Quality Over Quantity
Direct Primary Care physicians don’t always know what they’re getting into with social posting. Most turn to outsourcing because they don’t have the time to get to know the process and learn to navigate social media. They may as well be holding up a big SOS beacon. You need to be an expert in the field so you can provide the best value to your patients.
Most companies agree that “creating compelling content for social media is both the most effective (82%), and most difficult (69%) part of social media marketing tactics.” It’s also one of the most difficult social strategies that brands carry out.
The point is, there’s more to local social media marketing than you might think. There’s a big difference between posting to your personal profile and posting on behalf of your business.
Behind every great business…
… is a group of great people! A business starts with the people who run it and ends with the people who use it. Before thinking about what your practice should post or what patients want to see, ask yourself if—as a person— you’d be engaged by that content. If there’s no voice or personality in your practice’s online presence, people get disinterested pretty quickly.
Be personal! Connect with your followers. Brands can be promotional and engaging at the same time. Just make sure that the engaging posts outweigh the promotional ones.
The good, the bad and the spammy
Everybody has that one person on Facebook who chokes up their feed with multiple opinion pieces or “buy-my-product” posts. Don’t be that person. Nobody wants to see that from their friends, and guess what? Nobody wants to see it from a physician, either.
Focus less on yourself and more on your followers. If someone follows your practice, they already know about your practice. There’s no need to over-saturate a feed with links to your website: if it’s listed on the page, followers already know how to get there.
So what’s the secret? I’ll tell you: providing followers with value is what makes them want to stick around. And I’ll let you in on another secret: physicians don’t have to post something every day to keep that engagement. If you can provide value while posting every day, then by all means, post daily. If that’s not the case, stick to this rule: quality over quantity, folks. Quality wins every time.
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