Many radiology groups think social media in the medical field is a waste of time, but we're here to tell you why that just isn't the case. Your practice needs a social media strategy for a number of reasons, but to excel in radiology marketing you don't even have to do much. Healthcare providers are accepting that health care social media is a necessity, but your competition may not yet be on board.
Let's look at some reasons why your practice needs a social media strategy:
1. Because it's the best way to reach consumer-driven patients…
Your mother might say, “if Johnny and everyone else was jumping off a bridge, would you do it too?” In this case, your answer should be a resounding, “YES MOM, I’M JUMPING AND I LEFT MY PARACHUTE AT HOME.” Doctors, hospitals and specialists all over the country are using their Facebook business pages to reach patients, so radiology practices must get on board. Patients are turning to Twitter as well, thanks to the Health Care Hashtag project brought to you by Symplur, making weekly tweet chats and hashtags trend within the industry.
2. Because Search Engine Optimization is your key to success…
SEO practices help your website rank higher for patients searching certain keywords. Want to be the first website to show up when they search for “best doctor in Tampa?” Well, you’ll have to work for it. New SEO practices have shown that more weight is being put on your social sites. This means, if you have patients providing reviews and sharing your posts with their friends, you will be in a better position for patients looking online for practices like yours.
3. Because older people are really into “The Facebook”…
My most active Facebook friend is 100% my Grandma. She “Likes” and shares every post I make, no matter what it is about. She “Likes” every local business she is a patron for, including her doctors. Specialists like radiologists have a largely elderly patient population, but they assume they aren’t reliable for social engagement. That just couldn’t be further from the truth, especially when it comes to “The Facebook,” as my grandma calls it.
4. Because you can use Twitter to reach the unreachable…
PR pros don’t tell you this secret openly, but Twitter is the most affordable and easiest way to reach your local media. Industry leaders, community influencers and news reporters are all over Twitter. You can open lines of communication with them and then when they have the chance to highlight you or use you as a resource, you’ll be ready.
5. Because people like to complain…
People are much more inclined to share negative experiences than positive ones. Let’s face it, by nature, we like to whine and complain. Often, your disgruntled patients will turn to social sites like Facebook, Google Places or Yelp to air your dirty laundry. If you don’t manage your pages, you can’t defend your practice, correct the situation and improve the patient’s impression of you. Care doesn’t end when your patients walk out the door; you need to be accessible to them.
Read More: What If My Practice Gets a Bad Review on Facebook