When it comes to any kind of marketing, there is one measurement that matters above all else, and that’s ROI. There are plenty of online marketing tactics that can produce a positive return on investment for medical practices, but one many doctors often question is social media marketing. In fact, social media is a fantastic online marketing method that can indeed get you positive ROI for your medical practice. Here’s how:
Before we can even talk about how social media can achieve ROI, we need to talk about goals. First, set what goals you want to accomplish through social media. Your goal could be to generate more page Likes, earn contest entries, or get people to click through to your website. You can get a positive ROI on each of these goals, and here’s how.
ROI for social media contests
Let’s say you’re a plastic surgeon and you want to run a Facebook contest. Before you do, you need to make sure the prize you’re giving away is one that will appeal to your target audience. Don’t do something broad and high-value to the masses, like giving away an iPad. This will attract a wide range of people–most of whom will not be good leads for your practice and will in no way contribute to your ROI.
Instead, give away a prize that makes sense for the audience you’re trying to attract. One example would be to give away a free rhinoplasty through Facebook to advertise your practice. You can set your requirements so that entrants need to fill out an application or go through some other type of screening process in order to qualify, so you’re not giving this prize away to someone who wouldn’t qualify.
By giving away such a specific prize that is so in-tune with your target audience, you’ll be attracting potential patients and getting your name out there as the go-to surgeon. In the process, you’ll be collecting email address for each of these entrants so that you can market to them in the future. In doing so, you’ll be the surgeon that’s on the top of their mind and the next time they need surgery, they’ll think of you first.
ROI of page Posts and Likes
Some doctors don’t understand the value of page Likes, but they can add up to generate ROI. By investing in creating good social media posts, boosting them, and advertising your page, you can attract new Likes. As long as you’re promoting content that is in line with your target audience, and content that this audience is interested in, you’ll be able to generate quality Likes. These Likes, overtime can convert into leads and even new patients for your medical practice.
On top of that, if you’re sharing good content — you’ll likely get some free advertising in the form of shares. Shares are a highly valuable social media interaction that can attract new Likes to your page, brand recognition for your practice, establish you as an expert in your industry, and even attract new patients to your practice.
There are countless ways to use social media to produce a positive ROI for your medical practice. To find out how your medical practice can increase marketing ROI through social media, contact the Social Jeanie today!