Why Private Practice Clinicians Have Low Engagement on Their Posts
As someone who knows a thing or two about healthcare marketing, watching colleagues, both seasoned and new waste their time and energy on their digital footprint has been nothing short of maddening.
We've seen it all...
...from idea-starved clinicians commemorating 'National Bubble Bath Day' for attention to others dipping their toes into the discourse on psychedelic mental health treatments like they've stumbled upon fire for the first time...
It's like saying... 'Behold.... we've invented toothpaste.' in the year 2024.
These are mistakes that you.... my friends, need to stop doing (unless you're content with getting two-three likes for every post)
I came to the conclusion a long time ago that I cannot save the world. I can however... use this space to share some insights.
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As private practice clinicians, the transition from patient care to digital presence can be challenging. Many find themselves questioning why their social media posts aren't receiving the engagement they hoped for. In this article, we'll explore some of the common reasons behind this and how to turn things around.
Understanding Your Audience.
You do not need to be loved by everyone and every platform may not be ideal for the way you want to message your practice.
The first step is to look at who your audience is. Unlike celebrities or consumer brands, clinicians’ content typically caters to a specific audience looking for professional and credible health information. Understanding what your audience finds valuable is key to creating relevant content.
Content Relevance and Value.
Often, content that is overly technical or filled with medical jargon can disengage your audience. The key is to produce content that is not only informative but also relatable and easily digestible for the layperson.
If you are not converting potential clients into paying clients, you're doing something wrong. It's not them. It's you.
Engagement Strategies.
Engagement is not just about posting content; it's about interaction. Responding to comments, participating in discussions, and being active in the community plays a significant role in boosting engagement. How many groups have you joined recently on reddit or LinkedIn? Exactly.
Visual Appeal.
There is a high chance that your posts are just boring and ugly. Lack of visually appealing content – be it images, videos, or infographics – can lead to lower engagement. Do something about this. Hire a designer, not an agency and do something about your problem.
Algorithm Literacy.
Social media platforms have algorithms that can make or break post visibility. A lack of understanding of these algorithms can hinder the reach of your content.
Balancing Promotional Content.
If posts come off as too promotional or sales-driven, they may not perform well. Balancing educational content with promotional material is crucial. I recommend making an offer every 6-9 posts.
Actionable Steps for Improvement
1. Get to know your audience and tailor your content to their needs.
2. Simplify medical language and make content relatable.
3. Create a content calendar to maintain consistency.
4. Engage with your audience actively.
5. Invest in creating visually appealing content.
6. Educate yourself on the latest platform algorithms.
7. Balance educational and promotional content wisely.
Improving social media engagement is a multifaceted process, especially for clinicians whose primary focus is healthcare, not digital marketing.
Don't be afraid to experiment. Your post is not going to win an Academy Award or be published in JAMA...criticized by your peers. You are not going to lose your license if you experiment (responsibly) with your digital presence.
However, by understanding these common pitfalls and implementing the strategies discussed, clinicians can create a more engaging, informative, and patient-friendly social media presence.
Don't be afraid.
I hope this is helpful.
Kabir