How to Use Social Media Marketing in Your Practice

Now, more than ever...your practice cannot afford to be average!

Today’s Speakers

Conor Dixon, Principal Creative at Trinity Level Marketing Dylan Kemna, Sales Director at Opticall, Inc.

What we will cover

We will show specific examples of what other members of the aesthetics community are doing with social media

You will learn statistics that support the significance of social media

You will learn techniques on how to make these tools work for your practice 

We will conduct some live polls to gather real data among participants

Questions

Poll Time!

Our Goals …

Understand current trends in social media and how they relate to aesthetics marketing

Show examples of how social media can enhance your practice’s presence

Keep it simple

Learn the first steps needed to set up a social media presence for your practice

What is Social Media?

Wikipedia defenition:

At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers

Social Media Stats

Social Media Stats

Why Social Media?

Increased Visibility

Bigger Net

Better Targeting

These people are in your network. Interested in you or your patients

SEO Enhancement

Inbound links from credible sources

Great ROI

It’s Cheap! (Minus the time commitment)

It’s Complimentary

Reinforces all other ad efforts

Part of an Overall Internet Strategy

• Web Strategy

• A solid website is the baseline, where consumers get the news on your practice

• Internet Marketing Strategy

• Traditional outreach, i.e. paid search ads, banner ads, PR

• Social Media Strategy

• Leveraging existing, advertising, social networks and patient relationships

So How Does this Help Me?

Your ‘Hidden Opportunities’

Leverage the power of social media to increase word of mouth

Word of Mouth on STEROIDS!

Enhance your SEO results

81% of effective social media usage results in increased search engine ranking

Go where your patients are

Consider This:

Word of Mouth referrals are your best source of leads

However, once that happy patient leaves, you lose control over what they’re saying and how often they say it

Ex: My Personal LASIK Experience

Solution: Social Media

People are able to communicate with infinitely larger groups of people thanks to social media

Your presence in this social media communication line now provides a reference point for happy patients to share their experience within their network.

By being in your past patient’s network, you are now in all of their friends’ and friends’ friends’ networks.

Your Strategy

• Use multiple tools and spread your presence a

• Create a profile on these 5 platforms

Facebook

• Fan page

• Not group

• Not profile

LinkedIn

• Company profile

• Good for the link and real estate

• Encourage staff to have their own LinkedIn profiles

YouTube

• Create Practice Channel

• Need to have videos

• If you don’t, make them!

• 2nd most popular search engine

Twitter

• MicroBlog

• Enhances all other social media efforts

• Easy ways to automate content distribution

• Why not?

• Valuable links

• Bigger net

Blog

• Position yourself and your opinions more openly

• Phenomenal for SEO

• Links

• Unique content

• Tie your blog to your website

• Wordpress

Make it Work

• OK, so I have a Facebook page, now what?

• Make it personal

• Informal

• Show doctor as human

• Special interests

• Fun photos of staff/office

• Testimonials from staff

• Goal is NOT to be salesy. This is not overt advertising.

• Have staff join and invite their networks to join

Make it Work

• Start with your Past Patients. Give them a reason to visit your page

• Capture their experience

• Video - Don’t worry about quality or what patient says. Experience is ‘real’

• Photographs

• Testimonials

• Give them the link to the page, invite them to share with friends.

Facebook Ads

Key points

• Measuring ROI

• Remember social media is a “supplement”

• Don’t measure direct response solely

• Google analytics

• Overall practice volume

• Professionals can coach, but needs to be done on a practice level

Tie it all together

• Here are some example of how to integrate the social media platforms

Please connect with us:

Conor Dixon: conordixon@me.com , www.linkedin.com/in/conordixon

Dylan Kemna: dkemna@opticall.com, www.linkedin.com/in/dylankemna