6 ways to leverage social media during the COVID-19 crisis
As states begin to lift restrictions following the COVID-19 outbreak, practices are opening their doors once again.
But for many, patient volume has not yet returned to pre-pandemic levels. To increase patient volume, engaging patients — and attracting new ones — is critical. Social media can be an effective tool for building relationships and promoting the telehealth services or in-person visits your practice offers.
Read on for six ways to leverage social media in the wake of COVID-19:
- Promote telehealth appointments and online scheduling.
A March survey by Sage Growth Partners (SGP) and Black Book Market found that 36% of U.S. consumers would find a new provider if their current one did not offer telehealth.
You can ensure patients are aware of your telehealth services by following the example of Centerville Clinics, Inc. They’ve posted about these services and included contact information for patients to reach out and schedule.
If your office staff often fields the same questions about telehealth or other new services, create an FAQ on your website and link to this page in your social posts.
Steinberg Diagnostic has tweeted about its online scheduling option, directing patients to learn more from its FAQ page. (View one of its posts here and another here.)
- Encourage patients to schedule well visits.
Has your patient volume dropped due to COVID-19? Use social media to spread the word that your office is open for well visits again.
For National Women’s Health Week, one Greenway client posted a reminder to schedule a checkup with a primary care provider.
If your patients have been hesitant to schedule in-person appointments, let them know about policies you’ve implemented to keep them safe.
For example, a Greenway pediatric practice explained in a Facebook post that it’s open for well visits in the morning and only sees sick patients in the afternoon. The post also outlined the pre-screening and digital check-in process that patients could expect.
- Host “ask the doctor” sessions.
Going live on social media can enable you to share information, answer questions, and interact with your followers. Check out these posts from Mission Pediatrics and Sixteenth Street Community Health Centers.
By hosting an “ask the doctor” session on Facebook Live, your practice can answer general questions about COVID-19 symptoms and other health topics. Plus, you can increase engagement with current patients while also showcasing your practice’s caring and knowledgeable providers to prospective patients.
Before conducting an “ask the doctor” session, ensure your staff is familiar with HIPAA regulations pertaining to social media and is aware that protected health information (PHI) should never be disclosed on social media.
- Keep your patients informed.
During this pandemic, patients have likely turned to you for information and resources. Like Pulse Cardiology, you can post best practices for maintaining a healthy lifestyle even while staying at home.
Additionally, keep your social media followers up to date on announcements and resources specific to your community.
For example, one Greenway client tweeted an opportunity for community members to receive free COVID-19 testing.
To help its patients comply with social distancing, Sixteenth Street Community Health Centers posted an infographic describing how outdoor spaces have reopened in Milwaukee. The infographic included a map and details on the city’s “Active Streets” policy.
Posts similar to the ones above can help establish your practice as a community influencer and thought leader.
- Invite patients to leave feedback.
In a 2020 survey from Software Advice, 90% of U.S. patients surveyed said they consider online reviews when evaluating a provider.
To harness the power of positive reviews, read this blog on social media best practices for tips on encouraging and following up on reviews.
If you haven’t yet listed your practice online, set up your business on Facebook. Then, view this resource on tips for adding contact information and adjusting your page settings.
- Connect to your community.
Has a local business brought lunch to your practice? Have individuals donated masks, hand sanitizer, or other supplies? Give these members of your community a shout-out on social.
Sixteenth Street Community Health Center showed its appreciation to a local restaurant for delivering 30 pizzas to the practice.
Also, be sure to highlight your practice’s community involvement. Sharing your practice’s efforts can encourage others to follow your example and get involved, too.
For instance, one Greenway client posted to Twitter to explain how it partnered with local food pantries to delivery groceries across the country.
Navigating fluctuations in patient volume and financial challenges brought on by the COVID-19 crisis can be difficult. In the pandemic’s aftermath, social media offers a way to interact with patients, showcase your expertise or community involvement, and even attract potential new patients.
For more tips on promoting your practice with social media, read this blog on social media marketing for healthcare.
For more information, CLICK HERE to schedule a conversation with a Greenway representative. Or watch our 3-minute overview video HERE.
Additional Resources
3 reimbursement tips for telehealth
Digital health solutions for business continuity during a pandemic
How Greenway Health Stacks Up: A Competitive Analysis of Healthcare Technology Solutions
