One of the axioms of digital marketing is that the web and social media are increasingly visual. A well-written post that addresses real-life concerns might get some traffic but a good visual presentation offers the potential for going viral and sticking in the memory of people who see it. Instagram, a platform owned by Facebook, is increasingly popular and a great way to do this.
Now we’re not suggesting your medical practice start posting memes of a woman yelling at her cat over healthcare advice. But you can follow these tips for effective Instagram healthcare marketing.
Do no harm
The Hippocratic Oath isn’t a bad place to start. The average person might be able to jump on Instagram and start posting all their pictures and videos, but a responsible medical practice faces limitations. You may want to post some photos of your staff in action but presumably, a patient is involved. Do you have that patient’s written consent? The same goes for patients who may appear—even incidentally—in any videos you may shoot. Your legal counsel will be well aware of the liability dangers and be able to draft language enabling patients to agree to participate.
Post informative content
It’s easy to go to 1 of 2 extremes on social media. The first is to go all-out asking people to book appointments and become patients—after all, that’s the ultimate purpose of your presence on these platforms, isn’t it? True, but like anything else, trust needs to be built. The second extreme is to post banal content about the employee lunch just to keep your account looking active. Those types of posts have a limited place. But you can’t feed your audience a regular diet of feel-good posts without substantive content.
Share information that people wonder about in their daily lives. You know what these are because you’ve spent your entire career answering those questions. What can people do to reduce the likelihood of cold and flu during the winter months? What are the at-home remedies they can apply? On a deeper level, what are the best ways to reduce the odds of cancer? A simple photo with three tips can go a long way on social media.
Follow the 80/20 rule
It is important to make direct overtures to your audience to come in for a visit. To that end, make sure you incorporate the Call-To-Action tools that come with an Instagram business account—such as a “Book Now” button. Just make sure these overt pitches are kept within the proper context. The 80/20 rule is just what it sounds like—the principle that 1 out of 5 posts should be a sales pitch and no more.