Dermatologists provide a valuable service, one that can improve confidence, tackle discomfort, and, in some cases, save lives. Yet, many people lack insight into these services. A dermatologist’s health practice is successful when you can show people the value of coming in for care on a routine basis. To do that, use social media, one of the best digital marketing tools for growing your brand and driving leads to your practice.
Do you need some social media tips for dermatologists? There’s little doubt that social media can seem impossible to break into, and, in some situations, it may even lead to a lot of time spent engaging in activities that do not create leads. What could you do better to achieve more? The bottom line is knowing how to use social media efficiently.
To help you explore how this marketing tool can help improve your healthcare practice, consider the following social media tips for dermatologists.
Why is Being on Social Media Valuable?
Your time is limited. Your day is already spent trying to manage patients and office needs. Social media seems frivolous, but is it?
Studies have been done to showcase the value that social media brings to the healthcare industry. One such study, out of the University of Maryland, showed that this marketing tool could be used as a way to fill in information gaps in patients, often helping to advance health research and may provide support for patients following up with all important consistent care.
Even if your dermatologist office isn’t trying to change the world and bring in thousands of new patients, there are highly valuable reasons why you should be using social media as a component of your marketing.
Your patients expect it
Perhaps one of the most important factors to keep in mind is that today’s patient uses social media to find the providers they want and need to use. People expect your practice to be active on social media. When you do not have a social media practice, that may make people believe that your practice isn’t very large, lacks modern technology features, and isn’t accessible to them.
Today’s patients want to be able to find their providers online to get a feel for the practice and services available. They are more likely to look up your business online on Facebook and LinkedIn before they call you, too.
People rely heavily on peer validation
The second reason you need to incorporate social media into your marketing practice is simply because that’s where your patients are. A person is more likely to snap a photo of a skin condition and share it with a group of people (most of whom they probably do not know) on social media than to schedule an appointment with a dermatologist.
If your dermatologist office is on social media, a person reading such a post can easily share a link to your contact page. That supports individuals getting authentic, valuable treatment sooner.
Social media is like Google – it’s where they research
Scrolling through social media posts, you may see statements like, “I just found this on my son’s skin. Is it bad?” Other times, people will use social media sites like Facebook to search for images or information without posting. They are still using the site like they would Google, to find answers to their questions.
If your dermatologist office has photos or a detailed infographic about when they should see their doctor about a mole that’s changing colors, you’re providing valuable insight. More so, they are likely to call your office directly because they believe you can help them.
People need to know what to expect
Once they’ve found your dermatologist office online, perhaps on your Facebook page, they will use that site to gather as much information as they can about it. They want an inside view of what is likely to happen and what to expect, including things like:
- What does the office look like?
- Who is the care provider?
- What types of people work there?
- Is the location clean and modern?
- Do I feel like I could fit into this location?
Before they call, they will use your profile, photos, and messages to determine if your office is the type of place a person may want to visit. By giving them an insider view into what their experience will be like, you’re giving them encouragement to connect with you.
People need to see results
Removal of skin cancer is one of the best examples of this. With before and after photos, you give people hope and reassurance. They can clearly see what using your dermatologist office can do for them. That’s powerful.
Today’s patient wants to see results and how others have found success with your office before they commit. Many people recognize that they have one shot to choose the best medical care provider available to them, and with conditions like this, it’s critical to get it right. Use social media to demonstrate to your clients what you can do for them.
The Social Media Tips for Dermatologists You Need to Make It a Success
Social media is an excellent tool, but who has the time to manage it? How do you know what to post or how to dedicate time to the process? Let’s make it as easy as possible for you. Incorporate these tips on social media for dermatologists specifically to see results.
#1: Post consistently
To get in front of the algorithm, you absolutely have to be consistent in what you are doing. That means you need to create interesting posts on a consistent basis. Aim to post several times a week.
#2: Share information in a visually appealing way
Dermatology allows for this rather easily. Utilizing photos and videos, you can create highly valuable content:
- Infographics that breakdown signs or symptoms of conditions
- Before and after photos
- Videos of your dermatologist team talking about conditions
- Patient testimonials
- Photos of various skin conditions
People are very visually oriented on social media and need this information.
#3: Treat each platform properly
Each of the main social media platforms needs a different type and level of support. For example, TikTok is an excellent platform to reach your younger client base, but they need more engaging and hands-on content. Aim for short and interesting videos here.
Facebook requires a bit more of a detailed post but also needs content that’s visually stimulating. You need to engage more heavily with your Facebook page than you would with other sites. Research each platform to learn which types of posts perform their best on any particular location. Learn how people use each platform in their journey to getting the care you can provide.
#4: Respond and engage
Don’t make the mistake of just putting a post up and then not going back to it to engage with the people who comment. Those are your prospective leads – they are people who are asking questions that other prospective leads may not be willing to ask but are reading and looking for answers to.
Engage with questions and comments. Provide insight into how a person can get the help they need. Doing this creates an opportunity for a better connection.
#5: Educate your community
As a dermatologist, you have so much valuable information and even life-saving insights you can offer to your community. Social media is an excellent place to educate your community, including:
- On what your services are
- What to expect when they come in for care
- How to know when to get care
- How modern tools and methods are improving outcomes
- Insight into common mistakes patients make in not caring for their skin
Use this platform to provide valuable information people need.
#6: Be authentic
Don’t overlook the importance of being authentic in the way you post and in your comments. It’s okay for your personality to shine through your content. It’s also fantastic to provide your client base with real content – dispelling the myths, improving their health, and treating conditions. Keep it professional and on topic, but be real.
#7: Set goals and be strategic
While we often look at the content on social media as based on what we think the reader needs and wants to hear, you really do need to use data to gather that information. What are people actually looking for help on that you can provide? By using data, you can create a better understanding of what people need from you.
That also means that the time and money you put into your social media marketing campaigns will be more effective overall.
Attend a Surefire Local Marketing Platform Demo
Let’s talk about how to take these social media tips for dermatologists and turn them into leads. We can offer the tools you need to stand out and to get social media marketing done efficiently.
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