How to Use Social Media to Build Meaningful Relationships with Patients
Social media has evolved into one of the most important ways businesses across all industries can connect with consumers, and the healthcare industry is no exception. In fact, one recent study showed that 57 percent of people choose their healthcare providers based on their social media presence – proving how integral social media is to the overall patient experience.
While most providers know how vital social media is to their success, many find themselves still struggling to truly engage with their followers. In an effort to prove their level of prestige and experience, they often focus too much of their content on clinical topics and forget about the human, “caring” side of healthcare.
So, how can healthcare organizations build meaningful relationships with their followers by bringing back the social part of social media? Below are a few tips to help healthcare providers tap into their emotional side and establish lasting connections with their patients.
Showcase employees.
When selecting a doctor, patients tend to choose a physician who they feel they can trust and build a connection with. While most doctors don’t have time to get to know their patients during appointments, social media has created another way for them to become more of a familiar face outside of the office.
One example of this is client Holy Redeemer Health System’s recurring “Practitioner Spotlight” social media series. Back in July, we published a blog post about how we use this series to highlight a different physician each week by sharing a photo of the doctor and summary of his or her practice, experience and hobbies. This series still garners the most engagement from followers compared to the rest of Holy Redeemer’s posts, as it allows them get to know their doctors beyond what’s listed on the website.
Share patient-centered content.
Posting relatable content is one of the best ways a healthcare brand can engage with consumers – and there’s nothing more relatable than posts involving other patients. When a provider posts about its patients, it helps followers “see themselves” in the content and feel as if the organization understands who they are as a person.
Along with the Practitioner Spotlight series, content that showcases patients receives high levels of engagement on Holy Redeemer’s social media pages. From photos of an “Eagles pep rally” held in its maternity ward before last year’s Super Bowl to an article about a puppy parade visiting residents at one of its senior living facilities, sharing positive patient stories allows them to consistently resonate with followers in an emotional way.
Use a professional and empathetic voice.
In addition to learning more about a provider, people often reach out on social media because they are worried about something related to their health. While it’s important for providers to show that they’re knowledgeable, it’s just as crucial to be empathetic when talking to their followers, as well. Patients look to practitioners as trusted resources when they aren’t feeling well, so using a professional and comforting voice will help them feel less hesitant about seeking care when they’re experiencing health issues.
Be as responsive as possible.
One of the most important, yet forgotten aspects of a brand’s social media pages is that they act as a way for consumers to have direct communication with the organization. If a business doesn’t respond to its messages or comments – especially negative ones – it can create the impression that it doesn’t truly care about its followers.
Whenever possible, aim to respond to any negative comments or messages within an hour of when it’s posted. Even if you don’t have the necessary information right away and have to give a “non-answer,” responding promptly will help patients believe that their concerns are heard and being taken seriously.
When used correctly, social media is one of the best ways for healthcare providers to connect and build relationships with their current and prospective patients outside of the doctor’s office.
