If you’re scratching your head right now asking yourself “what the heck is Pinterest?” you’re in good company. You probably wouldn’t be surprised to learn that many of your medical colleagues don’t have the slightest clue about the enormous patient-generating potential Pinterest can offer your medical practice.
Did you know Pinterest has a 50% higher conversion rate than any other social media platform? When used effectively, Pinterest can be an invaluable tool to send traffic to your website and enhance your brand without spending a ton of money.
Below we’ll unpack 6 ways Pinterest can help turn your practice into a social media star and convert, convert, convert!
1. Drive Traffic
Backlinks (links that bring people back to your website) are the best way to increase your rankings in Google. And every Pin you post is like a portal bringing prospective patients to your site. Pinterest also happens to be a search engine, so having a rockin’ Pinterest page can help boost your page to the forefront of searches in your specialty, all for practically no money down.
2. Be a health resource for mothers, spouses, and kids
Moms and female spouses comprise 75% of Pinterest users, representing a sizeable group of decision-makers whose top priority is to keep their kids and family healthy. A pediatric practice could position itself on Pinterest as an authority on child and family health by posting nutritious, kid-friendly recipes, and addressing common health concerns.
3. Control your online message
Your Pinterest page can bolster your online and website’s efforts to create a credible and secure space for past, current, and future patients. The Internet can be a place of inaccurate and distorted health information. Your Pinterest page can help restore the confidence of patients and their families that the content and information they are consuming has been researched and approved by a certified medical authority.
4. Maintain ongoing dialogue and connection with your patients
Often the patient journey doesn’t end with a visit to your office, or even after the treatment you provide. Recovery, rehabilitation, and follow-up play integral roles in the full healing process. Pinterest gives your practice an innovative and effective way to continue the dialogue with your patients so that they can still feel connected to you.
5. Create boards to connect your patients to relevant health information
You can create boards to link back to pertinent health information from other subspecialty organizations, educational resources and support groups, and relevant news releases. For example, an oncology cancer care clinic may develop a board focused on resources for cancer patients such as coping with cancer, support groups, and educational and research links.
Targeting your boards to your patient base is also critical for Pinterest success. An OB/GYN practice may develop boards that encourage advice for a healthy pregnancy, baby-naming guides, and the latest and most comfortable maternity fashion wear.
Establishing your practice’s presence on Pinterest requires zero dollars and a modest time commitment. When you boil it down, Pinterest allows you to communicate the message you want to current and potential patients exactly where they are found.
By Jennifer Thompson
Jennifer Thompson is co-founder and chief strategist for DrMarketingTips.com, a website designed to help medical marketing professionals market their practice easier, faster and better.