In my last column, I addressed the question of whether or not to outsource your practice’s social media efforts. While some medical practices do their own social media, others simply don’t have the time, resources, or desire to do it themselves. That’s where social media consultants come in. Hiring the right consultant offers numerous benefits such as devising a strategic plan that aligns with your practice’s unique goals, as well helping you develop and market your personal brand.
Last time, I offered guidelines to help you choose the right consultant for your practice. This time, I’ll offer some pitfalls to avoid when choosing a social media consultant or agency. If a consultant promises any of the following, be skeptical:
• Thousands of followers in just a few weeks! Authentic social media takes time because it’s about building relationships. There are digital programs that let you buy followers, but I don’t recommend them. It’s much better to have a smaller, genuine, truly engaged target audience than a huge, inauthentic one. Building a genuine target audience takes longer to cultivate, but it is far more effective in the long run.
• Your videos will go viral! We’ve all seen videos that have gone viral (many involve grumpy cats, which I don’t recommend using for your brand). Chances are if you’re making a 2-minute video on how to treat rosacea or ringworm, it won’t go viral. (Unless it involves a grumpy cat.) Instead, focus on realistic expectations. Your consultant should offer creative ways to market your brand, whether it’s video or text. But getting hung up on going viral is like waiting to win the lottery. It’s better to regularly create and share high-quality content that over time will garner an audience.
• You’ll double your patients in weeks! The number one way physicians acquire new patients is through word of mouth. Social media is word of mouth enhanced by technology, so it has the potential to grow your patient base. But it takes time. If acquiring new patients is one of your goals, then be certain that your consultant creates a realistic plan to achieve that goal.
• We’re your one-stop shop! Although I advocate using social media to market your practice, I believe it should be only one spoke in your marketing wheel. Traditional forms of marketing, such as newspaper and magazine advertisements, newsletters, and local radio and television appearances, still offer real benefits for many practices. If someone is trying to convince you to abandon all your other marketing efforts, be cautious.
• We’ve had 100% success with all of our clients! Would you believe your fellow doctor if he said he hadn’t had a patient complaint in 3 years? I didn’t think so. Don’t believe a consultant who tells you he’s never made mistakes or had an unhappy client. Ask what a consultant has learned from negative and positive experiences. What insight have they gleaned from that unsuccessful experience? How can these insights help when devising your strategy?
With these guidelines in place, you’re putting your practice and your reputation in safer hands.
Dr. Benabio is a partner physician in the department of dermatology of the Southern California Permanente Group in San Diego and a volunteer clinical assistant professor at the University of California, San Diego. Dr. Benabio is @dermdoc on Twitter.