Hybrid Social Media Strategy for Healthcare Practices
Many practices rely on external agencies to manage their social media. Others may leverage the team members to fully administer their social properties. Optimizing the benefits of social media relies on both having original content and delivering the content in a meaningful manner to the right audience. Hence, a hybrid approach, in which team members provide office-specific content to a social media expert that is experienced in organizing content into a compelling story that reaches the right audience is often the most effective strategy.
For example, a team member can acquire and send photos of office personnel attending a continuing education event to a social media strategist. Armed with original office content, the social media strategist can arrange those photos into a meaningful video, adding copy, appropriate links, and popular hashtags. A strategist will also be able to use the content for paid social media advertising and manage sophisticated campaigns through tools like Facebook Ads Manager.
For maximum reach and engagement, practice social media properties need to have balanced, customized content, which can range widely. Samples include:
- candid photos in the practice
- patient testimonials
- office continuing education events
- before and after cases
- holiday and birthday celebrations in the office
- important healthcare related news
In order to add structure to the process, a social media strategist may provide the practice with a monthly calendar that acts as a framework and identifies the type of content that the practice will need to provide. While not every post may be planned, a calendar is great way to acquire enough content and post frequently enough to keep followers engaged.
Interested in learning more about executing an effective social media strategy for your healthcare practice? Talk to an expert today about implementing a hybrid strategy that can result in increased brand awareness, internal referrals, and new patients.