SOCIAL MEDIA AND THE BOTTOM LINE

EVA SHEIE

PRACTICE MANAGEMENT RE-BOOT

MARCH 28, 2015

POLL

WE’RE DIFFERENT

GUIDELINES

Always separate business from personal. Don’t be friends with your patients.

Use business tools for business

Understand HIPAA: Every team member must understand how to protect patient privacy

Consider adding social media to your consent forms

Never post anything that identifies that someone is a patient

Taking photos at an event? Posting before and after photos on Instagram? Get permission in writing! DOUBLE CHECK

Establish protocols for content

Have an official policy for the staff

POLICY

Where, when, and what

Times and days

Spontaneity

Content

Monitoring and responding

Approval process

BE SOCIAL. Don’t DO Social.

Give them permission to fail – Marilyn vs. Dave

BE SOCIAL. DON’T “DO” SOCIAL.

IT’S JUST SOCIAL MEDIA, WHAT COULD GO WRONG?

WHAT COULD GO WRONG?

“A lady came over with a towel and asked ‘if she wanted to cover up?’ and my friend said

‘No, am I making you uncomfortable?'”

“Be warned:nursing mothers

are not welcome.'”

RESPONDING TO A BAD REVIEW

You cannot have a one-size-fits all plan for this

Can you respond? If yes, should you?

Is it on the first page of Google?

Will it get stale and die, or is it catching on fire?

Does the reviewer sound crazy? People can spot crazy.

Is it results-related, or service related?

Do you have enough positive reviews to drown out this negative review? Very few of your patients will break their anonymity to write a review of a procedure for you.

WHAT TO POST

EASY WAYS TO CREATE SOCIAL CONTENT

IN THE NEWS

FUNNY

“FUN” SIDE OF THE DOCTOR

CELEBRATESTAFF

REVIEWS!!!

THE BOTTOM LINE

Does social media have a positive ROI?

Yes, but doesn’t this depend on what you’re spending?

HOW MUCH MONEY CAN YOU MAKE FROM IT?

“I have no idea.” - CEO of 5-surgeon practice who knows her numbers for everything

“What’s the ROI of your receptionist?”

- Social media expert

HOW MUCH DO DOCTORS SPEND ON SOCIAL MEDIA?

From $0 to $1250/month to $2500/month

Hourly – how many hours are being spent for the price you’re paying?

If it’s not engaging, or has gone stale, it may be detracting from your brand

(remember who loves brands?)

REALSELF SPOTLIGHT

48,000 views/mo

6 month agreement = $19,350

1% CTR = 480 visits

2.64% conversion = 12 leads

30% = 4 consults

50% = 2 cases

= $15,000 x 6 = $90,000

Q&A

Responding to negative reviews

Share your own Facebook success

FACEBOOK IS NOW PAY TO PLAYMost common social channel for plastic surgery practices

November 2014 – Public announcement – no more promotional posts in the News Feed. In the name of user experience, now you have to pay to play.

Less than 2% of users who like a page will see that company’s posts in their newsfeed (unless you pay to boost posts)

Myth busted: We’re going to get new customers from Facebook. 84% of company Facebook page fans are current or former customers of that company – Pew Research

We like what we like

Facebook is a confirmation or ratification of a relationship. Not the beginning of one.

It really helps your customers REMEMBER you. It keeps you TOP OF MIND

AFRAID TO LOSE MONEY?

Test out paying for Facebook ads by using the “Boost” tools for an upcoming event.

HAVING FACEBOOK TROUBLES?

Pitfalls

Consider this: Like the person vs. liking plastic surgery the topic.

Boring? Not working? Perhaps it isn’t personal enough…could be in the wrong voice

On Thursday and Friday, engagement is 18% higher

Traffic is highest mid-week between 1-3 pm. 

THE OTHERS…

Who is having success on other social sites? Which ones and how?

Choose your channels wisely, you cannot do them all

Do you like words, photos, or videos best?

A fan is worth whatever it’s worth to your business

Studies value a single “Iike” or “fan” at $136, $9, $3… there’s no way to get a number

BAD REVIEW DECISION TREE

Does the site allow you to respond?

Yes

No