4 Easy Strategies to Attract More People to your Medical Practice Facebook Page
You’re told all the time that you need to be creating a Facebook business page. Not a personal Facebook page, no…a business, or “fan” page. You’re thinking, oh crap, yet another “thing” to be doing? People already like me, why must I ask for more “likes”??? And yet, you ‘ve been told it must be done, so you create one. Now what? Where are your throngs? Where are mine for that matter? And why, oh why would a busy doctor need a Facebook page?
Rome was not built in a day, and neither are your Facebook fan page…fans…but over time, with consistent and innovative thinking, your Facebook page can be the cheaper alternative to a website, or at the very least a valuable addendum. Recently, and especially with anticipation of and since its’ recent IPO, Facebook, because of its intense scrutiny by investors and the business community, is under the gun to perform in a “serious” manner to demonstrate its’ great business value and ability to make money. Therefore massive efforts are being made by the Facebook developers to create additional perks and attraction apps, and it is, in fact becoming more and more versatile and simple to use. At the end of the day though, it comes down to client attraction and simple psychology. What will ‘hold ‘em on the page? What will push them to like, to engage and to share your page with others? What would the value be, to a doctor? What will nudge them to click into your website link? Doctors are using Facebook as a way to relate and add additional value to their patient relationships in all sorts of creative ways these days. Medical journal reports, helpful videos on timely or seasonal conditions, health tips, or seasonal shots and screens and reminders. I don’t need to tell you that your time is limited with your patients these days. Use your Facebook page to reconnect and give them the added bonus of your expertise, your personality, your support. It goes a long way in patient retention as you are solidifying relationships. Here are some simple but tried and true ways to rope the masses:
1) Make your headshot, top photo approachable. Not a formal shot- casual, natural. You in the office with your staff, you with a (happy)(well) patient, you with one of the nurses, a candid shot. Of course you’re allowed to look good, and also of course I’m not giving permission to post photo’s of you bent backwards over a bar with an unnamed skimpily clad stranger pouring shots of tequila into your mouth. All I said was natural. Approachable. Like someone you would want to talk to.
2) Make your page 75% visual: helpful content rich video’s if you have them, and photo’s. People are attracted to the visual and will stay longer if you provide them. Again, appropriate ones. This is business, baby.
3) Pull Marketing vs. Push- always go for the pull. As Seth Godin, the father of “permission marketing” points out, no one wants to be “sold to” anymore. It’s all about the sharing of info, showing your value and turning the paradigm on its’ side. Rule of thumb is 10 posts sharing info, asking open-ended questions, sharing images, etc. to 1 “sell”. Share 10, sell 1, if selling at all. With most physicians I suggest not selling, but rather, using this space as a forum. You don’t have to ask for additional patients, or referrals as your value here can speak for itself. Try this method f and watch how well it works. It allows you to build credibility, gain patients trust, allow people to get to know you and what you are about. That’s when they will pick up the phone or click into your contact me box.
4) KEEP POSTS SHORT: research shows that people will be much more likely not only to read the posts, but to like” and most important to share if they’re short, fun, entertaining. One of the most shared, viral and “liked” posts of the early spring was “Like” this post if you think 2012 is going to be a great year”. Or how about “Like” this post if you’ve gotten your flu shot this year!
I know there are many more ways to engage folks on your page- contests, surveys, offering a “like” for a latte contest. What else? Share yours and please! “Like” Omaginarium on Facebook! While you’re there roam around a little, and I’ll be happy to “like” you back. Just like Sally Fields at the 1985 Academy Awards where she won for___________(fill in the blank) the winner of this contest who has NOT, I said HAS NOT looked it up on Google will win a random drawing for a ‘latte for a like ‘. You are on the honor system!!
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