| SoCiAl MediA | pracTIce managemenT
for your clinic and create your own steady stream of content. Simple editing programmes can be implemented to cut the content into suitable brief segments. if there is no one on the staff who can effectively take ownership of this task, hire a local videographer to come into your clinic once per month, or as needed, to film a number of segments in half a day and professionally edit the clips for YouTube. Uploading materials is fast and simple to do once the clip is ready to go. As with other social networks, YouTube can be formatted to allow all new videos added to be posted on Twitter automatically.
Getting the most out of your social engagement So you’ve got a Facebook page, linkedin profile, Twitter account, and YouTube channel. Now you have to effectively measure results to make sure your strategy is working. Metrics need to be specific to your clinic business to measure how your social media efforts are driving traffic, patient inquiries, and treatment revenue. To maximise the effects of these platforms, all of your social media marketing should ideally be integrated into one seamless online experience. For example, Facebook, Twitter, YouTube and linkedin hyperlinks should be placed on the landing page of your website and included in eBlasts that your practice sends to patients. Facebook page posts can be automatically posted to Twitter in real time. Your clinic addresses in all social media platforms should be included everywhere all the other contact details for your clinic are promoted, both online and in print, including your email signature.
Conclusions At first glance, social media may seem to be more cost-effective than other marketing initiatives, such as public relations or print advertising, because a big budget is not required to be successful. However, it is extremely labour-intensive for a busy clinic, and it takes daily engagement for a period of at least 6 months to see results and reap the rewards. You should assign a dedicated person on staff to stay on top of social media marketing, or preferably outsource what you cannot accomplish in-house to an
prime-journal.com | October 2011
experienced social media consultancy that understands your business. A well-executed social media
marketing programme can generate new business, keep your existing patients loyal by engaging with them, increase your Google rank, and enhance word of mouth. The biggest mistake many clinics make is to fail to develop a long-term strategy before diving into these platforms. Think of social media marketing (SMM) as a key component of your overall clinic marketing strategy that deserves at least as much thought, effort, and budget to work.
This is the first of a series of timely clinic marketing articles from international consultant Wendy Lewis for PRiMe.
In our next issue: if You Build it, They Will Come does Not Apply to Websites: Rules of the Road for effective Clinic Websites
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