Laser-Like Social Media Focus Works Best for Independents

Jacqueline Fellows, for HealthLeaders Media , October 16, 2013

"A huge percentage of our referring physicians were getting bought up by hospital systems, so we lost a big percentage of our business," he says. "So we started to think, 'Do we go to commercials? Do we do billboards?' "

hospital social media

>>>Another example of Compass Imaging's online presence

At the same time, he says the practice saw the explosion of businesses using Facebook, and "we didn't want to be left behind." That enthusiasm led Compass to think it should be on every social media platform available, but Atlantic Health Solutions, a physician referral consulting firm that has worked with Compass on its marketing strategy since 2004, advised against it.

"Compass is on the Gulf Coast, and in that area, we found that referring physicians were active on Facebook, but not so much Twitter," says Sara McFarland, communications and social media specialist at Atlantic. "So we focused on increasing their presence on Facebook."

Focus on your audience
McFarland collates the monthly social media metrics reports for Compass. Since they began focusing on building its Facebook presence, website traffic has increased year-over-year. For example, from July 2012 to July 2013, unique website visitors went up by 37%. The increase extends to their Facebook impressions, as well.

"The biggest takeaway is 'Don't overdo it,' " says McFarland. "If you're just doing a little bit here, and a little bit there on every social media channel, then you're not really providing value. You're not going to see a return on investment."

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