In the past I’ve talked a lot about customization, particularly of your social networks, and its importance for developing a consistent brand. However, “personalization” is arguably more important that customization. The reason is that most people would rather interact with a person than with a brand. This is especially true when it comes to social media interaction.
If you’re running a successful medical practice, you probably have a Facebook Fan page, a Twitter page, a YouTube channel, and a blog. Each of these elements are part of your online marketing strategy, and each of these are in place to encourage social engagement. The problem is, your practice has more than one unique voice, even it only consists of one doctor.
Here are some tips for making your social interactions more personal:
1) Respond to all comments and messages by leaving your name at the end of your response. People will likely remember you when they come into your office and thank you personally for your quick response.
2) Emphasize “Ask the Doctor”: This can be an opt-in box on your website or Facebook welcome page, or simply encouraging people to leave you Facebook or Twitter messages with questions. They key is that the doctor can take a question and answer it, giving his or her personal touch to it, and then post it to the blog and social networks. This helps people get to know the doctor or doctors more.
3) Highlight other important people in your practice: Even if you’re a sole practitioner, you still have a trusted team around you. If you’re a plastic surgeon, consider featuring an article (or video) about your nurses or physician assistants and their knowledge. If you’re a medical spa you can do the same with your esthetician; cosmetic dentists can feature their dental hygienists; Ophthalmologists can feature their Optometrists.
The point is, all medical practices have valuable team members that help to make up the practice brand, and they should have some sort of a voice on social media. This voice can be in the form of a blog article; a video; a unique, personal #hashtag; or simply random tips on Facebook.
More than ever, people are interacting with brands, particularly on Facebook. However, that doesn’t mean that personal interaction is dead. In an age where technology can help make our lives easier through automation, it’s always nice to hear from a real person with a candid, informative response.
I’ve listed just a few tips for how medical practices can make their social media marketing and interaction more personal. Feel free to leave a message with any additional tips or strategies you’ve found to be successful.
If you have any questions about interacting on social media, or simply building a social media presence, drop Turbo a line here or call us directly at 877-673-7096 x2.