Luminus

Marketing Misdiagnosis:

You need to post frequently (or even daily) on social media to build a presence for your practice.

The process of building a following from the ground up on social media can seem daunting for small, independent practices. Most simply do not have the resources or staff to post content more than once or twice a week, which can lead some practices to abandon social media entirely as "too time-intensive".

When it comes to social media marketing, a higher quantity of posting does not necessarily translate to higher engagement! Most social media algorithms have severely restricted the organic reach of brand pages, meaning that frequent posting without a solid promotional strategy can often fail to make an impact.

One well-produced patient testimonial video with strong storytelling could generate more visibility and engagement on social media than a dozen posts featuring more generic text or photography. "Pay-to-play" is also unfortunately a real phenomenon on most social media platforms, with brands often needing to sponsor post to targeted audiences to move the needle. Having your internal team share posts among their own networks can be another way to grow reach organically.

Don't forget the power of private groups on social media, either - a Facebook group or subreddit is usually not going to be subject to the same organic reach limits as a brand page, so try cultivating a presence in these spaces where possible!