Any business has long been present on social networks, and many brands are very successful in promoting their products and services there. Medical business – not an exception. However, unlike many other types of business, promotion of medical centers and clinics in social networks is often a more complex process, since the medical topics – very specific to this type of marketing.
But that doesn't mean you should stop using social media out of fear of the difficulties promoting medical services. You just need to know how to do it right to avoid many pitfalls. Read more about the intricacies of promotion in social networks of medical centers and clinics in the article estet-portal.com!
Difficulties of promotion in social networks of medical centers and clinics
Pages and groups of medical institutions in social networks can rarely be called an example of successful SMM promotion. Most of them have very low activity (sometimes zero at all) and are of little interest to users (with the exception of contact information and price lists for services), since these communities mostly consist of bot members.
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This is a complex problem, as it may depend not only on the stinginess of the owners of the medical business, who feel sorry for the money for promotion in social networks or at least a high-quality presentation of their offspring on Instagram, Facebook and other venues. Also, the promotion may suffer from the lack of specific knowledge of inexperienced SMMs who undertake to maintain medical pages and simply drain the budget for cheating bots "for the sake of it."
But users who are extremely reluctant to join the medical communities and subscribe to the pages of clinics cannot be blamed, because you rarely find interesting and useful content there.
Difficulties that await when promoting in the social networks of medical centers:
1. Difficulties in determining the target audience
Clearly define the target audience – this is the golden rule to start every promotion, however, in this case, everything is complicated. After all, anyone can get sick (and therefore become a potential client), but at the same time, the vast majority consider themselves healthy.
2. Most of the audience needs to be poached from competitors
Those who already have health problems are often already patients of some clinic or center. That is, you will have to try to interest them in your services more than they are satisfied with the current institution.
3. Health Theme – not the most interesting content for many users
Why do people go to social networks? Flip through bright photos of friends, watch videos with cats and read high-profile headlines like “How I lost 20 kg in a month without diets and sports.” Of course, there are people who use social networks for work, networking, self-education, but they are a minority. But discussing health from a medical point of view will seem deadly boring to most.
4. Reluctance of users to publicly discuss diseases
This paragraph quite logically follows from the previous one, but here it is also supplemented by a subconscious negative, which is caused by any public discussion of health problems and diseases. After all, who is ready to openly admit their interest in the topic of plastic surgery or gynecology?
The difficulties are really serious, but you can and should learn how to work with them if you want to make your medical business successful.
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The main secrets of promotion in social networks of medical centers and clinics
Experienced SMM specialists recommend starting work on promoting medical pages or groups, as well as any complex services, by attracting existing patients to the community.
This can be done in several ways:
- Retargeting (advertising in social networks to an existing customer base) – this method is suitable for savvy professionals or those who have an Internet marketer on staff.
-offline attraction – on any printed products of the clinic, you must indicate not only the website, but also the addresses of pages in social networks with a call to subscribe.
- Email to your customer base with an invitation to subscribe to the community.
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So, the first step is done!
Next, do an audit (at least a superficial one) of your community. If it is called "Pupkin Medical Center" or "Downtown Beautician N" – it's a failure. We urgently need to change! After all, who would want to join such a group, especially not being your client yet?
Good move – name the group so that people want to join for the sake of getting interesting, valuable and useful information. For example, "Everything you wanted to know about dentistry, but were afraid to ask." And in the description of the group, already write that the community is supported by the 32 teeth dental clinic; (the example is fictitious, all coincidences are random!). And you can insert the logo of your clinic on all pictures for publications, forming an unobtrusive and pleasant associative array among people.
So you kill two birds with one stone – and you will interest readers with a thematically interesting community and will advertise yourself unobtrusively and with dignity.
When an interesting group is created or reformed, it's time to think about the main – content for her.
Simply steal articles about healthy lifestyle in other groups – it's not a promotion. But to come up with your own "live" headings – this is what you need.
For example, consultations from doctors in a group usually go with a bang. For example, users ask their questions directly on the community wall or in messages. You clarify these questions with your doctors and write an answer in the style: “Without seeing the patient, doctor Ivan Petrovich Ivanov can give the following general recommendations” hellip; For a clearer picture, please make an appointment. As a result, trust is guaranteed for you and your group, as well as the loyalty of subscribers, and expert authority in social networks.
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As an entertaining content, you can launch a section with interesting cases from medical practice. Such stories, if they are really interesting, can easily become viral and spread on the Internet far beyond your community. Main – do not forget to follow the ethics so that specific patients cannot recognize themselves in the stories. Yes, and shocking cases should not be told, so as not to be associated with similar clients.
And, of course, where without photos of the clinic itself, a story about all the services, acquaintance with doctors and the intricacies of work?
Product posts advertising popular services are best promoted with targeted ads. Since targeting has many subtleties that are beyond the power of a beginner, it is better to entrust the process of setting it up to professionals.
The advertising of centers that offer promotions works especially well in social networks: a free first consultation with a doctor, a free blood test, a free preventive examination – here it is necessary to choose, based on the specifics of the clinic. Main – emphasize that the promotion lasts for a limited period of time. For example, a free consultation is valid only in November. When opportunities are limited, the offer looks more valuable to the person.
SMM promotion in the realities of 2018-2019
As you can see, all the difficulties in promoting medical centers and clinics in social networks can be solved with a competent approach, listening to the advice of professionals. We hope our article will help you simplify your work a little and inspire you to come up with fresh ideas for your business!
Learn more about the medical business at BusinessShot!
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