Doctors are no strangers to social media. By preliminary estimates, at least 30% of doctors use at least one (or more) social network every day. According to other sources, this figure is close to 80%. Numerous social networks are great for promoting clinics, medical companies and any medical practice.
In general, these are progressive representatives of the medical business who understand that health care begins today, for most people, online. They want to communicate with people, potential patients, families and medical staff. All these are positive aspects.
But here a dangerous gap appears, characteristic of social networks. Users will often surf the Internet and social media for professional advice, but most will avoid going to the doctor on their own as a patient.
Basically, the appearance of more doctors in social networks is directly related to the availability of time (or its complete absence), as well as the simplicity (or complexity) of working with certain social media. Or both at the same time. But let's not go into small details. Let's better highlight the main nuances that will really make working in social networks easier.
Incorporate social media into your daily schedule. If you are looking for the easiest way, then post your profile on LinkedIn. You can add (and easily correct) information on any social network - do this when something changes. Despite the fact that filling out profiles in social networks takes very little time, you can do it in several approaches - no one forces you to describe everything at once.
You don't need to be on all social networks. There are about a million social-type platforms, but only a few are worth a carefully thought-out promotion plan. Make a list of the most important sites and work with them.
Your social activity also includes the choice of platform. Patients look for doctor profiles on social networks, checking their reputation and reviews, forming a subjective opinion. In addition to the clinic's informative website, social media will be the main sources important information for patients.
Your smartphone with access to the necessary social networks is always at your fingertips. Social networks basically assume that the majority of users view, add and/or read information using mobile device. Social networks such as Vkontakte, Facebook and others are designed in such a way that the user can easily and quickly use them anytime, anywhere.
If you are not on social networks, you depend on the opinions of others. No one will introduce you online in best light than you can do it yourself. Doctors who choose the path of "social silence" are deprived of the opportunity to further promote their practice and themselves personally, giving way to others. (Or worse, have no say in their field at all.)
Being socially active is quite natural for doctors. Social media success extends to credibility and promotes the spread of information. Think of social media as just another communication channel, another way to convey your knowledge and experience, to help people.
And the reward will be... Active and constant use of social networks is the most affordable opportunity to attract the attention of potential patients. The cost of using social networks is insignificant, while the potential audience is large. Benefits include attracting new patients, building an engaged community, strengthening and enhancing reputation and brand awareness, and improving outcomes.
Translation source - healthcaresuccess.com
Medical services are not the easiest product. The competition is very high, and in the struggle for clients, many medical centers have created publics on Facebook and VKontakte to inform visitors about new services. Ashmanov & Partners conducted a study of this market and found out that the efficiency of many medical centers in social networks leaves much to be desired.
Publications in many groups of clinics do not imply a backlash, and user questions asked in the comments remain unanswered.
Main problems
Here are the most typical problems, some of which are inherent even in large chains of polyclinics with a large marketing budget.
Separately, we studied what causes target audience most questions when choosing which clinic to contact. Here are the most common problems:
- It is not clear how clinics differ from each other.
- It is difficult to figure out which is better - a public clinic or a private one.
- Too much conflicting information in reviews due to competitive wars.
This suggests that medical centers have not yet realized their full potential in building and promoting their brands. Therefore, the factors listed above should be taken into account not only when preparing content, but also when developing positioning.
Informal ambulance website. The whole Russian ambulance kitchen: news, interesting stories, stories, a directory with addresses and phone numbers.
YaVrach.com http://iVrach.com Club of practicing doctors, professional network for Russian-speaking specialists in practical medicine.
Club partners: a number of leading scientific and clinical centers, in particular, Rogachev Federal Research and Clinical Center for Children's State Optics, Research Institute of Emergency Children's Surgery and Traumatology in Moscow, etc. The network is the only Russian-speaking network of doctors recognized at the international level.
Medicine.ru http://imedicina.ru - medical social network brings together specialists of various profiles, medical institutions, doctors, independent experts, pharmacists, patients, as well as all interested users in one Internet community.
- The latest news and publications in the field of medicine and health
- Professional community of doctors and medical workers
- Ratings, reviews, comments of patients and specialists about medical institutions in Russia
- Videoconferences of the best specialists in the field of medicine
- Articles and publications of the best specialists in the field of medicine
- The latest vacancies of the best public and private medical institutions
Doctor at work http://doktornarabote.ru - one of the largest communities of doctors on the Russian Internet. Here you can get a free consultation from qualified doctors.
Novayameditsina.ru http://novmed.net is a unique social network for medical specialists, doctors, students of medical universities, employees of medical institutions, pharmacists, and everyone who, one way or another, is related to medicine. Here you can find and add any information on medical topics (video materials, teaching aids, photographs, presentations or abstracts), cognitive and educational orientation, evaluate and comment.
Medtusovka.ru http://medtusovka.ru
- Learn about events
- Subscribe to magazines
- Communicate with colleagues
- Looking for a job
- Publish articles
- Create councils
- Build a personal library
- Plan your time on the calendar
Doktornet.ru http://doctornet.ru - communication of doctors on professional topics and on work issues. Conducting meetings and seminars on medical topics. Medical coverage. institutions throughout Russia. Discussion of drugs, diagnoses, diseases professional development. For patients, evaluation of doctors, expression of gratitude form positive feedback and an objective opinion about the doctor and medical institution.
Save health.com https://www.healthkeep.com - social network on English language. Brings together people with similar symptoms and helps them better monitor their health by sharing experiences. Forum where people ask health questions and search best practices treatment.
“The only way to stay healthy is to eat what you don’t like, drink what you don’t like, and do what you don’t want to do,” said Mark Twain. Watching the pages of the majority medical clinics on social networks, I also want to add “read boring posts”. But content for medical clinics on social media can be interesting and engaging. Dania Tamachina from Contempium has collected rubrics for groups of medical clinics in social networks based on the analysis of the pages of 20 clinics, whose content is in demand among the audience.
It is interesting for the audience in social networks and will help the clinic:
- Agree, it's nice when you know your doctor in advance? As opposed to dry facts (name, age and regalia), you can talk about how the staff lives outside of working hours. We are interested in how people around us live, even our dentist or the administrator from the clinic. But here you need to feel the measure and try not to “overlap” professional information with everyday information.
- . An obligatory part of the content plan of any clinic. Do not forget to notify in advance about current promotions and bonuses from your company. Keep in mind the attractive design of the promotional post, which immediately shows the benefits of your offer.
- Good and helpful. Who helped, how helped, who helped and when helped. It is important. A simple laudatory post has not worked for a long time and causes nothing but irritation. Therefore, try to give users useful reviews. Of course, health is a very personal topic, it is unethical to post reviews on behalf of your patients, but you can post anonymous reviews - users will be able to distinguish a real review from an "artificial" one.
