Boosting Facebook Engagement for your Medical Practice | Social Media and Healthcare | Scoop.it

When it comes to social media, the name of the game is engagement. After all, what good are all of those fans and followers if they don’t care about or pay attention to what you’re doing?  Just last month, my team and I guided one of our orthopaedic clients into the top ten national “medium-sized” companies competing to win the Social Madness Competition presented by The Business Journals.


Below are some of the strategies we employed to become the “little orthopedic practice that could.”

Identify Your Facebook Target Demographic


Be sure to determine your Facebook page’s demographics before attempting to craft your messaging.

When your office utilizes social media, whom exactly are you trying to reach? If you just say, “Patients,” you haven’t looked into your page insights deep enough. By clicking on the “People” tab you’ll get a top-level overview of who your followers are – gender, age and even location. This information is key when crafting your messaging, as you wouldn’t have the same message for an 18 year-old-male that you would for a 64-year-old female. For this client, we target 35-44 year old females using key imagery and posts that appeal to the mom demographic.

Find Your Most Successful Post Types

Facebook is great for communicating with patients in part because it’s so versatile. You can post a myriad of topics and ideas that appeal to your specific fanbase and Facebook will keep track of how successful each post is for you. For free. Photos, status updates, links, videos – post some of each to find out which ones resonate with your fans. We’ve found that photos generally work best from an engagement standpoint – both in terms of clicks and interactions (“likes”, “comments” and “shares”).  After photos, our most successful results have come with status updates, followed by links and then videos.

Create Interesting Content That Fits Your Successful Post Types

A snapshot of the Facebook reach and engagement levels for one of our clients.

Sounds easy, right? For the most part it is (though it gets a little more difficult when competing against the top companies in the country for months on end, but I digress). If photos work well, be sure to plan ahead and have some fun, creative ones scheduled for the month. Remember, Facebook – and social media as a whole – is supposed to be personal, so not everything has to just be an office photo with a doctor. Those are great and they shouldn’t be ignored; however, don’t feel like you can’t put up a crazy themed photo or a popular meme, too. When updating your status, let people know what’s going on in your office. Having a staff appreciation day? Show your fans your office has some personality. Happy it’s Friday? Tell the world. Odds are, they are, too.

We’ve also found that our followers really enjoy posts that relate to charitable giving and those that ask them questions while presenting facts. For example, come up with a statistic that relates to your practice and have your followers fill in the blank. Or, ask them to answer a true or false question about something you treat in your office. It may sound silly, but simple exercises like this will get people engaged, and it will get them to share the content with their friends and family (i.e. potential new patients).

The End Result

Ultimately, engagement should be your goal with social media, not click through rates to your website. Social media is your way to become more than just a medical practice to your patients. It’s your way to become a part of their lives outside of the office.

As an added benefit, when done correctly, you’ll see benefits within your practice walls as well. For example, just within the contest period alone, we had several patients tell us they scheduled an appointment with the practice because they found them on Facebook or saw a post their friend “Liked”. We were also able to schedule at least one surgery, thanks to someone finding the practice on, you guessed it, Facebook. Thanks to an increase of more than 800 page likes, we were also able to exponentially grow the practice’s organic reach to thousands of potential patients in just a few short months without spending a dollar. It’s all about engagement.