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How To: use social media to learn about what your patients are interested in

January 13, 2020
Madeleine Barbera
Co-author
Joseph Lucero

Social media is a trend that is here to stay. As humans we have always been social, it’s in our nature. 


Whether you’re a primary care physician or a peripheral nerve surgeon there is a host of incentives for your profits to be on social media. 


Reason one, your patients use social media far more than you’d like to accept. Reason two, you can use social platforms to educate potential patients of ways you can help them. Reason three, after posting some content about your services you will quickly learn which subjects patients are most intrigued in. 


How social media can help you get new patients


Most doctors create a social media profile and assume that’s the only step, suggesting that having a presence on social media means new patients without any additional effort. This is incorrect.  


The fact is that creating a profile just to check Social Media off of your inadequate marketing list of to-do’s won’t accomplish anything. 


Being present and active on social media contributes to something called Brand Image, this is huge for a practice of any size. 


By posting on social media and frequently it lets patients know that even though this is healthcare, there are actual humans behind this. 


That sounds ridiculous but it’s true. Relating to your doctor and the content they post online formulates a remarkable sense of comfortability. When a potential patient feels comfortable with you, preparing them to schedule an appointment is easy. 


Since most doctors will create a profile and not post much, you will always have the attention of potential patients they are overlooking on social media. 


Social media gets you new patients from the attention you gather through posting content regularly. 


What you should post about and how often


Harvesting attention from patients who need your care may sound like a walk in the park, but one piece of content does not fit all characters. 


That’s the kicker. 


Your audience plays a huge role in how you create your content. Is your audience old or young? What are they interested in? How affluent are they?


Chances are they’re all of those qualities and more. With that said it’s critical to create a discipline of posting content often and in varieties of style. 


Posting content often and in varieties of style means nothing more than you should continuously be testing different types of content in written, visual and audio form. 


This content should be educational and entertaining for patients! Content that further explains procedures you offer, conditions you treat and generally your services. 


The posts with the most engagement, likes, comments, and shares can point you in the right direction in terms of what your audience is interested in or talking about. 


You can use this insight to decide what content or services you’d like to put money behind as an advertisement. Why misuse money running an ad you don’t know will succeed when you can organically post it for free on social media? You do not decide what patients will like, they do. 


Social platforms your practice should create an account and post to:

  • TikTok
  • Facebook 
  • Instagram 
  • Twitter 
  • Snapchat 
  • LinkedIn 
  • Pinterest 
  • Reddit 


How to schedule posts using Later.com


You are very busy and often, you don’t have enough time to post on social media. 


A great social media post scheduling platform we recommend is Later, you can schedule your posts in advance - up to months before they’d be posted - to help you save time.


Scheduling posts on Later is easy. You choose the date and time you want the content to be posted, then upload an image and write a caption to go with it.


Even though Later is intended to save you time, it is not designed to help you cut corners or be careless with your content. Do not cross-post! This is where you post something to Facebook and share the same image on Instagram. 


You must respect the nature of each platform and in return, you will have the attention of patients who need your care.  


If you had a potential patient's attention - what would you ask them? Or like them to know?

Ready to grow your practice? Speak with a medical marketing expert today - for free.
We advocate for better patient care, that begins with how they discover you.
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Written by
Madeleine Barbera
Content Lead
1550 Larimer Street suite 126 Denver, CO

© Belmar Health 2020
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