Why Orthodontists should consider joining Instagram now and creating an engaging profile to attract potential patients.
Traditional advertising is no longer enough when it comes to promoting your practice. With so many practices out there you are constantly in competition with other healthcare professionals in your area. In recent years, potential patients have turned to online research when it comes to finding a healthcare professional. How can your practice stand out amongst the rest?
The answer is social media. With millions of people using social media platforms daily, more practices are taking advantage of incorporating social media strategies into their marketing and you should too.
Which Platform is for me?
With so many platforms to choose from, it can be difficult to decide which platforms to invest in. With 800 million users, Instagram stands out from competitors, such as Facebook, Twitter, and Snapchat. Even though Facebook trumps Instagram in active users, Instagram has over 500 million daily users, with some of the most engaged users of any social platform (.84% vs. .53%)
Besides high engagement rates, Instagram brings highly engaged website visitors. According to a recent study, website visitors from Instagram spend an average of 192 seconds, more than 3 minutes higher than many other marketing channels. Social media has become more than an advertising platform which means audience interaction is extremely important. As a practice, it is important to create content that becomes a part of their social media, become a part of the conversation.
Who is your target audience?
According to a 2015 study, there are more female Instagram users than male users. 31% of women online use the platform regularly and 90% of its users are age 35 and under. Instagram is ideal when reaching a younger crowd.
What kind of content should you post?
Being a visual-centric platform, it's important to post interesting and creative content but relevant content as well. Videos tend to be more effective when capturing the attention of your followers and potential patients. People are more likely to relate to seeing a person in real life rather than reading about them. Some of the most shared images by doctors are ‘Behind the Scenes’ videos and images, especially, shared videos showing patients something they normally wouldn’t see.
Promotions & Coupons –
According to a recent a study, researchers found that men respond to promotional material quicker than women. While Instagram has a larger percentage of women, it is important to know that women are more likely to ignore ads on social media. But don’t let that discourage you from targeting them. Take this as an opportunity to create content that could help answer questions that potential patients may have about your products or services.
Showcasing new products and services, such as Braces or Invisalign, with a short video is a great way to make potential patients feel more comfortable about coming to your practice. Visual content can make the difference when it comes to answering the questions of uncertain patients.
Who is ahead of game?
Orthodontists like Dr. Dovi Prero are already ahead of the game. With 32.3k followers, located in Beverly Hills, Preor posts a variety of patient, staff, and personal photos while also collaborating with local social media personalities with a large social presence helps to grow his reach and engagement. Occasionally posting a funny video or photo, both show his creativity and personality.
Building a social media platform takes time; you will not see results overnight. But one thing is for sure if you're not on Instagram you are missing out on an opportunity to showcase your practice.