When attempting to grow your medical practice’s online social media engagement, it is important to know what types of content your audience wants to see. There are many factors to consider. Is it interesting? Is it unique? Will this content engage my audience? How will this content help to promote the brand’s image? Video content has been proven to get an optimal amount of viewer engagement on social media platforms like Facebook, Instagram, and even LinkedIn. According to data from Sproutsocial, vertically shot videos on Facebook get the highest amount of engagement (.35%). Omnicore reported that Instagram videos get twice the amount of engagement that photos do. LinkedIn users are 20x more likely to re-share a video post compared to photo or text content, according to Hootsuite.
These facts make one thing abundantly clear: video content is a media engagement goldmine. Now, what does this mean for medical practices hoping to grow their following or promote their image? Doctors and healthcare professionals everywhere are in luck as they can easily provide a unique type of content that everyone loves to watch. Surgical videos are among the most fascinating types of content for people to view online because it’s not something someone sees every day. Doctors and surgeons, on the other hand, perform medical procedures like this all the time. Surgical videos are in high demand, and healthcare professionals can provide an abundant array of content to satisfy their viewer\’s need for fascinating medical content.
There are other benefits to consider when thinking about creating video content for social media platforms. Not only will this increase a social media accounts viewership, but this is also a great way for potential new patients to meet the doctors at your practice. As viewers watch surgeons do what they do best, they are simultaneously establishing a personalized relationship with this doctor. Seeing a familiar face from a video they previously watched as they enter the office or examination room might make them feel more comfortable and at ease.
Another benefit to posting surgical videos online is that it both helps other doctors in similar fields of expertise to connect and also provides an avenue for doctors to share their ideas and new surgical techniques. This can help your web of media followers to grow, especially if the practice is still small and looking to establish more credibility as a medical center. Having an interconnected web of medical professionals interacting with your page and engaging with the content you produce will allow for like-minded individuals to connect with you as well. One factor that is crucial to remember when producing video content is HIPAA compliance. If a patient is going to be featured in video content that you post online, make sure to obtain proper authorization from them to avoid any legal complications. Showing your followers that you love what you do can create an infectious demand for more content and help to grow your ever-expanding online medical network.
