Most ad agencies will tell you that social media marketing can be one of the best ways for a urology practice to increase the awareness, size or profitablility of their services. That is, if it's done correctly. Not only is it important to choose the right social media platform (Facebook, Twitter, Instagram, etc.), it's also important to create the right kind of post. We believe there's a factor that determines the success of both of those variables - Determining the right emotional connection.
People most often think logically with their right brain, but they most often act with their left. So posting a fact without any emotional tug, especially in social media, will leave the user with a new fact but no compelling reason to do anything with it. That’s not what you want. That's not how to get or keep clients loyal.
Social media is great in that, for the most part, it's free! However, the secret of getting an incredibly effective ROI, even with that budget, most often comes down to three factors:
There are other factors that go into determining the right social media budget for any urology practice.
Finally, you will also want to take into account of all the other media you are currently, or may want to use. These can include other online ads and listings, website SEO, radio, even television (although spoiler alert, we almost always advise against television).
Unfortunately, determining a good social media budget for a practice is not a plug-in-the-numbers and get an answer type of formula. Don't believe in any rule-of-thumb like '2% of your total revenue' either. If you hear that from someone, you should really call us. We’ll show you why that would probably make no sense for you.
Other forms of advertising and marketing may be effective as well. These can include social media including Facebook and Twitter, specific SEO tied into online banner advertising and your website, practice and urologist listings and directories, radio and even television commercials just to list a few. There’s a right mix for every urologist or urology practice and everyone’s mix will be different based on their needs, budgets and goals.
If you would like to learn more about how to create the most effective social media posts, or any other type of marketing or advertising, click the contact form button below. We’d be happy to discuss it with you for free. Some of the Urology groups we’ve worked with began with a simple SWOT analysis to find out where their best first steps (and affordable budgets) would start. Other practices we've worked with had campaigns that merely needed stronger, more effective creative executions. Either way, we are happy to provide whatever help we can, in whatever budget fits best for you.
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Ten years running, Mentum has specialized in healthcare marketing. But they also have strong vitals in other areas like food, beverages and education as well.