Online Reputation Management for Doctors
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Online Reputation Management for Doctors
Curated and Written Articles to help Physicians and Other Healthcare Providers manage reputation online. Tips on Social media, SEO, Online Review Managements and Medical Websites
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5 Surprising Facebook Tips for Healthcare

5 Surprising Facebook Tips for Healthcare | Online Reputation Management for Doctors | Scoop.it

Sick of posting the same types of updates over and over again to your healthcare organization’s Facebook page? It’s a fun marketing tactic for your team to take on. And yet, many businesses’ Facebook strategies tend to grow stale over time.

 

We’ll be the first to admit that organic Facebook activity is not a primary source of lead generation for healthcare organizations. 

1: Use plenty of video

It’s probably not surprising that you can post video to your feed. But it may be surprising how much of a difference video makes in your social media advertising strategy.

 

According to Hootsuite, 71% of people have increased their amount of time spent watching online video since 2018, and it is the dominant form of media on the internet today. Additionally, Facebook video can increase brand awareness to about 67%—as long as it’s optimized for a mobile device.

 

Use video as often as you can if you want to reach more people, both organically and in Facebook ads. On average, people watch video 5 times longer than they look at text posts or image posts online. 

2: Expand video to your cover photo

You don’t have to limit your videos to your news feed. Make your business profile stand out with a video cover image. People on the fence about following you may be drawn in by movement, whether it’s video of happy patients or shots from around the office.

 

Here’s a tip: you don’t have to have each video professionally made. Your cover photo (and your online ads) could be improved even with a simple animation. Use a site like Animoto (or any of dozens of apps like it) to make video creation a lot simpler. Any amount of movement is proven to be more effective than a static image.

3: Animate your profile picture

You could have movement in both your business profile’s cover photo and profile picture. You’ll simply upload a GIF as a profile photo using a tool like GIPHY to create it from a video clip.

 

We’d recommend against having too much movement on the top of your page—you might consider picking either an animated profile picture or video cover photo. You don’t want to distract from your ultimate message—that people should follow your page or, more importantly, call for an appointment.

4: Pin posts to the top of your page

Got a big announcement to make that you want everyone to see? Chances are high that you’ll keep posting and re-posting about a new practice location, a new service line, or something else that may be of interest to a prospective patient. And that’s a solid strategy.

 

But there’s another easy way to make sure this announcement is the first thing people see when they click on your page. Simply pin your announcement to the top of the page by clicking the ellipses at the top of the page.

 

5: Don’t leave out the little things

One of the most surprising things we see in Facebook business pages for healthcare organizations is how much is missing. 

Many businesses don’t realize how important a call-to-action is. People need to know what action you want them to take after visiting their page.

 

Should they “Call Now” or “Book Online?” Business pages have the option of adding a call-to-action that links to a phone number, website, or booking tool. 

 

Otherwise, just make sure your profile is completely filled out. Include links to your website and YouTube channel. Fill in your “About” information and make sure people know how to find you with your full address and contact information.

 

Optimize your Facebook even further with the help of social media advertising experts. Contact Healthcare Success at (800) 656-0907 for a complete online advertising strategy that includes mobile-optimized video ads that reach your target audience.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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5 Things Medical Professionals Should Know Before Using Facebook

5 Things Medical Professionals Should Know Before Using Facebook | Online Reputation Management for Doctors | Scoop.it

Facebook continues to be a conduit for connecting people with one another around the world, while also allowing businesses to communicate with their existing and potential customers. As a medical professional, it’s important to use Facebook as a channel to interact with your patients but with the right conduct in mind.

 

A medical professional should use a variety of marketing channels to build up a community around your practice, hospital or other type of medical facility. Social media is an important channel for building this connection with your customers by organically reaching them online where they are most active.

 

As of today, over 1 billion people are on the Facebook platform making it the social media network with the largest audience. There are multiple social networks medical professionals should be active on, but since Facebook is the social channel with the largest following; it’s prudent to understand how to present yourself on this network first.

 

Once you’ve established your personal conduct and marketing strategy on Facebook as a doctor or other healthcare professional, you can then begin to roll out how you’ll present yourself on Twitter, LinkedIn and other major social networks. It’s always important to have a structure approached to how you’re marketing yourself and in turn, your organization which is why you should focus on one network at a time before adding another social channel to be active on.

1. Match the Needs of Your Patients

Are you a nurse? A doctor? A therapist? Regardless of what type of medical professional you are, it is important to accommodate the needs of your patients and share your specific expertise before you begin connecting with current or former patients on Facebook.

Whether you’re active on your own personal Facebook profile or on a Facebook page for the larger organization you’re employed by, share news, tips and advice about your expertise whether it’d be fitness tips, ways to improve mental health, how to increase your metabolism etc.

As a medical professional, it’s your task to better the health of your patients and Facebook can help further echo your cause. Use Facebook and eventually other social channels to share actionable knowledge about your health care expertise.

Continue to share this information publicly with your growing network to match the expectations your current and future patients have about you as a professional or about your organization as a whole. A current patient will certainly find more value from you if you continue to deliver advice online as well as offline.

At this same time, it’s still okay to share personal content unrelated to your career on Facebook, just as long as the right people see this content. This can be controlled by editing the privacy of each post shared on the network.

 

To ensure that the content you’re sharing on Facebook is available publically to patients or privately to your personal network, visit the screen above when sharing career oriented material. Anything posted to Facebook can be set as public, private, only viewable to certain friends and to a few other options by clicking on the globe at the bottom right box where you share content.

Share any content that could benefit your patients to the public from your Facebook profile. If you’re using a Facebook page, all the content shared on that page is public by default.

2. Set Boundaries on Your Social Media Accounts

It’s critical that you set boundaries in terms of how you interact with patients on Facebook and social media from the beginning, before connecting with them or suggesting they like your Facebook page. When it comes to how you interact with current, future or former patients on Facebook, always respect their privacy and personal space.

On Facebook, your main goal as a medical professional is to provide valuable content and spur interesting discussions about your particular expertise in healthcare that will help remind your community of your in-depth knowledge on the subject for the next time they may need your medical advice.

The social network acts as a way of getting valuable expertise you have about health care to your patients in their newsfeed where they are active almost everyday. Communicating with your patients too frequently on Facebook or other social networks can be extremely off putting, uncomfortable and could completely tarnish your reputation.

 

Follow these rules to establish clear boundaries surrounding your social media use that will help strengthen your relationships and avoid offending anyone in your community.

*Keep your Facebook account clean and appropriate at all times, even when it comes to private posts.

*Always share accurate information with your community.

*Respect the privacy of your patient’s medical history at all times.

*If you’re ever in doubt when it comes to posting content, then wait to share that content and revisit it at another time.

*With privacy in mind, never identify anyone as a patient. Treat your community as neutral to avoid any conflict of interest.

*Ask permission to share content that isn’t yours to make sure you or your organization has the right to distribute it to your audience.

*Never ignore the requests of your community to ensure you’re respecting their needs and interests at all times. Listen to the feedback you’re receiving to make sure you’re making the most impact from your efforts.

*Educate yourself on Facebook best practices on a consistent basis to keep your knowledge of the platform and your community fresh.

*Let your patients and community members do a majority of the friending and liking to ensure it’s on their terms and doesn’t encroach on their personal space. Accept friend requests on a case-by-case basis and use your better judgment on who you should associate with online and who you shouldn’t.

3. Keep Privacy and Legal Concerns in Mind

Like mentioned above, privacy and legal concerns should be at the top of your mind when using Facebook professionally. Most medical professionals are familiar with Health Insurance Portability and Accountability Act (HIPAA), which requires that all patient related information be kept completely confidential.

In terms of Facebook, it’s illegal to even identify someone as a patient or reference anything related to their medical history. Discuss content on your Facebook and social profiles that isn’t patient specific to avoid any conflicts that break the doctor and patient confidentiality.

Stick to publishing tips, advice, industry news and other content that will help express your healthcare expertise without jeopardizing your career. Anything posted about your day to day as a medical professional could be used against you in a malpractice case, always be thoughtful about what you are and aren’t posting on Facebook.

Do not offer clinical advice on Facebook under any circumstance, always instruct a former, current or future patient to contact you or the proper medical professional to schedule a consultation appointment. Craft a response to these type of requests on Facebook that clearly directs people to contact you to schedule a consultation. By setting up a set of guidelines to follow in this specific circumstances, you’ll save time and avoid risking any potential conflicts.

The University of Pittsburgh Medical Center (UPMC) uses a few different responses to medical questions on their Facebook page to help avoid any potential issues. Take their example and craft your own response to any moments where clinical advice is being requested on Facebook or elsewhere.

4. Build a Strong Network of Connections

Using Facebook on a regular basis to build continued visibility around your medical profession is a form of content marketing. By continually sharing content around your expertise, you’ll begin to build expectations with your audience as to what type and what quality of content you’ll release in the future.

By sharing content that’s valuable to your audience on Facebook overtime, you’ll be able to build upon existing patient relationships and help spur new connections. As compared to traditional advertising, content is often viewed as more trustworthy by consumers and one of the most effective ways to get in front of these users is on Facebook.

When creating content, focus on how it’ll be presented on Facebook to best match the intricacies of the social network. Decide which of the content shared on Facebook will live solely on the platform, while others will be links to content on a blog, website or other social properties.

Define the right balance for your Facebook presence suited to the time and resources you have available. All content shared on Facebook should have a visual aspect, concise copy and a call to action with each post.

For instance, share a fitness tip on Facebook with a photo of the tip in action, about 85 characters explaining the fitness tip and possibly a call to action to read more about it on your blog.

By combining all those key elements in different combinations, your Facebook posts will get more interactions on the social platform in the form of likes, comments and shares and as a result, will hopefully make your network of connections much stronger.

5. Find the Balance Between Appropriate and Personal

There is a fine line between being both appropriate and personal on Facebook as a medical professional. By being appropriate, you’re limited in how personal you can be with your connections on the network but it’s possible. Don’t be the first to reach out to your patients publicly on Facebook, but instead extensively monitor their feedback on the content you’re sharing.

You can remain appropriate by not identifying that any one is your patient and not releasing any other sensitive data you’ve collected from your network. However, to make the feedback you’re receiving from your network useful and add a personal touch to your communication on Facebook, simply listen.

Your network of Facebook friends or fans will leave comments, messages and write on your timeline with feedback about your content, the industry and your services. If you’re actively listening to this feedback, you’ll be able to detect patterns from your Facebook connections that can help inform what type of information is shared in the future, which type of content to prepare in the long-term and more.

Personalization across any profession is all about catering to the specific needs of different customers, which in this case is your patients. Give your patients the information they’re looking for on Facebook and you will continue to see increased interactions on your content and more trust between your network in terms of your credibility.

The more you listen and react to the constructive feedback you receive, the more excited your network of Facebook connections will be to interact with you on Facebook again. The most ideal circumstance is being recognized as a reliable source of information on a particular healthcare topic and that you really listen to the input of Facebook friends and fans.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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5 Simple Ways Physicians Can Boost Their Online Presence

5 Simple Ways Physicians Can Boost Their Online Presence | Online Reputation Management for Doctors | Scoop.it

It’s safe to say that by now, most professionals within the healthcare industry understand the importance of a solid web presence when it comes to attracting new patients and holding onto existing ones. The internet, and search in particular, has fundamentally altered the patient path to treatment, empowering healthcare consumers to conduct their own research and make their own decisions when seeking out treatment options.

As a result, many medical practices are scrambling to establish their online presence and capitalize on these consumer-driven trends — however, it’s important to recognize that in an increasingly competitive local health market, simply throwing up a website and a few digital ads isn’t going to cut it anymore. Here are five ways that physicians can optimize their digital marketing efforts and stay one step ahead of the competition.

1. From One Patient to Another

Peer reviews have become the gold standard of quality control — in fact, 90% of 18-24 year-olds say they trust medical information shared by peers on the internet. While, at the end of the day, the content of online reviews may be out of your hands, there’s a lot you can do to garner a favorable rating for your practice on these sites.

First, claim your profile on popular review sites like Yelp, ZocDoc, Healthgrades, and Vitals. Many of these sites offer “freemium” services (or free services with the option of paid upgrades), making them a quick and easy way to increase your visibility online. It’s also a good idea to encourage satisfied patients to actually go to some of these sites and spread the word about their positive experience at your practice. Not only does this enhance your online brand, but it helps bury and mitigate the damage from any potential negative reviews you may have.

2. Get a Listing on Google My Business

There’s no denying that when it comes to digital marketing, Google reigns supreme. While search engine marketing (SEM) and search engine optimization (SEO) are, of course, vitally important, many medical marketers spend all their time and energy on these areas, overlooking a number of impactful platforms and tactics as a result. One such platform, Google My Business, is a medical practice’s one-stop-shop for directory listing optimization. Subscribers’ business information appears on Search, Maps, Google+, and Google Places. This means that prospective patients can easily find your practice, regardless of where they are or what kind of device they’re using.

3. Mobile Matters

Today, about 72% of American adults own a smartphone, and about 62% of those users report using their mobile devices to seek out health-related information. In response to these trends, Google updated its search engine algorithm to give preferential treatment to mobile-optimized websites back in early 2015. Since then, any physician who wants to boost his or her practice’s ranking in Google’s organic search results must ensure that their website is “mobile-friendly.” To see if your current website is up to snuff, copy/paste the URL into Google’s handy Mobile Friendly Tester.

4. Blog, Blog, and Blog Some More

Here’s some advice that translates over from the pre-digital world: it’s a lot easier to find something when there’s a lot of it. Consistent blog publishing is a great way to not only claim more online real estate, but also to strengthen patient trust in your brand and establish yourself as an industry thought leader. Write posts that will resonate with your target audience and demonstrate your specific areas of expertise. Enhance the SEO value of your content by crafting keyword-heavy titles and interlinking with other pages and blog posts on your site. That said, don’t overload your articles with anchor links and overly-promotional calls to action (CTAs).

5. Never Underestimate the Social Network

Social signals, or the activity generated on social media around ‘likes’, ‘shares’, and ‘retweets’, can have a huge bearing on where your site appears in Google searches. While the exact SEO impact of social signals is difficult to pin down, there are certain ways to easily increase your online presence through clever social media usage.

Aim to regularly post content that people would want to "like" or, ideally, "share." Each share will expose your post to new potential patients, while simultaneously boosting your ranking in Google searches. Remember: you’re trying to connect with patients, so your content needs to appeal to people outside of the medical profession. As with blog posts, you should post regularly to maintain an engaged following. Finally, be sure to utilize all of the major social media sites: Facebook, Twitter, Instagram, Google+, and LinkedIn.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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Social Media for Medical Practices: 3 Tips for Launching a Facebook Page

Social Media for Medical Practices: 3 Tips for Launching a Facebook Page | Online Reputation Management for Doctors | Scoop.it

Social media has become a prevalent part of the lives of consumers, and a vital tool for businesses to reach them. With more than 1.8 billion active users, it's no surprise Facebook is one of the biggest and most powerful social platforms out there.

 

Despite the growing popularity of Facebook and social media in general, these platforms have been slowly adopted by the healthcare industry. You may have some uncertainty about social media and its value within healthcare, but the reality is you can no longer afford to ignore it; social media has become the way of the world.

 

While jumping into social media may seem intimidating for your practice, it shouldn’t be. Facebook is a necessary channel for connecting with your existing patients and attracting new ones. Think of the platform as a way for you to interact better with patients, provide them a real look into what it’s like to be a patient at your practice as well as define your online reputation. 

 

So what’s the next step for practices wanting to enter the Facebook world? Let’s review a few ways to achieve a great medical practice Facebook page—one that will benefit your practice and your patients.

1. Tell Patients Everything They Need to Know About Your Practice

Your patients are relying on social media to find information they need, such as recommendations about local businesses and even where to receive medical care. For many, Facebook has become a daily news source and resource for them to find answers about anything they want to know. According to FierceHealthcare in an interview with Kevin Pho, M.D., internal medicine physician and founder of KevinMd.com, 72 percent of people are looking online for health information. With so many people using Facebook to find information, medical practices can use this to their advantage.

 

When setting up your Facebook page make sure to make it easy for patients to find any information about your practice they may be looking for. Include a profile photo, such as your practice logo and a cover photo. Both images should be good quality photos that clearly represent your practice. Additionally, don’t shy away from the about section; be thorough about filling this section out so you give patients a good description of your practice. It’s equally as important to provide accurate practice details such as:

  • Phone number
  • Location
  • Business hours
  • Website
  • Doctor's name(s)
  • Specialty/conditions you treat

2. Share Helpful and Informative Content with Your Patients

Medical practices can also leverage Facebook to share information such as new research, health insights or other relevant information. Sharing information via social media is a great way to reach and educate patients while also building your online reputation.

 

During the flu season, for example, a doctor's office can share information about flu season statistics and posts to encourage preventive care. A simple post that reminds patients to get their flu shots, helps bring patients in while also promoting information that will help your patients and followers stay healthy throughout the flu season.

 

Keep in mind any content you share should be relevant to your patients as well as fall in line with the role you play as their healthcare provider. While you're content should also be consistent with your practice brand, you can have some fun with your posts by sharing a wide variety of content such as:

  • Educational posts that share your expertise and advice
  • Promotional posts that showcase your services
  • Candid posts that personify your practice
  • Practice-specific posts that give more info about your practice

Keep these additional best practices top of mind for maximizing engagement for the content you share:

  • Keep the length of your posts within 40 characters.
  • Always use an image to supplement your post.
  • Incorporate video to tell your story (video content works well and is very shareable).
  • Post often (at least 1x a day) and maintain a consistent schedule.
  • Use hashtags when relevant.

3. Be Communicative and Interactive

Facebook promotes a new interaction between the practice and the patient. It’s never been easier to get your voice heard as a physician and connect with your patients. Though the internet isn’t the place for sharing private patient information, social media can be useful and convenient for general conversations.

 

For example, practices can use Facebook to communicate new office hours or holiday office hours so patients are aware of your updated schedule, without having to call in. Practices can decrease the amount of calls that come in and it’s more convenient for the patient. In some instances, this convenience could sway someone to choose one practice over another.

 

In addition, the Facebook reviews feature can give you insight into how your practice is doing from a patient’s point of view. Good reviews serve as additional credibility that will help promote your practice and give you insight into what you’re doing well. Bad reviews can help you pinpoint areas that need improvement. If you do receive a negative review, thank the person for their response and try to take the conversation offline as soon as possible to resolve the issue.

 

Facebook is a social platform, so it’s important to remember to be social with your followers. Be communicative and interactive. If you receive a comment, or someone likes something on your page, provide a thoughtful response. If you receive something that shouldn’t be addressed on Facebook, like requests for medical advice or patient-specific questions, follow the same two-step process mentioned above in the negative review example.

Closing Thoughts 

The bottom line is social platforms, like Facebook give you an opportunity to increase visibility of your medical practice, keep in touch with your patients and build a following by sharing information. By following the earlier examples discussed above, you’ll surely be on your way to a successful, Facebook page for your medical practice. 

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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10 Things Healthcare Marketers Get Wrong With Facebook Ads 

10 Things Healthcare Marketers Get Wrong With Facebook Ads  | Online Reputation Management for Doctors | Scoop.it

Facebook isn’t always the easiest platform to stay on top of, due to it’s constantly changing ad setup interfaces, constant updates, and routine algorithm adjustments. There are subtleties in the setup that can cost you in ad spend, traffic, and potential revenue depending on your campaign strategy and intent. And if your strategy isn’t up to par prior to setup, you’re almost better off burning those campaign budgets yourself. Facebook doesn’t lament poor ad campaign execution – it profits from it!

So for those reasons, we’ve put together the top ten mistakes healthcare marketers in particular (but by no means exclusively) make that we see most often. Some of it is simpler than you think!

1.  Your content isn’t tailored to a specified audience

2.  You’re shotgunning ad campaigns

Shotgunning is a side effect of wanting your content to be seen as soon as possible by as many people possible. It’s as expensive as it is ineffective, because Facebook is the center of attention for a lot of diverse audiences. Be sure to take your time. Select the right interests, locations, groups, and demographics that make up the core of your target audience. Facebook’s algorithms are tied to relevancy – if your ads aren’t relevant, you’re burning your ad budget with your own hands.

3.  You’re not engaging with your audience

If your audience is actively engaged with your content, or trying to reach out to you directly – don’t be scared, engage with them! It promotes quality discussion and brand trust, and is always best to do. Leave no stone unturned when promoting greater conversation around your brand.  Not to mention, leveraging comments on Facebook has HUGE impact on your marketing strategy. It can impact everything from the content you use, depicted imagery, how you refine your audience, and even how you refine your message.

4.  Your bid strategy is off

Outside of targeting the wrong audience, and producing irrelevant content – this is the most costly mistake of them all.  When setting up your campaigns, in the “Ad Set” edit section – scroll down to the “Optimization & Delivery” section and (when under the When You Get Charged option) be sure the selection is not set to impression! This basically gives Facebook free range to charge you, as it’s based on purely views.  If you’re looking to do a post boost, change this option to “Post Engagement” to maximize the bang for your buck.

5.  You’re not using hashtags

The first hashtag was used in 2007 by Chris Messina, and has been leveraged across multiple platforms such as Twitter, Instagram, LinkedIn, and Tumblr. It provides individuals a way to connect, express emotion, and categorize similar interests.  It’s a godsend for keyword searching. So it’s important to use hashtags in organic posts in Facebook, as having 1 or 2 hashtags in ads can actually expand your reach. 

6.  You’re imagery is off

Imagery is the most important aspect of any post on Facebook.  Similar to content, if your imagery doesn’t catch your audience right off the bat, you could be in trouble. We institute a “goldfish” rule when it comes to imagery: if your image doesn’t catch your audience’s attention within the first 3 seconds, they’ve already forgotten it.  So select visually compelling, relevant, and meaningful images that resonate with your audience and your message. Just as well, be sure to have multiple images in place for AB testing purposes.  This allows you to capture preferential based data, and affords you the flexibility to pivot your creative direction quickly.

7.  You’re not diversifying your ad types and/or ad placement

The most common ad on Facebook is your basic click to website, static 1200×627 image ad.  This is effective, but newer ad types are available that can drive greater engagement, views, and set yourself apart from your competition.  Ad placement is also important depending on your objective (for example, mobile has been outperforming standard desktop ads and at a fraction of the cost).  But if you’re looking to include contact form ads or display more complex product benefits, you might need to focus on Desktop. Different strategies call for weighing the pros and cons of placement diversity and ad type.

Let’s look at a breakdown of placements and ad types to better show you which may or may not align with your campaign objectives:

Lead Generation Ad Type:

This new ad style has been pretty popular these past couple months due to its ability to reach specific individuals and capture information through custom forms.  This ad type requires a link to your privacy policy, custom text that you can have either in paragraph or bullet format and with a custom message at the end.

Make sure you have a unique attention grabbing statement and content that will bring them value  – otherwise success will be difficult with this type of ad.

Clicks to Website & Website Conversion Ad Types:

A Facebook ad staple, this specific ad type has multiple layouts to choose from.  You have your standard 1200px by 627px image, some headline text, ad text, and link description text.

Another variation is the multi-image ads (Facebook Carousel ads) which include up to a few 1080px by 1080px images with custom text per each image block.  This can be very effective if you have multiple landing pages you’re looking to convert from, multiple events, products, and theme related offerings.

Another popular conversion ad nowadays are video ads.  The recommended text length is how many characters of ad copy could be displayed on smaller screens. Video lengths up to 30 seconds or under will continuously loop on Facebook for up to approximately 90 seconds.

App Installs:

For all you startup healthcare brands with apps, this is a solid way of gaining active users for your platforms and (most importantly) downloads.  There is a catch: you’ll have to have a Facebook App ID in order to use the Facebook SDK for iOS, Android, or JavaScript (Web).  But this shouldn’t be a problem if you already have a development team in place.

Page Likes Ad Types:

If you’re looking to grow your brand’s Facebook page or healthcare community, you’ll need a little assistance from the Page Likes campaign within Facebook.  This includes Desktop News Feed, Mobile News Feed and Right Column ads. We’ve personally found that the Mobile and Right Column perform the best for the lowest price, but it all depends on the audience you’re looking to target. Some of the specs and recommendations include an image size of 1200px by 444px, a limitation of 25 characters for the headline, and 90 characters for the bulk text.

8.  You’re image size isn’t quite right

Another big boo-boo: wrong image size in place when running ads.  This not only gives the potential audience a negative first impression, but it looks lazy.  If your image size is too small, Facebook will blow the size up and the image will be blurry and pixelated. If it’s too large – Facebook crops it for you.

 

Below are the basic Facebook image sizes. Use them appropriately!

  • Static Image Size: 1200px x 627px  
  • Multi-Image Size:  600px x 600px
  • Organic Post Size: 600px x 600px

9.  Make sure ads are mobile friendly

In the U.S. alone, 73% of people say their phone is always with them, and almost half of them check their phone 35+ times a day.  Since people consume mobile content on Facebook faster than on their desktop or laptops, Facebook will continue to make updates to its products to ensure your marketing dollars are effectively utilized on those mobile users.

10.  No clear call-to-actions

Call-to-actions, also known as CTA, are the single most important part of your ad and your website.  In Facebook, they give you a few button CTA’s to choose from, so you have to make do with those options.  Yes, they are fairly boring and generic. They do very little to convert users – so it’s your job to make sure the CTA is clear and concise in the messaging/copy and sometimes even in the headline.

 

So remember: Facebook ad campaign strategy and execution go hand in hand. If your target audience isn’t refined, your backend isn’t setup properly, and your content and imagery isn’t relevant or doesn’t resonate – you’re in a very serious world of marketing hurt. Yet these are common mistakes that we see on a day to day basis!

Regardless, probably the most important tip of them all is that these facets of Facebook advertising are constantly changing. That’s right. Facebook is a constantly evolving platform whose primary attention is focused on the user. Which means as marketers, we have to be extremely attentive as to how those adaptations alter our ability to spread our message. And oftentimes, it’s the simplest mistakes that can send a like campaign careening downwards, trigger an adverse event, or suddenly eat up a lifetime budget in a weekend. 

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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How to Start Marketing Your Medical Practice on Facebook

How to Start Marketing Your Medical Practice on Facebook | Online Reputation Management for Doctors | Scoop.it

The notion that Facebook is an important marketing channel isn’t exactly breaking news — the platform’s 1.94 billion users and projected 39.1% share of the total U.S. display ad revenue in 2017 kind of say it all.

But for physicians and other medical specialists, just getting a Facebook presence up and running (properly) can be a real challenge. If you’re considering investing in Facebook marketing for your practice (or want to revamp your current approach), here are a few tips and tricks to help get you started on the right foot.

Build Your Practice’s “Company Page”

Within the medical community, using a personal Facebook account to represent your brand is often viewed as unprofessional — you’ll want to build an official company page, which will serve as your primary channel for interaction and engagement on the network.

Of course, Facebook outlines the basics of creating an account in its Help Center, but here are a few healthcare-specific tips that will help boost the efficacy of your page:

  1. Make your contact info clear and easy to find: be sure you include your phone number, typical hours of operation, address, and a link to your main website, just like would on a business directory listing or your site’s “Contact Us” page.
  2. Include photos and videos: Facebook users prefer visual-based content. Be sure to provide compelling images and videos that highlight your facilities, staff, and general expertise in your field.
  3. Calls to action (CTAs) are key: the primary goal of your page is to get patients to visit your website and/or call your offices directly. Make sure you’re giving them plenty of opportunities to do so by including clear and highly visible CTAs throughout your page.

Start Generating Content

Before you start promoting or inviting people to your page, you’ll want to make sure it’s well-populated with an interesting array of content. Good Facebook posts typically include a visual element like an image or infographic (as I already mentioned, visual posts tend to outperform text-only ones). If you do include text, try to keep it short and digestible — you don’t want your target audience’s eyes glazing over from a long-winded, technical explanation of a condition or treatment.

A good workaround for this is to use Facebook posts to promote longer-form, onsite content, such as a blog post, interview or podcast. This approach comes with the added benefit of sending more qualified traffic to your site, where there’s an increased chance for conversion.

Connect With Your Target Audience

Start growing your practice’s Facebook fan base by leveraging existing networks — invite current patients, colleagues, and friends to “like” your page so you have a solid foundation of followers Now start linking some of your other on- and offline marketing efforts to your new page. For example, start promoting your Facebook page in your email signature, on your website, and even on informational/promotional brochures.

You can also join and start posting in Facebook groups largely made up of your target patient demographic (for example, if your practices specializes in sports medicine, you could look for local running or health and fitness clubs). Just make sure you’re not being overly advertorial — coming across as “spammy” will likely do more harm than good.

Invest In Facebook Advertising

If you want to boost your Facebook marketing strategy to the next level, you should consider investing in Facebook advertising. Facebook’s advanced ad platform allows you to target patients based on key demographic information (e.g., age, gender, ethnicity, geographic location, language, income, and more), as well as their interests (e.g., interests they list on their profiles, specific Pages they like, and other ads they’ve clicked on in the past).

Of course, seeing a positive ROI will require a properly designed, implemented, and actively managed campaign. Just like Google, Facebook’s primary objective is to provide a positive experience for its users, so it’s constantly updating its algorithms and capabilities in accordance with consumer feedback and shifting preferences. In other words, there's no such thing as a set-it-and-forget-it approach. That said, the potential returns on a Facebook campaign make it well worth the effort and investment — you just need to make sure both are being spent in the wisest way possible.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
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