12 Social Media Marketing For Medical Practice Strategies To Try in 2023

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Social media has become an indispensable tool for any business, especially a medical practice. Not only does it help extend your reach, but it also facilitates engagement with your patients and potential customers in a meaningful way. Our Digital Marketing Doctors have put together 12 essential social media marketing for medical practice strategies that can help elevate your medical clinic online.

1. Choose The Right Social Media Platforms To Post On

A patient checking Youtube videos out

The first step to a winning social media medical marketing strategy is to identify where your potential patients spend most of their time online. For most medical clinics, this will be platforms like Facebook, Twitter, Instagram, LinkedIn, YouTube, and Tik Tok. Each platform has different strengths and caters to a different audience, so tailor your content accordingly. Below, we are including social media platform statistics to help you decide which ones to focus on:

Facebook

As of 2023, Facebook had approximately 2.989 billion monthly active users. The largest demographic group were men between the ages of 25 and 34, which was around 19.3% of users. The gender distribution on Facebook is about 56% male and 44% female.

Instagram 

As of 2023, Instagram had over 2.35 billion monthly active users, with the largest age group being between 25 and 34 years old. Instagram has a more even gender split, with about 50.9% female users and 49.1% male users.

YouTube

As of 2023, YouTube had over 2.85 billion logged-in monthly active users. It’s used by 81% of people in the U.S. between the ages of 15 and 25. The gender distribution is about equal.

TikTok

As of 2023, TikTok had around 834.3 million monthly active users worldwide. The largest age demographic was 10-19-year-olds, but the app had rapidly growing popularity among older age groups. The gender distribution varies widely by region.

Twitter

Twitter has around 353.90 million monthly active users in 2022, a 3.93% decrease from 2022. The largest user group was between 25 and 34 years old. The platform had a gender distribution of 69.1% male users and 30.9% female users.

Snapchat

As of 2023, Snapchat had approximately 493 million daily active users. The largest user base was individuals aged between 13 and 24. It is slightly more popular among female users.

Understanding the demographic makeup of each social media platform can guide you in tailoring your content appropriately, formatting your visuals in the correct aspect ratio, and structuring your captions, hashtags, and other elements effectively. This will set up your framework for successful medical practice social media marketing plan!

2. Create Engaging Video Content

A doctor creating engaging video content for his socials

Video content is a powerful tool for marketing your medical clinic on Social Media, thanks to its ability to captivate audiences and convey information in an engaging manner. Some video topics that you can cover on your social media platforms for your medical clinic include:

Educational Videos

Create videos that educate viewers about common health issues, preventive measures, and general wellness tips. This positions your clinic as a source of trusted health information.

Clinic Tours

Give potential patients a virtual tour of your clinic. Highlight your state-of-the-art facilities, cleanliness measures, equipment, and any unique features that set your clinic apart.

Staff Introductions

Introduce your staff members through short video profiles. This helps to humanize your clinic and makes it more approachable. Save them on your Instagram stories so people can meet your team. 

Patient Testimonials

With patients’ consent, share their experiences and success stories. Testimonials can be a powerful trust-building tool and can easily be used for social media ads, stories, and Google My Business posts! 

Procedure Explanations

If appropriate, use videos to explain medical procedures or services that your clinic offers. These can help to reassure patients who may be anxious about certain treatments.

Live Q&A Sessions

Hosting a live video session where your medical professionals answer commonly asked health questions can create great community trust. This is a great way to engage with your audience in real-time, allowing you to build a direct relationship with them. 

Behind the Scenes

Share behind-the-scenes footage of your clinic to give viewers an inside look at your operations. This can make your clinic feel more accessible and transparent.

Health Campaigns

Create videos to promote health awareness campaigns or initiatives your clinic is involved in. This will help show users your involvement in important health topics. 

Telemedicine Services

If your clinic offers telehealth services, create videos explaining how patients can use these services. This can help encourage adoption of these services.

Animated Explainer Videos

For complex health topics, consider using animated videos. They can simplify complex information and make it more engaging.

Before you begin creating videos, it’s crucial to understand your audience and what type of content they prefer. Always keep your videos concise, engaging, and professional. Remember to include a clear call to action, whether that’s visiting your website, booking an appointment, or simply liking and sharing your video. And, of course, always ensure that any content you create complies with healthcare privacy laws and regulations.

3. Leverage Paid Social Media Advertising

Paid Social Media Marketing for Medical Practices

Most social media platforms offer paid advertising options. These ads can be highly targeted based on location, age, interests, and more, making them a cost-effective way to reach potential patients.

Social media advertising also provides medical clinics with the ability to generate lower costs per leads while creating a strong relationship with the surrounding community. One of the most powerful ways to generate cost-effective leads on social media is to offer something for free in exchange for a users contact info. Our agency considers the free item to serve as a “hook” to entice users who already have an existing interest in a topic. Once a user is hooked and in your sales funnel, you will get the opportunity to nurture them into an active patient. Below, we included Creative Social Media Marketing ideas for medical clinics that will dramatically improve your social media presence and patient flow. 

5 Paid Social Media Advertising Strategies For Medical Clinics

Run A Health Awareness Webinar Campaign

Webinars are a great way to generate leads at a low cost. This is because users are not obligated to purchase or book anything in order to get information they are already interested in. In this example, we will use a gynecologist, and how a gynecologist can use social media advertising to grow their practice dramatically. 

As a gynecologist, consider conducting a social media campaign for a complimentary women’s health webinar that concludes with a live Q&A segment. Potential topics could encompass ‘Understanding Prenatal Care’, ‘Demystifying Common Vaginal Health Concerns’, or ‘Essential Knowledge on Bladder Health for Women’. 

These topics would be excellent lead generators and could effectively be adjusted to only target female audiences. Implementing a webinar strategy enables the collection of quality leads that can be further nurtured through email marketing efforts, broadens your social media presence through increased comments and shares, and fosters robust brand trust within your community, as you’re seen as a helping hand addressing their health inquiries.

Run A Free Online Medical Assessment Or Evaluation Quiz

What if you are a vein doctor? Over 40 million adults in the U.S. have varicose vein issues. It is very likely that there are a good amount of social media users in your target demographic that have existing venous issues! Running a free medical assessment quiz targeting these users on social media will allow you to collect vital lead information and quality patient prospects interested in knowing more about their vein problems. 

This assessment can be as simple as helping them identify which type of vein issue they are struggling with. Users who are interested in knowing if they have varicose veins will go through the quiz, freely giving their contact information to see the results at the end. This is a top medical marketing strategy for generating quality leads on social media.

Pro Tip: Keep in mind that you will have to use a HIPAA Compliant Electronic Form to run this strategy. We recommend using a tool such as JotForm to help facilitate a strategy like this. Jotform will also allow you to use Zapier to automate these assessment leads into your sales pipeline, whether it be Salesforce, Zoho, or any other CRM that connects with Zapier! 

Run Promotional Offers

Promotional offers are one of the oldest tricks in the book, but is still being used till this day because of its effectiveness. Have weekly promotions, or monthly ones. Host black Friday specials, holiday specials, and other important holiday specials. Medical Spas can benefit greatly from running paid promotional offers on social media. Maybe offer a first-time customer discount to overtake some of your competitors’ existing customer base. The options are endless when advertising promotional offers! 

Target Your Existing Followers

Something medical clinics do not do often enough is to target their existing followers on their social media platforms. Platforms like Facebook, Twitter, and Instagram allow you to target your existing followers to release important information pertaining to the services your medical clinic offers. Let’s say your clinic is launching a new service, not only can you run paid promotions for new patients, but you can also target your existing followers to generate immediate revenue. The best part of targeting your existing customers is that they are cheaper to advertise to since they already know and trust your brand! Take advantage of the brand equity that you have built and add it to your social media medical marketing plan!

Create A Remarketing Campaign

Another powerful tool social media platforms provide is the ability to retarget users that visited your website, social pages, and more. Consider creating a social media remarketing campaign with engaging video content which can include patient testimonials, office walkthroughs, procedure explanations, and more! Remarketing campaigns are typically cheaper to run because they are targeting existing users within your social media analytics platform. This is a must-have social media marketing for medical practice strategy in 2023!

4. Regular And Consistent Posting

A content calendar for consistent social media marketing content

One of the keys to successful medical social media marketing strategy is consistency. Post regularly to keep your audience engaged and your clinic at the top of their minds. Create a content calendar to plan your posts and maintain a consistent schedule. Ideally, aim to make at least four posts weekly, utilizing the diverse post formats like reels, stories, and feed posts. 

IMPORTANT NOTE: Many social platforms, LinkedIn included, are prioritizing video content, it would be most advantageous for your clinic to produce video content as frequently as possible to optimize social visibility.

5. Respond to Comments and Messages

Social media platforms offer a unique opportunity to interact directly with your patients. Ensure that you promptly and professionally respond to comments, messages, or reviews. This not only resolves issues but also demonstrates your commitment to patient satisfaction. Try being more active on your socials and watch your medical social media marketing results grow!

6. Create Descriptive Captions

Rumor has it that Instagram is applying a more robust SEO Centric Algorithm that will reward users who have more descriptive captions with relevance to the video they posted about. Though this is just a theory, many content creators are experiencing better results with longer captions that are easy to read and digest. It turns out that platforms such as Instagram are using the captions to better understand what the video is about so it can show it to relevant audiences! Play around with descriptive captions and see how it affects your exposure! Try creating more descriptive captions as part of your medical social media marketing plan.

7. Use Hashtags

Hashtags are a great way to increase the visibility of your posts. Use relevant hashtags that patients might use when searching for health information or urgent care services. Hashtags also help platforms such as LinkedIn and Instagram understand what your content is about so it can share it with relevant audiences. However, overdoing hashtags can adversely affect your post’s visibility. Limit your post to a max of 5 hashtags! 3-5 Hashtags is the sweet spot. Try adding more targeted hashtags in your content pieces and see how your medical social media marketing results improve!

8. Create Engaging Content

The foundation of good medical social media marketing strategy is engaging content. The content your medical clinic creates should focus on user engagement and relevance to your audience. Share a mix of health tips, medical news, updates about your clinic, staff profiles, patient testimonials, and more. Diversified content keeps your feed interesting and encourages more interactions.

PRO TIP: Posts with visuals tend to outperform text-only posts. Use high-quality images, infographics, or short videos to make your posts more appealing and to convey complex health information in a digestible way.

9. Use Social Media Chat Features On Your Website

A person using a Chatbot on her phone

With platforms like WhatsApp proving their effectiveness, it’s becoming increasingly challenging for medical clinics to overlook the value of integrating chat features into their websites. Depending on your clinic’s area of expertise, it could be beneficial to incorporate such tools as part of your medical social media marketing plan. It’s advisable to employ a chatbot when it aligns with your clinic’s needs and audience. For example, in Miami, a significant portion of the population identifies as Hispanic, a demographic known for its extensive use of WhatsApp. As a result, this makes WhatsApp an ideal tool for medical clinics in Miami to embed on their websites.

10. Monitor and Adjust Your Strategy

Medical social media marketing requires robust tracking analytics to work at its best. Apply tracking pixels to track important events that happen on your website and socials. Use call tracking platforms such as CallRail to track the sources of your incoming calls. Analytics will help you better understand your audience and make actionable changes. Regularly review your medical social media marketing analytics and tracking pixels to see which posts are performing well and which ones aren’t. Adjust your strategy accordingly.

11. Leverage Influencer Marketing

A woman filming a video representing social media influencers

Depending on your clinic’s specialization, influencer marketing can be an effective medical social media marketing strategy to bring in new patients and build a strong brand presence. 

Choosing the right influencer to market your medical clinic can significantly boost your visibility, credibility, and patient engagement. However, it’s essential to ensure you partner with an influencer who aligns well with your clinic’s values and target audience. Here are some tips to guide your selection:

Relevance to Your Field

Choose an influencer who is relevant to your field of medicine. This could be a health blogger, a fitness influencer, a parent influencer for pediatric clinics, or a lifestyle influencer who often talks about wellness. Their followers should be people who would potentially need your services.

Authenticity

The influencer should be seen as authentic and trustworthy by their followers. Influencers who regularly share personal stories or have a genuine interest in health and wellness can often engage more effectively with their audience.

Audience Demographics

The influencer’s audience demographics should match your target patient profile in terms of age, gender, location, and interests.

Engagement Rate

An influencer with high engagement rates (likes, shares, comments) is more likely to help you reach potential patients, as their followers are actively interacting with their content.

Credibility in Health Topics

Influencers who have shown credibility when discussing health topics are ideal. They should share accurate information and be mindful of their responsibility when discussing health issues.

Values and Image

The influencer’s values and image should align with those of your clinic. They should uphold a positive, professional image that enhances your clinic’s reputation.

Compliance with Medical Ethics

Ensure the influencer understands and agrees to comply with the standards of medical ethics, patient privacy laws, and advertising standards for healthcare services.

Review Past Partnerships

Look at the influencer’s past collaborations. How well did they promote the products or services? Did they disclose the partnership transparently?

Agreement on Expectations

Both parties should agree on the expectations, including the number of posts, type of content, key messages, timelines, and compensation.

12. Create Powerful Email Marketing Campaigns

Don’t limit your social media platforms by overlooking email marketing campaigns! Use tools such as MailChimp to nurture your existing audiences. Email marketing is an often overlooked medical social media marketing strategy that helps a lot with retention and scalability. Create promotional email campaigns, or create a referral program to captivate your audiences.

Using email marketing will allow you to stay top of mind to your existing user base and will increase repeat patients! A medical social media marketing strategy that works very well is creating an automated welcome email series for when a patient submits their information for a particular service. An example could be a patient seeking a new vision doctor, the welcome email could include customer testimonials, articles about vision myths, and more! 

Contact The Digital Marketing Doctors To Help You Grow Your Medical Clinic’s Social Media Presence!

By adopting these strategies, your medical clinic can effectively leverage the power of social media to attract and retain patients. Remember, however, that all social media activities should be compliant with healthcare privacy laws, including HIPAA, to protect patient information. By combining valuable content, regular engagement, and a clear understanding of your audience, you can create a successful medical social media marketing strategy for your practice’s growth.

Contact the Digital Marketing Doctors to help you with all your digital marketing needs! Our Medical Clinic Marketing Gurus will help you create top digital marketing strategies not only for your social media platforms, but for all your digital marketing needs.

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