There are two main trends in the marketplace these days that can be married to produce great results. The first is the explosion of social media platform usage and the second is a higher awareness towards a healthier lifestyle and preventive healthcare. When healthcare professionals look towards social media platforms to market their business, the results can be extremely promising and encouraging.
So, Why Facebook?
There are many social media platforms that exist today. However, ask anyone and they are likely to come up with names of only about 4 to 5 of them. Among them, Facebook is likely to be the first one that is mentioned. The statistics also support this observational finding. There are more than 142 million active users on Facebook in India and a large proportion of these accesses this platform from their mobile smartphones.
Other Benefits of Using Facebook to Market Healthcare Services
Given that Facebook is, by far, the largest social media platform, most social media marketing companies recommend using this platform if you want to optimize for time and budget allocations.
The Return on Investment is far higher than any other. The incremental reach that you get by being present on an additional social media marketing platform does not yield similar returns.
Business page option –
Facebook offers the option of creating a business page. This is different from an individual page where you have friends or a group page where you have members. A business page typically has ‘fans’, which gives a complete individual identity to the business. The added benefit is that search engines index Facebook business pages. If your business page profile is well optimized for brand and specific keywords, it is likely to appear in organic search results too.
Targeted community –
A business page for your healthcare offering can help you in creating a targeted community that is loyal and satisfied. You can take the physical association further and produce a positive patient experience. The fact that you can market to a specific community enables you to get higher levels of likes in a shorter period of time. You can also analyze the demographic profile of your fans or community and get a better understanding of the age group, gender and specific needs of the people who you are catering to, fostering further decision making with respect to healthcare strategies for your healthcare business.
Easier marketing –
Marketing to this captive group of people who have opted to follow your business or liked your page is a relatively easier option than marketing to the heterogeneous group. Efforts put into this area are likely to get better conversions too. Marketing efforts can be modified and adjusted based on specific needs of the group. For instance, if you’re offering a healthcare service to a large demographics of audience andyou get to know that the age group of the people on your page is older, you can design health campsor events for blood pressure, diabetes or cholesterol checkups. On the other hand, if you have a younger captive audience, you might want to focus on preventive health tips, fitness and the importance of nutrition.
Needless to say, Facebook is a platform where communication is unstructured. Fans talk to the business, other fans and the business can also communicate with fans. The setting of the platform allows for very candid and useful feedback. It is a great opportunity to interact with your customers on a one-on-one basis. Being responsive is essential and therefore someone adept in social media marketing services should undertake this task of constantly checking out the buzz and updating the page.
Since people communicate on the platform, a Facebook page also creates Word of Mouth. A happy and satisfied customer will share a good experience, thereby exposing more people in their circle to your business page. Additionally, you are likely to attract similar and like-minded people to your social media page, thereby ensuring certain homogeneity in your following.
Brand reputation management –
With social listening tools, a good social media marketing company will be able to analyze the buzz being created around your brand. Regular analysis on this data will allow you to understand what your brand value is. What’s more, you can also address any issues that a specific customer may be facing and to ensure they do not turn into negative publicity.
Facebook ad –
Facebook also allows business pages to advertise for a fee. Paid advertising on Facebook is a great idea if you want to increase your reach. A study from Facebook and comScore showed that paid advertising has a reach that is 5.3 times higher than organic results. Such targeted advertising reaches even those who are ‘light users’ of Facebook. A word of caution is mandatory here. Facebook advertising requires some skill. You need to know the specific audience you want to target, how often to target them, the kind of posts to use to communicate with them and the tone of voice that will get the best results. If you want to ensure you don’t lose your precious budget trying to learn the tricks of the trade, hire a social media advertising company