Setting Up A Business Facebook Page – The Basics

The importance of having a social media presence is truly unmatched by many other medical marketing strategies. Along with content development and distribution, on-site and off-site optimization, and link building, social media has become a fundamental aspect of marketing your medical practice. But where do you start? Most physicians knew that they must have a Facebook page, but don’t know the first thing about starting one. So, let’s break it down to the bare minimum.

 

 

Setting Up A Facebook Page For Your Medical Practice

The initial act of setting up a Facebook page involves nothing more than an email address. If you already have a personal oage, you’re one step closer. You will be the Admin of the new Business page, however no one will be able to tell that you’re the Admin. So if you already have a personal Facebook page, we can start with that.

 

To create your own Business page, click on the below link:

 

http://www.facebook.com/pages/create.php?campaign_id=372931622610&placement=pghm&extra_1=0

 

 From there simply follow the steps to creating your Local page, Place page, Company or Organization page, Brand page, and Cause or Entertainment page. Most medical practices will want to select “Local page” in order to add their exact location for targeting purposes.

 

Choosing a Profile Picture

Even though this is your Business page, you’ll want it to seem personal and available to everyone. So, if you run a small medical practice that is extremely family oriented or neighborhood friendly, consider adding a group picture as your Profile photo. However, if you own a large practice containing many employees, your company logo will work just fine.

 

However, let’s expand on the purpose of the Profile picture. This is one of the first things that visitors will see as they check out your page or read your News Feed, so it must make a good first impression. Consider having a graphic designer create a custom Profile picture for your page that includes your website information, phone number, hours of operation, even location. Be creative and think outside of the box.

 

Choosing a Profile Name

Selecting a name for your Facebook page is also important for two reasons; Facebook Search will soon give Google Search a run for its money and Facebook pages appear in Google Search results. What does this mean for medical marketing?  Google holds about 70% of the market for overall web searches. While Bing and Yahoo take up much of the rest, Facebook’s search numbers are climbing, and when Google executives start to voice concern, you know Facebook is really moving up.

 

A Profile name must contain your business name. If you want to break off a subset of Facebook pages later for each physician in your practice and each procedure, it’s a great idea, but for your first page you’ll want to keep it simple.

 

Adding A Welcome Page

Every great Facebook page has a Welcome tab. Though the format of Facebook pages are currently undergoing some changes, if you can get a web developer to install a custom Welcome page before March 15th, that page will remain throughout the Facebook pages update process.

 

A Welcome page is usually an image, or multiple images, that invites the visitor to the page. The current trend is to have this Welcome page become the Landing page, the only page that visitors will see until they “Like” the page. After they “Like” your page, they will have full access to its benefits. Creating a custom Welcome page does take some css and html knowledge, so speak with your web developer about getting one set up.

 

Adding Content

Once you have the basics set up, you’ll want to start adding content to your page. In terms of medical marketing, keep a keen eye out for the latest medical news, breakthrough procedures, and personal stories that you can post to your Wall. Don’t forget to make it personal and don’t be afraid to share in-office pictures and more. Content should be added at least once a day to keep things moving.

Why Every Physician Needs A Social Presence

Social networks such as Facebook, Twitter and LinkedIn are more than just something to do in your spare time, they are essential in the world of medical marketing. Building your business brand on social networks is a key ingredient to increasing your overall search engine rankings.

 

For quite some time, search engine experts and medical marketing consultants had an inherent feeling the social media played a role in their overall search rankings, and yet no one could prove this for sure. However, in December of 2010 the two biggest search engines confirmed this feeling in an interview with Danny Sullivan of Search Engine Land.

 

In this interview, associates from Bing and Google both established the fact that “social authority…carries much more weight,” and that this weight is “used as a signal in organic and news rankings.” This was huge for medical marketing consultants, and the suggestion of having a Facebook and Twitter Page became a complete necessity.

 

Facebook and Twitter for Each Physician

While having a corporate Facebook and Twitter Page is desirable, having a personal page for each physician within the practice is highly recommended as a social media best practice. While this might be easier for smaller offices where general rules of engagement can be easily laid out, larger practices can benefit from this technique.

 

With each physician having their own social profile comes the advantage of more links, more discussions, more availability, greater connection with patients and potential patients, and ultimately a greater online influence. Physicians can connect with patients directly, interact with their community, get to know local businesses and non-profits, and create a personal connection with existing patients.

 

When each physician within the practice has their own social profile, the entire business brand has more opportunity to grow. For example, if each physician were to post one blog a week, imagine the amount of content that would be added to the site with a limited amount of work. If each of those physicians posted that blog to their Facebook and Twitter accounts the amount of click-throughs each week would raise dramatically.

 

If your medical practice has a small social presence and you’re looking to increase your brand, consider getting each and every physician, nurse and assistant on Facebook.

Leveraging Google Health for Medical Marketing

“On any given day, more people are posing health questions to Google than posing health questions to their doctors.”  — Google’s chief health strategist, Dr. Roni.

 

Google’s influence over an individual’s personal health decisions is a golden opportunity for medical marketing. The above quote should sound like music to any medical marketing strategists’ ears simply because of the immense possibilities that it provides.

 

According to the Pew Internet & American Life Project, 83 percent of Internet users have looked online for health information recently. New data released by Pew show many people are now using cell phones to search for health information — 29 percent of cell phone owners age 18 to 29, and 17 percent of cell owners overall. It’s the first time Pew has surveyed health searches on cell phones.

 

Google Health

Consider this; breast cancer, depression and heart disease are some of the most popular health related searches performed on Google every single day. These are massive, life-altering questions that should ideally be answered by a physician and specialists, not Google, and yet millions would rather have Google diagnose their symptoms.

 

Although, according to the New York Times, in many cases these patients are finding the infomraiton on line, and then bringing this new information to discussions with their physicians. According to a Harris survey, 58 percent of people who look online for health information discussed what they found with their doctors in the last year.

 

Leveraging the Statistics

According to research, there is one underlining reason why more and more patients are diagnosing themselves and searching for medical information online; it’s instant. The internet, whether on your mobile or in front fo the computer, provides immediate results, and whether they are the most accurate, medically speaking, is up for debate. This is where specialists, general practice, and boutique physicians can influence information and grow their online presence with expert medical marketing.

 

Keyword Research

Patients who are searching for medical information online asking specific questions, and looking for precise, detailed and easy to understand answers. In understanding how a person searches for answers, a medical marketing consultant will need to grasp what searches are popular in a given area.

 

Medical Marketing for Rankings

The ultimate goal of any medical practice or marketing agency is to be in the top three spots in Google results. Keep in mind, these top three spots will change depending on the keyword chosen and the location of the individual searching. Getting to the top spot and obtaining some of the traffic from the 83% of individuals who use Google to search for medical information will dramatically improve not only website traffic, but leads and foot traffic through the doors of any medical practice.

 

Detailed, And Easy to Understand Content

Once the individual clicks on a website, the final step in leveraging Google medical searches is to keep them on that website and provide a strong call-to-action to turn them from site visitors into patients. The best way to do this is to provide detailed information that is easy to read and understand by anyone.

When creating content for medical marketing and leveraging this audience, consider breaking things down to their absolute core, and then separating that one topic into a multitude of images, videos, podcasts, blogs and articles. One search term can literally lead to hundreds of possibilities for content, and the more detailed content that a medical website can provide, the more pages Google will index and the greater chance that website has of ranking for that specific topic.

How To Leverage Social Media To Market Your Medical Practice

Social media has been around since 2004, but medical professionals have not been as quick to embrace the technologies as other professions.

 

Why should your practice consider social media as part of its medical marketing toolbox? Statistics show that Facebook has grown by 145% since last year; of these users, 55% are women. Twitter boasts close to 30 million users; 54% are female. Why does this matter? Women, over the age of 25, make 80% of the healthcare decisions for themselves and their families.
Individuals have turned to the Internet in droves (more than 90%) for researching information and for locating goods and services. Just because you’re embracing social media to promote your practice, you don’t have to toss your traditional medical marketing. Use a combination of the two.

 

Here are a few reasons to integrate social media into your medical marketing campaigns:

  • Participating in social media increases credibility and visibility. The more visible and credible you are, the more profitable your practice.
  • Social media allows you to monitor the medical environment. See what people are talking about and respond to concerns.
  • The public loves social media. It gives them a voice and an opportunity to interact.
  • Social media gives you a way to stay on top of breaking developments in your industry and gives you a way to be the first to spread the word to your “followers.”

 

Now that you know why you should be using social media to market your medical practice, the next question to be answered is, “How can you add it to your marketing toolbox?” We offer these tips:

    • Start with Twitter and Facebook: Go to www.twitter.com and www.facebook.com complete the simple sign up process and begin posting. Don’t know what to post? Write about trends. Is it cold and flu season? Mention that. Back to school and children need physicals and vaccinations? There’s another idea. Are you a plastic surgeon? Comment on the new reality show Bridalplasty.

 

    • Build your “followers” on Twitter and “likers” on Facebook: Announce to your patients that you have Facebook and Twitter pages. Build your follower base by following people who live in the area that your practice covers.

 

    • Engage your followers: Engage individuals with information about what’s going on in your office, the latest trends in your field or medical announcements. Follow the other conversations of those who have linked to your page. Make relevant comments.

 

    • Add a blog component to your website: If your site doesn’t have new information it is not as searchable. Adding a blog component and posting at least twice a week makes your site – and your practice — more searchable.

 

  • Social media should be an integral and consistent part of marketing your practice: Social media is not a time consuming task. In literally 15 minutes a day your marketing department could post updates to Twitter and Facebook. Blogging will, of course take longer, but should also be part of the marketing arsenal.

 

If your practice hasn’t embraced social media as a medical marketing tool, you will find yourself being left behind when it comes to new patient acquisition, and even in patient retention.

Marketing in Healthcare – The Digitally Optimized Press Release

A press release can do more for your business than you probably realize, especially in our advanced digital era. Technology can take a simple few paragraphs, and, if optimized effectively and marketed towards the right audience, can blow them into a traffic generating juggernaut. Media platforms such as Facebook and Twitter have created new opportunities for medical marketing and PR agencies to reach a fresh audience and connect on a more local level.

 

So, what does social media have to do with your medical press release? More than you ever knew. Medical marketing in Arizona is all about relating to your target audience. In order to relate, you must inherently know your audience, know the demographics, the interests, the topics that spark discussions and create social “chatter.” A press release in the digital era must not only be optimized for that audience, but optimized for search engine visibility as well as social media dialogue.

 

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