LinkedIn matters to your medical practice more than you may think.
LinkedIn can be a game-changer for sourcing and acquiring the best talent out there, particularly if you’re looking to recruit a new doctor in today’s competitive physician recruitment market.
Beyond its HR value, LinkedIn can be another channel for you to build your brand, and expand awareness of your practice among engaged readers and peers. And if your practice has business to business components such as workplace wellness and injury, LinkedIn could just be your ace in the hole.
Why LinkedIn Matters
LinkedIn has long been considered the red-headed stepchild of social media, but the “ugly duckling” has transformed into a white swan.
According to DMR Stat Reports, LinkedIn has over 128 million users in the U.S., 90% of whom make household decisions, and 14% aren’t on Facebook. Therefore, the content you post (or not) can mean the difference between a new appointment at your office or at that other practice around the corner.
According to Hubspot, LinkedIn visitors convert 277% more often to leads than visitors on other social media sites. For medical practices, perhaps the most striking demographic is that adults aged 30 to 64-years comprise more than 60 percent of all LinkedIn members, and over 75 percent of users earn more than $50,000.
Developing a LinkedIn Strategy
Your LinkedIn page can act as a complement to your brand pages on other social media platforms. Visitors to your Facebook page who are wowed by the content they read may be interested to know if you are hiring. Individual doctors can also use LinkedIn to promote their personal brands. Our rule of thumb in marketing medical practices is to typically lead with the patient journey and avoid leading with the physician and their accolades. However, LinkedIn is the one platform where it makes sense for doctors to do that.
Like your website and Facebook page, keeping your LinkedIn page up to date takes time and nurturing. If you’re going to be on LinkedIn, you need to put your best foot forward or else you might as well not be there at all.
Use LinkedIn Publisher
LinkedIn Publishing gives you a great opportunity to build influence and reach a target audience. It’s also an excellent way to showcase your writing to your peers and establish a prominent source of professional connections.
What and How Often Should You Post?
Knowing what to post on LinkedIn is essential for generating new patient leads for your practice. Industry insights are the most sought-after content on LinkedIn followed by company news and updates about new products and services. To get the most out of your LinkedIn marketing, focus your content on informative, useful insights.
We recommend that you post an update or content piece at least once a week. Posts on LinkedIn have a longer shelf-life than, say, on Twitter where the average life of a post is around eight minutes.
If you’ve been avoiding using LinkedIn, the time is ripe for you to reconsider. By creating strategic content, you can establish authority and kickstart your brand awareness. Used the right way, LinkedIn can be a great tool in your social media marketing strategy and an effective way to brand your practice with a targeted, engaged audience.
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.