10 Ways to Optimize your Clinic’s Facebook Page
Having an online presence is key to any business. It’s also the case for your clinic. Creating a Facebook page for your practice will increase your brand visibility and help you show up in search results. Let your patients find you!
Already have a Facebook page? That’s a great start. Let’s have a look at how you can improve it, and how you can make the most of it.
Here are 10 ways to optimize your clinic’s Facebook page and increase your ROI:
1. Be informative
Provide up-to-date and detailed information about your opening hours, staff, address and other contact details, so that your potential patients know where to find you and how to reach you. It is also very important to list on your page the treatments that you offer, especially the ones that you really want to be found for, that way you won’t miss out on any opportunity.
Have you got your branding right? Images and pictures are fundamental to your online identity. They help define your brand in a visual way and they usually speak for themselves. So be sure that your profile and header pictures on Facebook are properly optimized. Cover photos are 851 pixels wide and 315 pixels tall. If you upload an image that’s smaller than these dimensions, it will be stretched to this larger size. The profile image’s final display dimensions are 160px by 160px, but you have to upload an image at least 180px by 180px. Make sure that nothing, and especially not your brand’s name or tag line gets cut or hidden in the final display.You can use your header image to promote your web URL for instance.
The main point of having a business page on Facebook is to be able to promote your clinic. So don’t hesitate to give updates and news about your practice, such as new equipment or products, and to promote your treatments and the quality of your customer care. Your Facebook page is also a good place to share your WhatClinic.com brochure listing.
Facebook is a social sharing platform. So feel free to share whatever you think might interest your community of fans: relevant news about your industry, fun facts, useful tips, or any other interesting and informative content. Always remember to include a picture when it’s relevant, as well as an appealing title, as those are the two main ingredients of great content sharing.
Be careful to always post something that matches your brand identity, and to always use a consistent tone. You don’t want to confuse your fans. Be also careful not to post too much or too little, between 5 and 10 times a week is reasonable. The next step is to create your own content, which will give you even more credibility and authority in your field. The best way to share content is to have a 50/50 basis. Half of your posts should be original and half should be from another relevant source. Even if you have a really complete blog with interesting content, don’t hesitate to explore your competitors, share their content and like their page – it is important to engage with other people in your industry.
Try as much as possible to be genuine in your posts. Write to your fans the same way you would talk to your friends. The closer they feel to you, the stronger your online community will be. Humanity and honesty are the two main ingredients to truly reach out and create a relationship with your audience. Don’t be afraid to post pictures of you and your staff, it will show your potential patients that you are actual human beings – not just robots with scary medical tools – and it’ll be a nice reminder of your charming presence for your existing customers.
6. Build a community
Don’t forget to regularly thank and reward your fans, it will remind them that they are part of a community. You’ll then have a better chance of them becoming your brand advocates, and word of mouth is extremely important for a medical practice. Remember to ask your patients regularly for their feedback. You can simply interact with them by asking for their opinion on different topics or you can post online surveys. People like to feel involved; show them that their opinion matters.
Transparency is key, and patients are becoming more and more like any other type of customer: eager to have all the information they can to be able to make an informed decision. Some people are reluctant to share prices online. We strongly encourage you to post at least your minimum prices on your Facebook page as well as your website. It will actually increase the quality of your patient enquiries as the people contacting you will be better informed. Show people why exactly they should chose your clinic to have their treatment, explain your value, and be proud of your prices.
8. Engage with your fans
Posts are not the only activity that can grab attention on Facebook. Comments and responses to comments are equally as important and will go a long way. Always reply to people’s comments or posts on your page, even if and even more so if it is negative feedback. Being able to address criticism and reply politely and constructively to a complaint can make you stand out from your competitors.
At WhatClinic.com we strongly encourage users and patients to leave feedback and reviews about the clinics that they have contacted and visited. Your Facebook page is a chance for you to share your favourite reviews and show people how well you look after patients. But keep in mind that all reviews are a chance to shine, even the bad ones. A great reply to a bad review can be just as impressive as a good review. You just have to do it in a way that shows the patient that you care about their opinion. Start by thanking them for their feedback. If you are at fault, acknowledge it and apologize. If you aren’t at fault – if the customer had a bad experience for whatever reason – it’s always good to show empathy.
For more advice on how to handle a bad review, click here.
10. Get the best Facebook apps for Business
If you have invested time and effort into building up your page, there are lots of ready-made apps and widgets that can help you engage even further. There are heaps in the Facebook app store for Groups, Events and more. WhatClinic has also developed a handy free app for Facebook Business Pages that lets you add online booking to your page. That means you can get booking enquiries through Facebook, as well as through your usual channels. Drop us an email at email@example.com.
Your Facebook page is an important part of your brand promotion, don’t neglect it. It’s also a great opportunity to make the most of your online community and interact with potential patients, so roll up your sleeves and get started!