Social media definitely has a place in today’s marketing world, but it’s not the be-all and end-all, especially in healthcare.
We’ve worked with many doctors who’ve dabbled in social media, some with success, others facing challenges. If you’ve been considering launching a social media presence (or outsourcing it), here are some insights from our experience to help you decide if it’s the right path for you.
Social Media Has Its Upsides
There’s no doubt that a well-run social media account can offer benefits:
- Online presence – having an accessible online profile helps both patients and referrers find you easily
- Trust and personality – social media can make you appear more approachable and reputable. It gives a glimpse into your personality and practice style, helping patients feel more comfortable before they walk through the door.
- SEO boost – regular, relevant posts can improve your searchability online.
- Supplementary marketing – when done well, social media complements your other marketing efforts. It’s not your main strategy, but it can support it.
But There Are Risks to Be Aware Of
For all its potential, social media in the medical field comes with some very real challenges:
- AHPRA regulations – we’ve had instances where doctors have run their own campaigns or used third-party services and found themselves in breach of AHPRA guidelines. These rules are strict, nuanced, and constantly evolving. It’s something we stay across regularly, but even then, it requires vigilance.
- Time and consistency – we all know, doctors are busy, and often, marketing isn’t at the forefront of their minds. If you can’t post regularly and keep the content fresh, your account can quickly look neglected – we often say that’s worse than having no social media at all.
- Not always the best return on investment – we often find that, in most medical specialties, direct marketing to referrers often delivers the strongest results. Social media can be a nice addition, but it’s rarely the main driver.
- Reputation at stake – social media is public, and we always remind you of a digital footprint. If it’s not handled professionally and consistently, it can hurt more than help. We’ve seen this happen when campaigns are managed without proper strategy or understanding of the healthcare space.
So, Should You Use Social Media?
If you’re unsure, you’re not alone. The truth is, it depends on your specialty, your goals, and your capacity to do it right. And it’s absolutely fine to decide it’s not the right avenue for you.
We’re happy to support you in your decision, whether that’s helping you manage a compliant and effective presence, or guiding you toward other marketing strategies that better suit your time and goals.
Tread carefully, think it through, and reach out if you need advice – we’re here to help.
Contact us: admin@roomswithstyle.com.au or 1300 073 239