Social Media Marketing Strategies for your Healthcare Company That Will Provide the Best Publicity

Did you know that over 40% of consumers admit to utilizing social media when it comes to obtaining information about different healthcare companies?  People use social media to gain information, learn about methods of treatment, engage with providers, and engage with other patients who may share their diagnosis or condition. Overall, healthcare information found on social media is absolutely influencing consumer’s decisions.

Social Media Marketing

Because of this fact alone, it is imperative for your healthcare company to navigate and utilize social media marketing properly in order to get good results, obtain publicity, and get your information out there.

Below you will find the top three ways you can utilize social media for your healthcare company in order to get the best publicity.

  1. Awards: People like to associate themselves with the ‘best’.  A case study was done on a Facebook post in which a practice posted an old press release.  The PR was all about the practice being recognized in the Top 10 Doctors for that particular area.  The patients responded extremely well, as the post received 105 likes, 20 shares, and 15 comments.  The comments included patients providing praise to the doctors as well as personal success stories. Has your practice received any awards or recognitions?  If so, post about them!
  2. News: In addition to awards and recognition, ‘news’ posts tend to boost publicity as well. A case study was done where a practice posted about a new location opening up.  In the post they encouraged their fan base to promote and share the information.  The surprise?  They did!  If your practice has a good reputation, provides quality care, and great customer service, you should have no problem getting help from your fans to promote new information you wish to share.  They will most likely be eager to help and enjoy doing so.  Brainstorm different news events you could share.  For example, are there local events you are involved in? Are you providing new services?  New renovations?  Relocation?  When you have news to share, post it to social media and encourage your patients to share.
  3. Patient Testimonials. This is one of the best types of content your healthcare practice can post on social media. Patient testimonials are a way to showcase not only your great care, but your great patients and life changing stories.  People will identify with them as well as be more likely to come in seeking the same services.

 

How Healthcare Companies Can Utilize Social Media

In the past, many healthcare companies have avoided the use of social media due to the nature of their business.  They have even gone to the extremes of trying o keep their employees from using it.  Recently, however, many healthcare companies including chiropractic businesses have discovered how to use social media to promote their brand, awareness of what they do, and get the message across to the public, other physicians, and of course their patients.

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Social media is primarily used by the younger generation.  Many consumers use it to look up information about different healthcare businesses to find out what they are about, see what other people say, as well as to gain an idea of their popularity on the web.  People use social media to make decisions on what doctors to see, what hospitals to go to, and even what type of treatment to get done based on information gleaned through social media.  Because so many people are so well versed in social media, they expect the providers they wish to see to be equally as competent.

Digital-Hospital

Patients are using social media to connect with other people who may share a rare disease or condition.  This is a way for them to share each other’s experiences and do so with people they may have never met otherwise.  Physicians use social media to connect with other physicians in order to network, share helpful information, and bounce ideas off of each other.  Because social media is a place where consumers, patients, and other physicians can talk about healthcare issues and even improve health outcomes, the risks have never been as high as they are now.  There are rules, regulations, and compliance issues that must be taken into consideration.

The main compliance issue with healthcare companies is making sure patient information remains private.  Employees must be supervised and online records must be kept secure.  Legal issues must also be taken into consideration, as anything on social media that identifies a patient needs to remain protected.  This goes for comments made as well as any pictures posted. Healthcare companies must make sure they are obtaining proper patient authorization prior to posting any of this information.

As long as these things are being considered, social media can be used compliantly and efficiently by healthcare companies nation wide.  Companies must make sure to put policies in place, follow guidelines, protect patent information, and go the extra mile when it comes to putting safeguards in place for electronic information.

The SEO Playbook for Chiropractors

For a long time, SEOs have been using the same steps to redirect their HTTP sites to their HTTPS sites.  And it’s been working!  Typically, there have been three main concerns when it comes to changing a URL, which are what wind up keeping SEOs from doing so:

  • Using a 301 to automatically redirect loses the same amount of rankings as using an an actual link to redirect. This leaves very little options for keeping the same rankings in a redirect.
  • 302s are temporary redirects, and search engines treat them like temporary redirects. 302s cause a loss in rankings just like 301s do.
  • Migrating from an HTTP to an HTTPS loses rankings, and that’s usually because it involves 301 redirects. So a lot of times SEOs would rather not switch URLs at all.

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Thankfully, Google has been working on some of these challenges.  Google has adjusted the rankings somehow, as only can, and have decided not to penalize any sites for any of the 3XX redirection methods.  While this seems like a really good thing at face value, it is also has its downsides.  Yes, it seems to fix the rankings problems for switching over, but there are still other issues that spring up with the process of switching URLs.

What has happened is that using 301s to redirect has become completely risk free when it is only the URL that is changing from HTTP to HTTPS.  So that is one link, albeit the main one, that is risk free.  The risk free doesn’t carry over to all of the other site redirects.

As far as 302s, Google might be treating them the same as a 301, but that doesn’t mean that other search engines and social platforms.  It’s great if Google isn’t penalizing for 302s, but if Bing, Facebook, and Twitter are (to name only a few) than where’s the victory?

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Regardless, moving your site to HTTPS is probably going to effect traffic, even if Google is trying to make it so it won’t [lose traffic].  Google wants the World Wide Web in its entirety to switch over to HTTPS, so they provided a small incentive in the form of a small rankings boost for doing so.  The problem is that with all of the moving pieces and parts that come from moving a site, all of those pieces and parts open up the potential for something to be done incorrectly, which will result in a loss of traffic and rankings.

There’s going to be risks, no ifs ands or buts.  And the bigger the site, the more issues.  If you can start by moving a smaller site, to gain some practice, that is definitely the recommended way to go.  A chiropractor site is going to be getting very specific traffic, and it’s understandable that you don’t want to risk losing any of that, but hopefully the benefits in the end will outweigh the temporary issues.

Not enough time has passed to write some sure-fire ways to make the easy switch, but there are definitely some tips to take into consideration:

  • Keep in mind that risks are inevitable
  • Most search engines still prefer 301 redirects
  • When redirecting, try to keep every other element the same as it was before, except for the URL
  • There are several benefits for redirecting URLS when it comes to SEO, and they are especially helpful when it comes to chiropractors, where the material tends to be more complicated and technical as it is
    • Improving the site structure
    • Including primary keywords in the URL
    • making URLs easier for the consumer to read