Facebook 101 for the Physician Practice

By Kate Crosby, SCMA Communications Director

Earlier this year, we talked about why you need to be on Facebook. By now,  I hope you’ve heeded to the advice, explored Facebook, and have even started connecting with those long lost medical school colleagues. And by now, I hope you’re also ready for Step 2: Using Facebook to promote your practice. As I wrote earlier this year, its marketing, advertising and promotion at its finest, and best yet, it’s all free. So, how do you do it?

Let’s take it one step at a time.

Create the Page 
First of all, you need to create a Facebook Page. How do you do this? The Facebook page will need an admin and the admin must be a current Facebook user, however, you can have several admins. The admin will basically serve in a ‘webmaster/content controller’ type roll. They are able to add/edit/delete posts, pictures and comments. Maybe you want to be responsible yourself. Maybe you will assign an office staff member to handle this. Or both.

To begin, log in to Facebook, and go here: https://www.facebook.com/pages/create

Once you've logged in, you'll need to understand several of Facebook's essential page elements.

Essential Elements:
A cover photo: This is the largest image on your Facebook page and tells a lot about your practice. A picture of your practice or a group picture of your staff would both be great ideas for this space. It’ll create familiarity for new patients.

Profile Picture: This spot is generally where a company would put their logo on their Facebook page. Don’t have a logo? You could simply create a photo in a simple photo editing program like “Paint” with your practice’s name in text.

Business Information: Here you will put your general business information such as your location, your hours, and your phone number. You can also link your website here if you have one.

Posts: The most essential element of your page--- the content that you share! We will talk about post ideas more below.

Now, your Facebook page is set-up. What's next? You need to start posting! Is is crucial that you establish a regular schedule for updating your page. The keyword in social media is "social". If you become anti-social, you will lose your audience.


Idea List for Posts: 

1. New physicians – Introduction, picture, and bio. This will help advertise a new physician and help your current and future patients become familiar. 
2. Meet Our Team – Bios and pictures of various physicians, medical team members, and behind the scenes staff.  Again, this creates familiarity for your office. 
3. Specials – For example, if your ophthalmology practice has an optical shop, you may post specials or coupons to drive sales.   
4. Giveaways – Does your dermatology practice offer medical spa services? Ask those that like your page to “like/comment/share” a particular special for a chance to win. This will help build your audience. Generally, you should award the winner after the post has been up for a week at the most.
5. Hours/Closings – Will your office be closed for Christmas? Will you have special clinic hours on Thanksgiving? Let your audience know. This is the best way to convey important, timely information.
6. In the News – Did one of the partners in your practice appear on the news? Write an op-ed? Was featured at an event? Share it! It creates likability. People like to hear about what you’re doing!
7. Ask the Doc – Regularly feature the answer to a common health question. It will create a bigger audience, and in turn, perhaps more patients.

Practices Who Are Doing It Well 
However, ideas for what to post are limitless. The great thing about social media is you can be as creative as you’d like. If you are looking for inspiration for your future or current Facebook page, we have identified two practices that are doing exceptionally well.

                        Specialty Practice:
                        Dermatology and Laser Center of Charleston
                        Facebook.com/dermandlaser

                        Family Physician Practice:
                        Colonial Family Practice
                        Facebook.com/colonialfamilypractice

What's Next?
Stay tuned as we continue to explore Facebook and the elements that will help your practice’s Facebook page be successful! Next time, we will talk about building your audience.