I love this quote from one of the awesome speakers we listened to at Social Media Marketing World 2016, Mark Schaefer. It’s particularly important because all too often people get caught up in the numbers – the traffic – the clicks. And while those metrics are certainly important, the ultimate goal is to win and keep customers, right?!
I think most of us would agree based on our own experiences with businesses, brands, and sales people, that trust is a key factor in deciding to buy. So try to keep your eye on the prize instead of on the numbers by building trust with your clients and customers, day in and day out. Then the numbers you want (# of clients!) will follow.
You may have seen the ads for My Social Book while scrolling through your Facebook News Feed. I personally have bought 4 of them, each covering a year of my “Facebook life” from 2008-2011. I’m about to order 2012 and it got me to thinking — how great would a social book be for your patient waiting room?! Or even better – one in each exam room! (Note: we don;t make any fees from My Social Book – we just like their product.)
It would accomplish a few things:
It would show your commitment to patient communication goes beyond your office walls. With your Facebook page, you have built an online community of friends and fans where fun and interesting interaction happens. Patients love to be a part of that.
It would give them something totally unique, fun (and educational) to read while they wait. What a great first impression!
It would demonstrate trust. Seeing posts from fans never fails to impress.
It would be a great way to gain new followers on Facebook (and any other online networks). Believe it or not, your patients might not know you are active on Facebook, so this will get them motivated to join in the fun.
And put a little framed sign next to the book, and/or a sticker inside the front cover with a URL and QR code so they can like your page right then and there! Here is an example:
So there you have it – a little social media decor advice from your favorite social media butterflies! And please share with us your creative ideas for bringing social into your office in the comments below or on our Facebook page!
See what we did there? Sensational headlines are sensational for a reason…to get readers, bump up viewership, and ultimately, get more ad dollars.
The past week has been a wave of panic about Facebook’s decision to move the chatting function solely to the Messenger App when users are on mobile. OMG, really? We have to install another app? (Yes, and guess what? You’ll live – just delete FarmVille to free up room).
More specifically, people are upset about the permissions the app needs to run on your phone or tablet. Or their PERCEPTION of the privacy issues due to an article written back in December. Note the first thing that comes up in said article is an update from the author that he was wrong! But hey, why worry with facts when we can all just keep the Crazy Train going full tilt?!
But if you are concerned about Facebook’s Messenger App and their Terms and Conditions and/or App permissions, please read one or all of the following articles (see links below). Or, if you don’t trust us, just Google “Facebook Messenger App Hysteria” and you will find many helpful articles and posts.
Are you going to be in compliance with Canada’s new rules anti-spam legislation (CASL) set to launch July 1st?
If you have any doubt, please read this b̶o̶r̶i̶n̶g̶ informative article from the fine folks at Clickz.com. Not to imply the writing is borting, rather, the subject matter. Who loves reading new legislation (or even old legislation for that matter?)
Here are two important take-aways:
You’re going to need to start removing the “Forward to a Friend” button from your emails, as this is not in compliance.
2) Social media is not spared from this law. You may send a tweet to someone such as “Thank you for following us!” but you cannot say, “Thank you for following us. Enjoy 10% off your next purchase at XYZ MedSpa.”
There is more – and trust me – it’s important stuff. Just have some coffee standing by…
You may have heard the buzz about Facebook’s big announcement at their press conference last week: Graph Search. Simply said, Graph Search takes all of the information that is publicly on Facebook and curates it for you in real-time search.
So every word, “like”, picture, post, comment, milestone, etc. that you and your friends (and their friends, and so on…) have done in the Facebook environment is all there for you to dive into. Facebook said, “It is now about connections between people versus connections with a computer.”
Let’s pretend you are looking for single women under the age of 50 who like football, wine, going to the beach in tropical locales, and shoe shopping, who also happen to live in San Diego, CA. You can search for her! (Oh, wait...)
Ahem, more importantly, maybe you want to find “Plastic Surgery places that have been liked by my friends”. Up pops up (immediately!) all the results. You can further narrow down by region, etc.
Why is this important for you?
Well, just think about the importance of recommendations in our culture (especially on the internet nowadays). We TRUST our friends and who they recommend. Graph Search perfectly ties what you are looking for with results tied to people you know (or their friends).
We believe this is HUGE for physicians and getting potential new patients.
Go sign up for Graph Search so you can start playing with it as it rolls out. This is the only way to truly feel the power and potential of this tool and begin to plan for how you show up in results.
OPTIMIZE your profile (if you want to be found, that is) and your page’s About sections. We’ve always advocated that you load up these sections with keywords and good information to be found – but the advent of Graph Search makes this all the more important.
Make sure your page’s age restrictions are turned off. If you have age restrictions on your page, you won’t show up in search results (this has always been the case). PLUS most apps don’t work with the restrictions on anyway – so put “anyone 13+” as your setting. Note: If you have nude or semi-nude before and after photos, we believe it’s best to remove them from Facebook and direct patients to your website instead. Facebook is a social site, so do what would be in good taste here. Think of it as similar to going to a party: You might give out your business card but you would never ask your date to disrobe and show off her new flat tummy. It’s not the time or place for that. Social is no different.
Make sure you update your page regularly and interact with your fans. We think, based on Facebook’s typical operating style, that companies whose pages have high engagement rates will be rewarded with higher search rankings. (Again, that’s just a hunch – we’ll wait and see.) But even if Facebook doesn’t rank the results, don’t you want to impress your potential new fans and patients with an amazingly close-knit community on your fan page? This is a major PLUS for most prospective patients.
Re-check your personal information – this new search puts everything that’s marked PUBLIC into the hopper – so if you won’t want something found, better lock it down. It’s also a good time to re-visit your own personal “likes”, as well as those for your page. For instance, if you said you “like” XYZ Autobody Repair, that’s a form of endorsement, and will show up on search. If you would rather not have that show up for whatever reason, then make sure to “unlike” that particular page.
We’ll bring you more about Graph Search as it gets refined, but for now, we think it’s a powerful tool. What do you think? Tell us in the comments below!
In this edition of “Cosmetic Social Media In the News” we’re sharing an interesting little article in this month’s issue of DuJour magazine in which our Founder and CCO, Monique Ramsey, is quoted.
The piece explores how to deal with patient privacy in today’s hyper-connected world. Should you require patients to turn off all cell phones in case they Instagram, tweet, or upload to Facebook a photo of your waiting area? Should you post a sign with your office policies regarding privacy? Monique’s quote was cut short, but her opinion on the subject is echoed by Boston cosmetic dermatologist, Dr. Ruth Tedaldi, in the last paragraph.
We hope you find the topic thought provoking. Feel free to leave us your thoughts about the topic of “privacy” in today’s hyper-connected world.
Okay, we understand. You didn’t want to jump in to this “social media” thing in 2009. And who could blame you? Facebook only had a few hundred million subscribers. How many of your patients were realistically playing with this new online toy?
Then came 2010. You thought… gee… 500 million?! Maybe there IS something to this phenomenon. But let’s take a wait and see approach. I don’t have time for this right now anyway.
Next… by late 2011 you found out that 82% of the world’s internet population over the age of 15 log on to a social network. To boot:
“Visits to Facebook accounted for one in every seven minutes internet users spent online in October and 75% of all time spent on all social networks. Close to 65%of all smartphone users in the US visited a social network in October; two in five used their mobile device to connect to a social network nearly every day.” -Social Networking Watch
And you thought…hmmm. Maybe after the New Year I should check into this “social media” phenomenon.
Which brings us to today. It’s 2012 and time to start taking digital patient engagement seriously.
You need to connect and interact with your patients where they spend their time. Social media enables your practice valuable (virtual) face time. Think of it as a wonderful opportunity to share new procedures as well as update them on practice news, special offers (always a hit!), and events. By sharing VALUABLE information with your patient base, they will likely be more loyal, visit your practice more frequently, and refer more friends and family.
Top of mind awareness can work wonders.
If you think you are ready to take the leap… let us help. Our expertise is aesthetic medicine and social media. We’ll set you up and manage your daily interactions… leaving you time to do what you do best… treating patients. (800) 401-5485
Let’s say you are a brand… let’s say ChapStick for example… and your marketing department decides it’s time for a funny ad campaign. The top brass signs off and the campaign is posted in social media sites such as Facebook. So far – nothing too unusual. And Facebook, the heart and soul of social media, seems like the perfect place for a hip & lighthearted ad, right?
Well, not always…
Check out the article from AdWeek (link below) for an example of how sometimes it’s not the creative that gets you in the most trouble, it’s howyou react to your customers’ comments that could do the most damage to your brand.
In social media we have what I like to call Monique’s Social Media High T’s. They are the four components of a successful social media strategy and all of your posts and campaigns should take them into consideration. Over the past few weeks we have explored Trust and Transparency.
Now we will talk about the value of HIGH TOUCH.
Touchpoints are interactions that your client has with your brand. Some examples include:
an in-office visit
a call to make an appointment
a reminder text message
an eBlast with your latest office news
Each one of these touchpoints allows your patient to connect with you, and more importantly, form an opinion about you. The opinion will either make them feel a stronger affinity towards your practice, or leave a negative impression.
Think about your practice for a moment. Depending on your specialty, you have a limited number of times that you see a patient in your office in a given year. Some might include:
Post-op /Follow-up Visit(s)
You may see some patients more frequently, and some you might not see at all. Therefore, you should think about touchpoints that:
happen throughout the year
are varied (in-person, eBlast, email, telephone, text, mailer, social media)
Social media is a perfect way to accomplish every bullet on the above list. Between blog posts, Facebook updates, tweets, LinkedIn group postings, etc. you can really keep the message going all year long in variety of venues. Sometimes you will be educating your patients about a new procedure in a blog post. Or you might tweet to share an upcoming event. You might share a YouTube video of you on the news, or showing off a new tool that you use to make the patient experience more comfortable, etc.
The point is, you can use social media channels to keep your patients in the loop in a very positive and non-threatening way. With every social touchpoint your patients will feel more connected to your practice, making them much more likely to refer you to their friends and family. And remember, with the “viral” nature of social media, they will also share your message with others (at no additional cost to you!).
Next week, we will explore the final “T” in our Social Media High T’s series… Traction! Stay tuned!
And if you found this post valuable, we’d love to have you pass it on to a friend or colleague!
In social media we have what I like to call Monique’s Social Media High T’s. They are the four components of a successful social media strategy and all of your posts and campaigns should take them into consideration.
This week we’ll explore the second High T: HIGH TRANSPARENCY
We know what you may be thinking… I hear this buzzword all the time, but what do they mean by transparency?
The issue of online transparency really came about in blogging’s early days when less than honest bloggers would post rave reviews of products and services in exchange for payment or “free stuff”. Of course, it’s a little hard to keep things impartial when you have payola involved (at least in my experience). Combine this with corporate and government greed in the news, and all of a sudden, the public got wise and became much less trusting of what they read. This culminated in a big backlash and a big emphasis on transparency and authenticity.
But as an online marketing participant, how can you incorporate the idea of transparency in your patient communications?
I have a few ideas for you…
Be Humble: No one likes a snooty, “I know more than you, therefore I’m better than you” physician. We know you went to med school and have a wealth of knowledge to share. But share it from the heart to help people, not to prove how much you know. Have someone read over any blog posts you write to make sure they feel like the “real” you (even if you didn’t write them -which in itself isn’t authentic but I’m just being realistic).
Be Authentic: This comes down to being yourself… flaws and all. Give them a peek behind the scenes in your office, a typical workday, or some photos from your latest weekend hike. When you are yourself, you will actually be much more approachable to your patient base. In turn, they will feel a stronger kinship and tie to you which leads to higher patient retention (translate – loyalty) and referrals.
No Hidden Agendas: Post information to help people better their lives, not pad your wallet. Don’t get me wrong, we all need to make a living, but trust me when I tell you that we consumers can see right through even the best-disguised sales pitch.
Be Credible: If you make a mistake, own up to it… publicly. Let’s say you have a post on your Facebook wall from a patient who had to wait 45 minutes to see you at her last post-op appointment. The worst thing you can do is delete it (trust me on this one- the backlash to a deleted post can do more harm to your credibility than the original complaint). Instead, face it head on. Post something like this: “Our office strives to be on time for each and every appointment. Unfortunately, despite our best intentions, our schedule dosen’t always go as planned. We value our patients’ time and do our best every day to live by The Golden Rule – treating our patients the same as we would like to be treated.”
Be Influencing versus Controlling: Not every conversation online will go exactly the way you want it, but you can help steer it in the right direction. It’s okay to disagree, just do it in a humble manner. Remember – what you post on the internet is “forever” and you can’t take things back or have “do-overs”.
Feel free to give us your opinion in the comments section below! We’d love to hear your input. Next week we”ll discuss High T number three… High Touch… so stay tuned!