removal • biography • office • live - personally introduce yourself, background, philosophy overview - staff, equipment, location, amenities demonstrations - explain process, ease patient’s nerves
why video marketing? Google owns youtube! • vital element of any successful marketing strategy • very important in search-engine-optimization (SEO) • increases • provides conversion rates variety of content: some people prefer to read, some prefer to watch • remain an authority in the field • makes your marketing personal • connect • adds to patients and potential patients dynamic element to your website
good vs bad videos •subject is in focus •full frame •high definition •bottom 3rd •consistent branding •aesthetically pleasing •not looking in camera •low quality •not full frame (black bars) •bottom third is out of date •too much clutter •looking straight at camera •natural lighting •audio device is in shot
video branding Consistency is the key to branding in videos.
optimize your youtube channel How to get people to watch your videos: • title and title tags • description • keywords • call to action • include video tags before making it live, i.e. keywords relevant to your topic
best practices Incorporating videos into your marketing campaign: • upload videos to youtube • promote your video on social media • every video should be optimized • embed video throughout your website • think about series of videos • check viewed stats and youtube analytics to learn what your customers like • create playlists of similar videos
tips & tricks If used correctly, video marketing can be an effective component to your marketing strategy : • have at least 1 video on every page of your website • keep videos around or under the 2 minute mark • videos should be branded • quality should match the image you want to portray
comprehensive marketing strategy
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