Growing the online presence of your practice requires that you increase both the frequency and quality of your Facebook and Instagram posts. One strategy for accomplishing this goal is to share moments that matter with your patients and their friends and followers.
According to Facebook IQ*, mobile social media is creating more moments for brands to connect with consumers in relevant ways than ever before. Still, it’s important to recognize the opportunities that different types of moment present to healthcare marketers.
The more personal and rare a moment is, the more valued and engaging it is likely to be. As the graphic below illustrates, some moments happen multiple times a day. Routine moments like these are less attention-getting and valuable from an engagement perspective because they represent experiences that are familiar to everyone.
Everyday moments happen on a daily basis. These types of moments happen every day and tend to be relatively routine as well, whereas once-a-year moments attract large volumes of people talking about the same big events at the same time, like the Oscars or the NBA Finals.
According to Facebook IQ, once-in-a-lifetime moments, like having a baby or moving “often signify point of market entry opportunities when consumers make thoughtful purchase decisions and make lasting behavioral changes.” Connecting your brand to life-changing moments like these can help your audience develop positive associations with you and your practice.
But you don’t have to wait for a big event to make a connection. Every time a patient enjoys a successful outcome as the result of your quality care, that can be a moment that matters if you recognize it. Highlighting these types of moments with relevant social signs that caption the story can help weave your practice into the fabric of your patients’ everyday lives in a real and relatable way.
Being aware of what is going on in the larger context of your patients’ lives is a great way to create and capture moments that matter. As a case in point, a client of ours celebrated with one of their patients who’d just completed her last cancer treatment.
By taking a moment to celebrate this woman for her strength and courage, the practice sent a message to their community that they genuinely care about their patients’ overall wellbeing.
Recognizing and capturing moments that matter like these can help set your practice apart as a group of people who value your patient relationships.
*Facebook IQ is the insights unit established by the world’s largest social network, aimed at helping marketers better understand people how people are communicating today, both online and off. (Source: http://bit.ly/2qAdV2h)
You can subscribe to Facebook IQ and receive additional insights on a regular basis here: http://bit.ly/2pZNplQ.
Original post from Banyan.com- learn more now.