Did you know that Google My Business recently added more categories of information for healthcare providers such as insurance, telehealth, and services? This is a great example of how the use of social media has exploded since 2020. So as we enter 2022, providers should build their brand on social media for 5 reasons.
- Building your brand is inevitable. You will have a brand. Your brand can be intentionally driven by you or recklessly driven by algorithms. Your information is online and readily available through the NPI registry, which creates healthcare profiles like Healthgrades and Vitals using this information. If you aren’t building your brand, then someone else is. It’s not too late to hop in the driver’s seat, check out our tips for planning your social strategy.
- Building your brand increases your reach. 43% of consumers increased their social media use to discover new products, services, and brands in the last year.1 When patients interact with your content, it promotes your content to their contacts. That’s an exponential return on one "like" or "share". Not only can you reach potential new patients, but you can also increase the reach of your professional networking through social media.
- Building your brand builds deeper relationships. 68% of consumers agree that social media enables them to interact with brands and companies.1 That interaction is key. Social media opens up doors for patients to like, share, or comment. Interacting with your brand through social builds loyalty and trust with your patients
- Building your brand on social is expected. With 72% of the public on some type of social media platform2, it is expected that your practice is too. Inactivity on social media is a red flag to today’s consumers. Today's patients expect a consistent flow of information through blogs, posts, links, or podcasts.
- Building your brand joins the conversation. A larger conversation about your specialty is happening on social media. Building your brand on social gives you a greater opportunity to teach and educate patients. And educated patients have better outcomes. Posting published research and articles, advances knowledge and your practice.
As social media use increases, patients expect to find your practice there. They want to hear from you, so join the conversation. When you do, you will expand your reach and deepen your patient relationship. Building your brand on social media is already happening. Make sure that you are in the driver's seat.
Holly Breen Olds has served the healthcare industry with over 20 years of expertise in healthcare marketing for physicians, hospitals and the medical device sector across the US.
