Years ago, you probably started a Facebook page, an Instagram profile and maybe even a LinkedIn Page for your clinic.
Then… it sat there as the digital equivalent of a desert that no one visits, apart – that is – from John Travolta.
Whether you’re running a successful refractive surgery clinic or seeing patients all over the nation, having a social media presence is essential in legitimising your service (and not for the reasons you might think).
Nowadays, typing the name of the clinic into Google is only the first step of a prospective patient’s search. Through a Google search, leads discover you, and they might visit your site.
They think you or your clinic might fit what they are looking for, but the actual connection doesn’t happen until they can see what you’re about.
And how do they do that? Easy, social media.
You can have the most elaborate website design possible, but unless you seem like a natural person, your audience will struggle to connect with you and put their sight in your hands.
It’s a fine line, but in the last 20 years, the doctor-patient relationship has transformed. Nowadays, we no longer look for a surgeon who can pontificate scientific jargon to make us feel like we’re in safe hands.
Instead, we feel safer in the hands of a surgeon who can crack a joke and make us feel like being nervous is part of the experience.
For this reason, social media has become the perfect medium for patients to get to know their doctors on a more informal basis. It’s also great for doctors to share the quirky side we all knew was hiding under their scrubs.
Running a successful social media presence can be both challenging and time-consuming. However, the main reason that most clinics struggle is a lack of planning. That’s why having the right social media system in place from the start is crucial to continue growing your following and engagement.
Step 1: Brand your profiles consistently
Consistent branding across all your platforms and your site is crucial.
It is the number one way that visitors and leads will be able to recognise you. The logo, the colours, the exact brand name, the location and the phone number you display should be consistent. These will be the recognisable factors that leads will be looking for.