February 23, 2024

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How Important is the Role of Social Media Marketing in the Healthcare Industry?

6 min read
Healthcare Industry

Last Updated on February 25, 2022 by Journal Fact

An average person uses social media platforms to spread gossip, to post selfies, to share memes, etc. However, in the fast-paced world of the healthcare industry, medical professionals use different social media to gather leads and drive traffic for sales conversion.

The various fads in social media are monumental. That is why doctors, dentists, and orthodontists try to blend in so that they won’t be left behind with the rapid development of the world. Since the expectations of the consumers are rising little by little, the competition also becomes tighter than ever. 

With that in mind, we can never disregard the importance of ROI and the opportunities given by the circumstances.

If you’re clouded with the question, “how much effort should I invest in this type of marketing?” We can only answer that by this: if you want to blend in, join forums, discussions, and welcome feedback with open arms. But, if you want to be on top of the competition, learn how to handle emotions and influence your target market.

What Is Social Media Marketing?

Before we get into the importance of social media marketing in the healthcare industry, let’s quickly go over what it is first. You might not know this but social media marketing has been around for quite some time now, but it wasn’t until Facebook came about that it really took off as a marketing tool for healthcare professionals.

The basic concept behind social media marketing is using social networks to promote your business or product by building awareness and encouraging engagement from your followers.

How important is social media marketing in the world of healthcare professionals?

Social media is an ever-changing landscape and it’s vital for healthcare organizations to stay on top of the latest trends and best practices. The role of social media in healthcare marketing is not only expanding, it’s also getting more sophisticated.

The value of social media marketing in healthcare is unmistakable. This year, 90% of healthcare marketers will use social platforms to engage with their communities.

Apart from opening the doors to your business’ growth, social media marketing will also give you additional responsibilities as a business owner. In monitoring the sales of your inventory or in doing customer services, Social Media platforms can be a big help.

But for you to reduce the chances of failing, you need to practice the art and power of social media marketing and have an in-depth understanding of its value. You also have to be knowledgeable about the use of different strategies. With the appropriate knowledge, you can maximize the power of social media marketing. 

But, why should you even care about it and invest in it?

Social media is the new modern marketing tool that offers healthcare providers a platform to connect with patients. It is an important communication medium through which healthcare providers can improve patient care and services. The tools of social media have emerged as a powerful way to connect with patients, colleagues and other healthcare professionals.

It offers immense opportunities for healthcare and medical practitioners to build their reputation, showcase expertise, reach out to more patients, increase the number of referrals and grow their practice. It is a powerful strategy for building brand awareness and enhancing the retention of customers by establishing rapport between the doctor/hospital and the patient.

A study conducted by Pew Research Center says that more or less seventy percent of adults in this world utilize Facebook. And seventy percent of these adults use the said app on a daily basis. With the statistics in mind, it’s safe to say that three out of five US citizen adults have an account on this social media platform. 

The founder of Facebook, Mark Zuckerberg, is a proud advocate of free internet for third world countries. Some countries already have free data access to Facebook due to this advocacy of Mark. As a result, it is safe to expect an increase in its user database and popularity. 

With that in mind, the world with a more affordable internet connectivity cost will pave the way for every business to reach its peak when it comes to sales. More importantly, these social media platforms are developing their systems and are creating new features that can help medical professionals adapt to the social media marketing world.

Dental Practice Marketing

Indeed, social media marketing is now a force to be reckoned with, and it’s not a passing trend. It’s easy to share, and even easier for someone to reshare your content.

Social media can help you connect with patients in more ways than one. Many dental practices are now using social media as part of their dental practice marketing strategy, but how does this benefit the day-to-day operations of a dental practice?

Here are 3 ways that social media can boost business and benefits for your dental practice:

1. Social Media is Free Advertising

Think of the last time you “liked” a Facebook post or “favorited” a tweet. Now think of those times when you did this because you actually liked the post or tweet, not just because you wanted to support the person who wrote it (we’ve all done it). Our guess is that there were more instances when you genuinely “liked” something than not.

Now think about what happens when we like posts on Facebook or tweets on Twitter: they show up in our friends’ newsfeeds and timelines, meaning that other people see what we like, too. When it comes to your dental practice, this means free advertising.

2.Increases Visibility

If you’re not using social media to market your healthcare practice, you’re missing out on a huge opportunity. Consumers use social media for all sorts of reasons, from catching up with friends and finding out about breaking news to searching for products and services. This means that if you aren’t on social media, you’re missing out on a lot of visibility.

In order for people to find your dental practice using search engines, they have to know that you exist. If they haven’t heard of your practice before, or if your business has a generic name or you’re located in an area with several similar businesses, then it can be difficult for them to find you online. It’s easy to get lost in the mix when so many other users are competing for limited exposure on search engines like Google. But by building an active presence on social media sites like Facebook and Twitter, you can help improve your visibility online and expand your reach beyond what search engines alone can offer.

3. It builds trust

If you want to build trust with your audience then social media is the perfect place for it. Social media offers your patients direct access to you and your practice, which can help them see that you’re real people who genuinely care about their health.

It’s also a great way for potential new patients to get an insight into what it would be like to be treated by you and your staff before they even step through the door. This can help them feel more comfortable around you and more confident in your abilities once they do meet you in person.

Tips to an Effective Social Media Marketing Strategy

Since you have to take action to be successful, here are some of the most practical advice on how to be on top in this competitive world of marketing.

1. Consider choosing the best social media sites for your target audience.

By doing this, you will be able to know the best platforms for your practice. You will also be able to cut costs in identifying which platforms are not working for your office. In addition to that, when your business platform matches the platform of the appropriate social media it will be easier for you to reach out to your target audience.

2. Build your online presence.

When you’re already sure what social media platforms are best for your practice, you have to find ways to establish your business on those sites. When you have successfully built your online presence, your chances of getting noticed by your prospects will increase. 


The world is now becoming more and more digital and not investing or disregarding the power of social media is a huge miss. 

If you want to establish your brand online, Facebook, Instagram, Twitter, LinkedIn, and other social media platforms are good media for your marketing campaigns. Aside from popularity, they also hold the majority of the buyers nowadays: Millennials. 

Not taking risks in social media will be one step behind your competitors. Practically, they are increasing the chance of their service getting noticed, while you are not.

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