Marketing your practice does not always need to come with dollar signs attached. There is a way to reach your audience directly, pull them in and give them a rallying point. That’s where the Facebook group comes in. A Facebook group is different from a Facebook business page. A page is about establishing your practice as a serious business, promoting your services and bringing in new patients. A group should serve as deeper communication channel between you and your audience. It’s mean to build relationships and strengthen connections – with you and with fellow group members.
Let’s look at the two pillars of Facebook groups:
Providing Value
Since a medical practice is providing a service rather than selling material objects, the focus should be on “selling” the quality of you and your business. Show that you are knowledgeable! Show that you are caring! Think of the 3 E’s – Establish (authority), Encourage, Educate.
Here are ways to make your Facebook group a place worth being:
- Offer exclusive content for group members only
- Live Q&A sessions
- “Behind the Scenes” videos of popular procedures
- Holiday or seasonal promotions (sales and incentives)
- Opt-in for members-only email list
- Quizzes – let them see how much they know!
- Encourage dialogue between group members
- Advice
- Experiences
- Discussion
- Sharing relevant articles
You can also get things going by simply flatout asking for people to share their input, such as a question or discussion topic of the week. This can help a quiet group pick up some steam and may spark ideas for members to post themselves!
Building a Community
When it comes down to it, a Facebook group is not about your practice – it’s about your patients. A group should be created with the intent of providing an audience with a more enriched and engaging experience. Encourage new members to introduce themselves after they’ve joined! You want your audience to feel comfortable and welcome.
Designate yourself or someone on staff as an administrator for the page. Create a set of rules and guidelines that members should adhere to – and follow through when they don’t. Infractions may include crass or crude language, attacking other group members or promoting competing practices. Don’t be shy about removing the offenders! You are, after all, the authoritative voice. A top priority should be protect the integrity of the group and your practice.
Additionally, you want your Facebook to be a closed one. Your group should not be an open free-for-all. You want to protect the members of the group and create an air of exclusivity to outsiders. When someone is accepted to a closed Facebook group, they feel that sense of exclusivity. Not everyone gets to join but they did. This positivity helps to keep the attitude within the group respectful, civil, encouraging and supportive.
A Facebook group is a great way for people to convene around a specific topic or shared interest. In this case, the common denominator among the members is being a patient of your practice. Bring them together to learn from each other and show our audience why you are a practice worth sticking with. So, should your practice have a Facebook group? Go for it!