Image Heavy Content: Why You Need It and How to Use It
Whether you put images into Facebook albums or onto Pinterest boards, pictures are an absolute must for social media campaigns!
Remember: social media is free practice marketing. More importantly, it’s effective practice marketing when done correctly. It can easily facilitate patient engagement, satisfaction and loyalty - all of which encourage patient retention, patient referrals, patient acquisition, and patient recall/recare. Take the time to do it right!
The “bounce rate” is how many people leave your site immediately without clicking around; the lower the number, the better. Including pictures on your site will drastically lower your bounce rate.
Reason #1: People Love Pictures– Even when the image has nothing to do with their needs
Posting pictures that depict products, services or medications that you offer is a great way to generate click-through traffic from browsers that are interested in the content you are posting about.
The thing to recognize is that people are drawn to pictures whether or not the subject pertains to them. Photos on your Pinterest, Instagram, Facebook, personal website or blog will draw a significant amount of traffic to your space on the web, even if the browser isn’t looking for that service/product/etc., merely because people like pictures.
Viewing pictures is a mindless act that requires no effort, so while patients and prospective patients might not skim through all of the marketing text you’ve drafted so carefully, they will scroll through your photo albums.
Reason #2: People Share Pictures
An entertaining, heartwarming, or inspirational image will quickly generate a lot of “likes” or “shares” on Facebook. When someone likes or shares your content, their friends see that activity and are more likely to click through to your site. “Retweets” and “repins” from Twitter and Pinterest similarly pull people to your content.
All it takes is one click. As long as you’ve done your job and kept your albums fresh and full, browsers will be sucked in the second they get there.
Let’s say you are a general practitioner that delivers the occasional baby. Whether it is every hour or every couple of months, one picture can work wonders for the traffic to your website.
Here is how it will work:
1. Deliver the baby (with the help of the mother, of course)
2. Take a picture of the baby (either at the hospital or the first appointment)
3.Upload the picture (into an album/board titled something cute like, “Dr. Daniels’ Darling Deliveries”)
4. Hashtag it (stick with the same one every time, ie: #drdanielsbabies)
5. Push the picture to your other social media sites
6. Email the link to your patient (even better: add them and tag them in the post!)
7. Patient squeals, swells with pride, and “shares” it on their own account (tags auto-share it)
8. People viewing their content will see it and click“like” (which directs their traffic to your site)
9. People click on the link and go to your site
10. Browsers click through the other adorable baby photos you have there
11. They look through your other boards (quickly wondering why in the world you aren’t their doctor, too)
12. They click the “Schedule Me” button (that SR will put on your Facebook page)
Reason #3: Pictures are Proof
You don’t have to be a plastic surgeon or a cosmetic dentist posting before-and-after sets for this technique to apply to you (though, if you are, definitely use it). Regardless of what kind of practice you have, there are ways to offer “picture proof”. Here are a few examples of the sort of “proof” people want to see on your social media.
Example Happy Patients:
Have signs that say “I love my doctor” and snap shots of patients while they hold them. If you sneak into the picture and throw your arm around their shoulder you’ll earn extra points, with an additional bonus if it makes them laugh.
Example Amazing Office Environment:
Show them that your office is inviting. Your waiting room is well stocked with reading material. The kids love the toy room. The equipment in your exam room is modern. The décor is tasteful. Ambiance sells – use it!
Example Solved Medical Problems:
Let’s use a seasonal rash for this example. How did it look before? How will it look after treatment? You don’t have to photograph your itchy patient and ask them to come back in a week for post-treatment photos; any image illustrating how it looks before treatment and after treatment will do.
Reason #4: Pictures Make You Human ..and patients prefer humans.
A key ingredient to patient engagement – and practice marketing – is being relatable. The more of a person you are, as opposed to a faceless practice, the more you will generate patient loyalty and new patient appeal. It makes sense: your patients are putting a lot of faith in you, so they need to feel some sort of connection.
Examples: Take a picture of your receptionist answering the phone, or a nurse smiling with a patient as she takes their blood pressure. Did you dress up for Halloween? Patients and prospects alike will gobble it up.
More Examples: Take it a step further and personalize it with photos of you with your family, a shot of you at the restaurant you tried last weekend, or laughing at the Christmas party in a terrible sweater. Personal pictures pull people in, so let them see the “human” side of you and your staff.
Pictures work! Take them, post them, hashtag them. It’s effective, and it’s free. Try it.
Remember: Your Solutionreach platform will help you with social media by pushing content and reviews to your Facebook page. If you aren’t using this valuable feature, call your Client Success Representative and they will be happy to walk you through it!
About the author:
Amy LaVange is a professional educator for healthcare providers. She specializes in helping practices reduce inefficiencies and lower costs, so providers and their staff can spend less time worrying about their bottom line and more time caring for their patients. She currently manages communications for Solutionreach, where she consults with their clients and creates educational content to help them establish patient-centered practices by utilizing tools and techniques that allow them to streamline their productivity and improve their patient experience.