How to Use Social Media to Increase New Patient Acquisition

Today we’ll learn about how to use social media to increase new patient acquisition. Social media grew from a place for casual interactions to a marketing tool. It provides unparalleled opportunities for healthcare practices to connect with potential patients, build trust, and establish authority.

By using social media smartly, you can attract new patients and keep existing patients.

Here’s how to use social media to develop your patient base.

Understand Your Audience

The secret to using social media efficiently would be understanding your audience. Different demographics gravitate toward specific platforms. For example:

• Facebook: Popular with adults 30-65, suitable for family practices or primary care providers.
• Instagram: Attracts young audiences 18-35 and is great for promoting wellness services or cosmetic procedures.
• LinkedIn: A professional network for B2B practices such as occupational health or specialist referrals.
• TikTok: A growing platform for younger audiences to share educational and entertaining content.

Knowing where your potential patients spend their time allows you to target the platforms most likely to deliver results.

Share Valuable Content

Social media is more than just promoting your services. It’s about providing value-adding content to your audience. Sharing educational content creates trust and positions your practice as a trusted source of health information. Examples include:

• Health Tips: Post practical advice on nutrition, exercise, or mental Health.
• Myth-Busting: Bust common health myths with infographics or short videos.
• Seasonal Advice: Tell us about flu prevention in winter or sun safety in summer.
• Patient stories: with consent, highlight success stories to appeal to an emotional response from your audience.

Regularly sharing relevant, high-quality content keeps your practice in front of potential patients.

Engage Through Visual Storytelling

Visual content consistently performs better than text-only posts in terms of engagement. Use images and videos to tell your practice’s story, introduce your staff, or showcase your facility. Some ideas are:

• Videos: Make short clips of health advice, a behind-the-scenes tour, or an introduction from a provider.
• Infographics: Break down medical information into bite-size graphics.
• Live sessions: Host Live Q1and1A Sessions where patients can ask health-related questions in real time.

Visual storytelling makes your practice feel more personable and approachable, which may encourage new patients to reach out.

Paid Social Media Ads

While organic reach is valuable, paid advertising on social media can deliver your message to a specialized audience.

Platforms like Instagram and Facebook let you develop precise ads based on demographics, location, and interests. For example:

• Advertise pediatric care in your area to young parents.
• Promote telehealth services for busy professionals who value convenience.
• Explain cosmetic procedures to anyone interested in aesthetics.

Paid ads deliver measurable results – you can track clicks, conversions and engagement.

Encourage Patient Reviews and Testimonials

Online reviews can influence a patient’s choice of provider. Use your social media to encourage satisfied patients to leave reviews on Google, Facebook, or healthcare-specific sites such as Healthgrades.

Use patient testimonials in your posts or videos. A story about a positive patient experience may appeal to potential patients and help build trust. Always obtain patient consent before sharing any personal details.

Engage With Your Audience

Engagement is the key to relationships on social media. Respond promptly to comments, questions or direct messages. Use social polls, quizzes or contests to encourage interaction. For example:

• Have followers share their favorite health tip and offer a small prize to the winner.
• Use polls to see what content your audience finds valuable.
• Answer questions in the comments about your commitment to patient education.

Active engagement humanizes your practice and builds trust with potential patients.

Collaborate With Influencers

Influencer marketing isn’t just for fashion and lifestyle brands – it works in healthcare too. Collaborate with local influencers, wellness coaches, or fitness trainers who share your values. For example:

• A nutritionist may promote your weight management plan.
• A local fitness influencer could tell you about their experience at your sports injury clinic.
• A parenting blogger might write about your pediatric care services.

Influencers help you reach more people and give credibility to your services.

Monitor and Optimize Your Strategy.

Social media success isn’t static; it changes. It needs to be regularly monitored and optimized, and metrics like engagement rates, click-throughs, and conversions must be tracked with analytics tools.

Find out what kinds of content appeal to your audience and alter your strategy accordingly.

Also, keep up with platform algorithms and trends. For example, short-form video content is becoming more popular on Instagram Reels and TikTok.

Display Community Involvement

Patients value active providers in the community. Use social media to promote local events, health fairs, or charities. Sharing photos and updates from these events improves your practice’s reputation and introduces you to potential patients on a personal level.

Highlight Unique Features of Your Practice

Differentiate your practice from the rest. Highlight special features like your HelloHealth app services, same-day appointments, or special programs (like a prescription discount card).

Posts highlighting your unique offerings may attract the attention of patients looking for those specific benefits.

Remember, Consistency Is Key

A well-executed social media strategy can increase your practice visibility, build patient relationships, and drive new patient acquisition. Start small, be real, and watch your practice grow!