The main goal for any business is to build up new clientele and continue relationships with current clients. The use of social media can help urgent care clinics achieve these goals. By being present on social media you are raising awareness of your urgent care facility to potential patients while keeping your current patients up to date. Let’s talk about why you need a social media presence, what you should post, and which platforms you should be using.
Why Your Urgent Care Should Be Using Social Media Platforms
Now more than ever, social media is used to find information on businesses and to discover new places. Social media is a great source to target new clients and provide your basic business information (hours, contact information, etc.). According to the National Research Group, Facebook is often used to gather healthcare information, with 94 percent of Americans using this resource. These people are also likely to use YouTube and Twitter to collect information.
By having a social media presence, you give your patients a chance to provide feedback and health-related content. Many people pick a business because they have a positive and attractive social media presence. According to research from PwC, 41 percent of survey respondents said information found via social media would influence how they coped with a chronic condition, their approach to diet and exercise, choosing a specific hospital, or choosing a specific physician. It’s easy to see why using social media is so important.
41 percent of consumers report social media affects their healthcare provider choices
What to Post to Promote Your Urgent Care
Once you have a social media presence, it can be hard to know what to do next. Before you make your first post, make sure you discuss a plan for your social media platforms. You want to make sure you have someone update content and create relevant posts. But before you begin, make sure you know your brand voice and how it will shine through your posts.
Once you have these initial steps done, it’s time to post. You want posts that will engage and encourage questions. Almost all businesses promote their blog posts on their social media platforms, which is a great start. Some other ways to get traffic to your page are contests, surveys, and donation opportunities. Generally, posting at least three to five times a week shows you’re active and engaged with the community.
Which Social Media Platforms Should Your Urgent Care Use
Every social media platform can benefit your urgent care. Although it may not always be possible to keep up with multiple accounts, it is important to determine which platforms are most effective for your urgent care. Below are the most popular and engaging social media platforms:
- Facebook. Facebook is the leading social media platform, with more than 800 million users. Creating a business page on Facebook will give you the opportunity to provide information and engage with clientele—and also shows high in organic searches on Google and Bing. Facebook is the number one place people go to find business hours and contact information, as well as business reviews.
- Twitter. Twitter is much smaller than Facebook with only 100 million users, but still a great resource for more personal communication with current and potential patients. Many demographics are more likely to engage with businesses on Twitter than Facebook.
- YouTube. YouTube is a great resource for providing video content to engage patients, especially your visual learners. Video is another resource for providing information to your patients, or give them a behind-the-scenes look at your clinic and staff. These videos can be included in blog posts, posted on Facebook and Twitter, or included in emails.
Other social media platforms to consider:
- LinkedIn. LinkedIn is a great recruiting resource, with more than 30 million users. LinkedIn is often used to promote and recruit people, and is a great site for business to business communication.
- Instagram. If every picture tells a story, let Instagram tell yours. One of the fastest growing social platforms, Instagram is all about sharing pictures and video—and people respond positively to and remember images, often more strongly than they do to text-based messages. This may explain the popularity of the platform, and provide you a business reason to snap.
- Yelp. Yelp is another great resource to consider, which is known for reviews of businesses. Encouraging reviews will improve your appearance on Google and Bing as well as help your urgent care stay aware of what patients are saying about your business.
Privacy & Professionalism
As medical professionals, you’re subject to higher standards—especially when it comes to patient privacy. Look for social networking opportunities to answer patients’ common questions, share information, and show off your company culture. Don’t use any patient likeness, quote, or information without permission, but do invite them to share positive information about your clinic. Always respond to patient comments, especially when you can resolve a situation. And use feedback to improve your patients’ experience.
Social media is no longer just the place we play online. It’s become a part of the bigger digital culture. More than ever, your lack of a social media presence tells patients and prospects something about you. When you communicate in the social media space, you control the message—and this makes all the difference.