Who are you, really?
Transparency is trending, and more patients want to know a little bit about the real you before they ever come to your practice.
Thanks to the proliferation of social media, your audience expects to know exactly who you are before they make a move, either by sending an email, calling the clinic, visiting your website, connecting with you on Facebook or following you on Instagram.
Real people want to engage with other real people. You don’t need to come across as perfectly stodgy and professional 100% of the time. That is not a license to get sloppy and take risks with your license, but being human and showing that you have a personal side and special interests can help make you more relatable to your target audience.
CVs and lofty bios are powerful credentialing tools that tell prospective patients all about what you have accomplished, but it’s OK to show glimpses of who you are as a person also. Social media channels make this easier than ever. Consider short and sweet videos or “stories” on Facebook or Instagram. Be careful not to create a circus environment in the OR which can make a mockery of you and your practice. Showing behind the scenes office camaraderie or friendly banter can help people feel more engaged with your practice. Give them a sneak peak of some of what goes on, so they will feel more comfortable scheduling an appointment.
One caveat is to keep your personal profile and professional profile on social media channels separate on all social platforms. If you share photos of your family, children, and day to day life, you may not want your patients to see all of that content. However, sharing not-too-personal photos such as your pet, or favorite hiking trail or vacation destination, can help to personalize a practitioner. This type of sharing can create the connection that people crave. They want to know you before they know (and trust) you.
Reviews matter a lot too largely because they are or should be transparent, honest and authentic. An ad no matter how clever won’t have the same impact as a glowing review from a satisfied patient. It is a great reward for every practitioner to hear from happy patients who are appreciative of your skills and results. Make sure your reviews accurately reflect your brand and are prominently displayed on your web site and marketing materials and shared on social media, if appropriate.
If you don’t have a policy for generating positive reviews, put this on your marketing to do list STAT. Negative comments should be addressed quickly and efficiently by taking steps to resolve the issue offline whenever possible. Better yet, focus on the patient experience so that negative reviews don’t happen to your practice. The best way to defend yourself from negative reviews is to generate a steady supply of positive 4 and 5-star reviews so an occasional 3 star or less review won’t hurt your practice.
If your staff does not have the bandwidth to manage all of these tasks, get help to make it happen. Consider hiring a marketing director to help elevate your brand and cultivate a strong stream of positive and legitimate reviews. Outsource reputation management and social media to experts with experience working with practices in your specialty. All of this will go a long way towards building trust and connecting with your current and future patients – guaranteed.
Let our team of practice marketing pros help put you on the map. Reach out Anne@wendylewisco.com
