Why Facebook
With the current wave of digital marketing, everything is now heavily reliable upon it and so is medical & healthcare. Everything online is more feasible for so many people around the world. Since Facebook is the most used platform among all others in digital marketing; having a solid marketing strategy for promoting medical professionals can build and strengthen the entire community. So, community development is key and it is an excellent source in this field to be highly recognized or belong to a social community because doctors are extremely professional, practical and busy people.
What Should The Core Strategy Contain
The core strategy should be based around posting powerful medical & healthcare content that grabs the attention of the audience. Hence, posting about medical facts, about relevant and unique medical and healthcare information, videos about authentic processes in surgeries, latest medical news regarding any new legislations or new medical technologies, scientific medical discoveries will definitely increase the interest of the potential patients and land more interesting users on the page.
Strategy should also be carefully devised with the goal of reaching more potential patients by using the care, awareness or fear factors
Care
Care is associated with doctors, medical & healthcare professionals to a very large extent; therefore, it should be an essential on your page. It will drive more audience because many patients are looking for medical & healthcare advice and assistance but also to be handled with care. Having a good relationship with your patients can increase trust and reliability; leading to word-of-mouth and posting great reviews too. A huge number of people are attracted by the testimonials or reviews they read on your page.
Awareness
The audience is always hungry for more – throw unique information at them about whatever your specialization is in medical & healthcare. For instance, if you are an orthopedist make the audience be aware about how bone issues develop in their body, what they should avoid, what they should include in their diet, daily exercises they can do to keep bones strong. They might be going through some common bone diseases and creating awareness can aid in creating a thinking process in which they can relate to the problem, as they might be going through the same and hence, there are higher chances that through all this content on social media, they can be driven to physically visit you, seeking expert consultation and medication.
Fear
Although one might think it contradicts the care factor but it is necessary in many cases. The doctors can create a fear factor among the medical & healthcare audience, through the content they share on the Facebook page. Many do believe in the factor of ‘better safe than to be sorry’ or ‘prevention is better than cure’, others are deliberately negligent. Therefore, this message needs to be hammered on the audience’s mind that they should fear a disease or they stop it from further spreading until something worse may happen. (Examples may include, Tuberculosis, HIV, Bird-Flu virus). Your content strategy should speak loud and clear, making the message of the campaign or promotion big and even using sponsored Facebook ads and more of video content using testimonials and storytelling.
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