Orthotown May 2018 - 25
by Heather Frechette-Crowley
Heather Frechette-Crowley
is the director of product
marketing at ProSites.
ProSites helps clinicians
accelerate practice growth
and acquire new patients
through website design and
online marketing solutions,
including search engine
optimization, social media
and pay-per-click advertising. Information: prosites.com
C
reating a social media presence
for your practice is a lot like
visiting a breakfast buffet. There
are a ton of options, some wiser
than others (fresh fruit-yes;
extra hollandaise sauce-not so much) and
while enticing, sometimes the sheer volume
of options can result in temporary paralysis.
Waffles or pancakes? Sausage links or patties?
Latte or cappuccino? Auuughh!
But unlike the temporary traffic jam at
the omelet station, indecision when it comes
to social media could have a lasting effect on
your practice. On average, a person spends
118 minutes a day on social media.1 If your
practice isn't there, you're missing a direct
path to current and prospective patients.
So, loosen your belt and pull your chair
up to the table.
Picking the right meal
At first you may be tempted to try
every social media platform at once, from
Facebook and Twitter to YouTube and
Instagram. Don't. A better approach is to
start with the one or two platforms that
will give you the most exposure. It's much
safer to branch out to additional platforms
when you're ready than it is to let sporadic
posts die a slow death online.
followers to vote on Halloween costumes
for the staff. Redecorating the lobby?
Let your online community weigh in on
paint colors or waiting room magazines.
Whatever the topic, remember to close the
loop with your followers once the decision
has been made (e.g., "Thanks for voting!
This Halloween the #YourPracticeName
team will be dressed as characters from
Disney's Frozen. Brrr!")
So how do you know which social media
platforms your patients use? Here's a hint-if
your patients are people, Facebook is a
good place to start. Given that Facebook has
1.79 billion monthly active users,2 it's a safe
bet that your patients use it daily.
Effective use of social media creates
an ongoing conversation with current and
prospective patients, so use the same tactics
that you would to create a great in-person
conversation. Ask questions, share interesting
information, and maintain the flow with
responses. Essentially, be engaging.
Question posts get 100 percent more
comments than standard text-based posts,3
so don't be shy with your requests. Create
opportunities for your followers to be
involved. Try a Facebook poll that asks
orthotown.com \\ MAY 2018
25
http://www.prosites.com
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown May 2018
Orthotown May 2018 - Cover1
Orthotown May 2018 - Cover2
Orthotown May 2018 - 1
Orthotown May 2018 - 2
Orthotown May 2018 - 3
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Orthotown May 2018 - Cover3
Orthotown May 2018 - Cover4
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