How Social Media Influences a Patient’s Cosmetic Enhancement Choices
Social media is often criticized for being a “time suck”—a place where productivity goes to die. The propensity to draw in users for long periods may leave employers frustrated, but this focus-absorbing feature is a gift to marketers. Recognizing the potential benefits, thousands of dental and medical practices want to play the game. Sadly, few know the rules. Fun can be had and connections made in the world of social media marketing; however, achieving the most “likes” and “shares” is less important than you may think. We suggest leaving the popularity contest to everyone else; what you’re seeking is a positive online reputation.
It’s a Love/Hate Relationship
Studies show a number of revealing contradictions about social media regarding what people say they approve and disapprove of, and how they judge a medical or dental practice’s quality. When surveyed by RealSelf.com, patients indicated they were disinclined to “like” a doctor on Facebook or to use social media as a resource for medical information. On the other hand, when asked about doctors that lacked an online presence, a significant portion considered the physician outdated. A worrying number of individuals suspected doctors who remain “off the grid” might be hiding something. When patient trust is essential for a medical professional’s success, these are troubling statistics.
Choose Prominence over Popularity
Let’s say we’ve convinced you that playing the conscientious objector in the world of social media marketing is to your detriment—does that mean you should start tagging, hashtagging, and posting like a Millennial on a mission? Definitely not. Internet users are generally leery of overtly promotional content. Your approach should be, as always, to inform and to raise awareness of your practice.
At Rosemont Media, our skilled social media butterflies know exactly how to walk this narrow pathway, and they can gracefully guide you through best practices for each of the top social media platforms. As tempting as it may be, try not to pay too much attention to the number of “likes,” “shares,” and “retweets” you amass. The figure will likely be low. The truth is, user engagement with medical practices is often middling at best, typically because patients want to avoid advertising their medical history or interest in cosmetic procedures. Fortunately, we utilize a wide array of metrics to analyze performance and to gauge whether your messages are finding their target, and our strategies are designed to adapt to evolving user habits.
The world is ever changing, and it’s more important than ever to keep up. Just as physicians need to complete continuing medical education to provide the best possible care to their patients, so too do practices need to remain at the forefront of online marketing to maintain an elite reputation. But you don’t have to go it alone. Let us show you how easy social networking can be—contact us today.