Social Media Marketing Insights for Physicians and Medical Practices

Social media has become the place to communicate with the largest number of people at one time. Patients can now manage their contact with physicians through call-in services and online portals to receive test results, set appointments, and order prescriptions, so why not communicate with medical practices through social media?

If effectively executed, medical practices can overcome HIPPA concerns and use social media to engage current as well as potential patients. Consistent engagement through social media can position physicians and practices as the go-to experts in their field. According to Physicians Practice expert Audrey “Christie” McLaughlin, social media can increase a physician’s “like, know and trust factors.”

Social media has played a significant role in keeping patients informed during heightened flu seasons, epidemics, and for general ongoing health information. Some physicians have noted that to help the flow of calls from concerned patients, they have created Facebook pages that can direct callers, reducing time spent on the phone and increasing time spent with in-office appointments.

To stay HIPPA compliant and engage patients, here are some useful social media tips pulled from “Social Media Do’s and Don’ts for Medical Practices,” written by Erica Sprey:

Determine your goals. Social media is a constantly moving organism. Setting goals will help your organization differentiate itself from the competition and position your practice as a leader Decide what you want to convey to your followers and keep it simple and consistent. What does your messaging say about your practice?
Create content that is fun and engaging. Once you have the attention of your current and prospective patients, how do you keep it? Create content that is clear and focused, captivates the audience’s attention, and encourages the patient to “like” or “share” posts. Keep the information relevant to current trends, topics and concerns specific to your practice.
Keep content current. It is important to set time commitments for content creation and updating. Keeping content current is important, but the content needs to be relevant to your audience’s needs and wants. Just because you post twenty photos on Facebook a day doesn’t mean your audience will find it relevant. However, sharing tips on seasonal illnesses (the flu for example) can organically grow your followers. Keeping content fresh and current can be challenging for busy physicians. Finding someone in the practice or hiring a part-time person that understands the goals and tone, and has the skill-set for content creation can go a long way to maintaining a consistent online presence.
Keep it strictly professional. Social media can blur the lines between personal and professional boundaries. It is strongly encouraged to keep personal profiles between you and your actual family and friends. Invite patients to your company pages only. Additionally, don’t share specific patient stories or acknowledge patient relationships on social media. If a patient requests information publicly take the conversation offline.
Medical advice is off limits. Think of these five words each time you prepare to post or respond. Medical advice should be specific to each patient and not dispensed on social media. If a patient requests information, again, take the conversation offline.

Social media can offer a vast array of exposure opportunities. Not sure what direction to go in? Visit social medial profiles of colleagues and hospitals and then develop your own style and voice.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.