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With nearly 40% of young consumers now turning to TikTok and Instagram instead of Google to research businesses, your social media presence has never been more critical—but is your current approach authentic enough to resonate, or is it quietly hurting your brand?

In this masterclass, you’ll learn:

• The pros and cons of agency partners, freelancers, and in-house employees, and which fits your goals and business model.
• How to align your social strategy with what you actually want: presence, reputation, or revenue growth.
• What it really takes to succeed on social media (hint: it’s more than adding tasks to someone’s to-do list).
• Who should be in your content (and no, you don’t have to dance!).

Hosted by Glacial’s Co-Director of Client Services, Maggie Nevens and featuring industry experts Christine Scarlett & Lauren Weaver ( & Founders of ), with special guest Carrie Jacobs, Executive Vice President of Operations at Chu Vision Institute.

Fill out the form below to watch now.

Why Social Media Video Matters More Than Ever

Video dominates today’s social media algorithms, with platforms like Instagram, TikTok, Facebook, and YouTube all favoring motion over static posts. The data shows that video content drives higher engagement, broader reach, and better conversion rates than static images and text-based posts alone. For medical practices, this shift presents a major opportunity. One that many providers are either underutilizing or investing in inefficiently.

Patients want to connect with real people, real experiences, and real stories. Video content allows practices to showcase their expertise, build trust, and drive patient inquiries in ways that other forms of content cannot match. But the key isn’t just any video! It’s authentic, in-practice content that resonates with viewers and compels them to take action.

The Case for Social Media Video in Healthcare Marketing

Over the past 25 years, ĆŢÓŃĆĆ˝â°ć has specialized in perfecting digital marketing strategies for ophthalmology, ENT, and other medical specialties. We’ve tested every format, every approach, and every ad type. 

The results? Social media video isn’t just effective – it’s the most impactful tool for generating high-quality leads at a lower cost. In fact, with patient video or imagery, you could see your Cost Per Acquisition decrease by 50% or more.

Here’s why:

• Higher Engagement: Video consistently outperforms static ads in terms of clicks, shares, and overall engagement.
• Better Conversions: Practices that integrate video into their ad strategy often see a significant boost in lead generation and patient bookings.
• Stronger Trust & Credibility: Patients feel more comfortable choosing a provider when they can see the faces behind the practice, hear testimonials from real patients, and experience the atmosphere before they even step through the door.
• Algorithm Advantage: Social media platforms prioritize video content, meaning your practice gets more visibility for the same ad spend.

These factors combine to create a compelling value proposition that forward-thinking medical practices simply cannot afford to ignore in an increasingly competitive field.

An Alternative to Costly Social Media Video Production

While professionally produced video can be a great tool for your website and other long-form marketing materials, we’ve found that the often comes from inside your practice, created by you. Many agencies offer social media video production at premium prices, which don’t necessarily translate into the best return on investment for social media.

At Glacial, we take a different approach. Instead of charging for social media video production, we empower our clients to create their own high-performing content, providing them with the tools, guidance, and optimization strategies to ensure their videos deliver real results. We know that the best-performing content isn’t always about expensive equipment; it’s about authenticity, storytelling, and strategic distribution. That’s why we focus on helping practices capture compelling, organic video content and then refine and amplify it for maximum impact.

Here’s the reality:

• Patients engage with real, in-practice moments on social media, not corporate, overproduced videos.
• You don’t need a Hollywood-level production crew to create high-performing social media content.
• The best-performing social media video content is often captured in-house, using nothing more than a smartphone and good lighting.

How to Create High-Performing Social Media Video Content

We help guide our clients in creating their own effective video content. With a few simple strategies, your practice can capture compelling videos that drive engagement and convert leads.

1. Leverage the Power of Patient Stories

One of the most powerful forms of video content is patient testimonials. A short, unscripted clip of a patient sharing their experience can be more persuasive than any ad copy or polished marketing message.

2. Educate and Inform Your Audience

Patients are actively searching for information about procedures, recovery times, and provider expertise. Educational videos, whether it’s a doctor answering common questions or a behind-the-scenes look at a procedure, help establish credibility and build trust.

3. Optimize for Mobile & Social Platforms

Most video content is consumed on mobile devices. Keep videos short (under 60 seconds for most platforms), use captions for silent viewing, and ensure content is engaging within the first few seconds.

4. Keep It Authentic

The best-performing videos aren’t scripted or overly polished. They feel natural, personal, and real. Simple moments, like a doctor explaining a procedure, a quick tour of your practice, or a friendly team introduction, resonate more with potential patients than expensive commercial-style videos.

Put Your Budget Where It Matters: Ads That Convert

Rather than spending significant resources on outsourced social media video production, consider reallocating that budget to high-performing social ads that drive quality leads. By creating your own in-practice video content and combining it with a well-optimized digital ad strategy, you can increase your reach, engagement, and return on investment.

At ĆŢÓŃĆĆ˝â°ć, we focus on what truly matters to medical practices: creating social media video marketing strategies that generate meaningful patient inquiries, all while keeping production costs manageable and affordable. Our goal is to empower you to effectively leverage authentic, in-house content. If you’re ready to get the most out of social media video marketing for your practice, let’s chat about how we can help you build a strategy that works for you.

Ready to Take the Next Step?

If you’re interested in learning how social media video can transform your practice’s marketing strategy, we’d love to help. Contact us today to get started.

An easy-to-use online scheduling system enables healthcare providers to meet patients where they already are: online. , the Patient Revenue Platform for high-growth practices, provides online scheduling software to make it easy for patients to book appointments 24/7. The benefits for healthcare organizations are immense. 

Online scheduling can reduce no-shows, improve scheduling efficiency and accuracy, and allow staff to focus less on booking appointments and more on patient care. With increasingly tech-savvy patient populations and current staffing shortages across healthcare practices — online scheduling fills the gap, improving access while reducing administrative burdens.

Marketing this convenient option to current and potential patients will be crucial for encouraging adoption and bringing in more patients. As a digital marketing agency, ĆŢÓŃĆĆ˝â°ć understands the importance of an online presence and the utilization of digital tools for engagement. Promoting these digital scheduling options enhances patient convenience and access to care.

To drive this success, healthcare providers must promote their online scheduling systems to boost awareness and usage. Keep reading to learn five ways to promote patient usage of online scheduling tools!

1. Enable Online Scheduling Directly Through Your Website

Optimizing your practice website for the patient scheduling experience is critical. When visiting your website, you want new and existing patients not only to want to book appointments with you but to be able to do so seamlessly. 

To help accomplish this, add a prominent “Schedule Now” button to your website in a bright, brand color, separate from your primary website palette. Link this button to your user-friendly . Make sure this button remains visible on-screen even during scrolling so that it is present no matter where each visitor is on the page.

You can also create a homepage banner that specifically highlights online scheduling availability. Use eye-catching imagery and language like “Online Scheduling Now Available” while linking to your booking page, taking patients directly to your . Additionally, ensure all promotional links and ads directing patients to schedule go straight to this page.

Optimizing your website for easy patient self-scheduling improves convenience and access for all current and potential patients who may visit your website.

Quick access allows seamless follow-through when a patient decides to book an appointment. When your site provides a smooth self-service scheduling experience, you increase new patient acquisition simply through the convenience of online booking. It’s far easier for patients than calling your office, waiting on hold, or being limited to standard business hours. 

When potential patients come across your practice when searching for care, with a simple click-of-a-button way to book an appointment, you increase your chances of that patient booking an appointment rather than looking elsewhere. Access and convenience are key.

Promoting your online patient scheduling software is another way to boost awareness of this easy option. The around-the-clock availability brings convenience and accessibility that increases bookings.

2. Promote Online Scheduling on Your Social Media Channels

Facebook, Instagram, and LinkedIn are great platforms to target both new and existing patients. Regular social media posts can build awareness of your online scheduling capabilities and keep your practice top-of-mind for booking follow-up appointments.

On some platforms, such as Facebook or LinkedIn, you can update your header image by highlighting “Online Scheduling Now Available.” Using visuals like a calendar icon next to the messaging can further emphasize the convenience of online appointment booking like this:

You can also pin a post to the top of your profile that states “Now Scheduling Appointments” with eye-catching imagery for social sites such as Instagram and Facebook:

When you are planning social media content, think about how to pivot posts to include a link to your scheduling page. Weaving mentions of your simple appointment booking process into relevant content keeps the option top of mind for your audience and provides seamless access points to schedule.

Promoting your scheduling capabilities on social media expands your reach to both new and existing audiences, driving more online bookings and helping your practice see more patients. It’s important to remember to keep your messaging consistent across all social channels. 

You may also want to consider using relevant hashtags and tag your location to increase visibility. Your social media activities should work cohesively to showcase online scheduling as an accessible, seamless option for patients to connect with your care.

3. Utilize Your Google Business Profile

When patients are actively searching for care, you want your practice to appear as an option that offers easy and immediate booking. Research shows that are booked after business hours, and  prefer online booking. If your practice doesn’t provide a seamless way for them to schedule through an online search, patients may look elsewhere or postpone their visits rather than wait on hold or for the next business day when calling your practice.

 reported that they’d skipped doctor appointments altogether due to challenges associated with scheduling, including being directed to schedule appointments via a traditional phone call. Make your patient scheduling platform visible and accessible to ensure that you are capturing patients who prefer a more streamlined scheduling method.

Google Business Profile

A strong Google Business Profile (GBP) can help you accomplish this goal. Having this presence is essential as an overwhelming majority of consumers search for local businesses and healthcare providers on Google. A GBP helps patients find and learn about your practice, acting as a lead-generation tool to drive online scheduling.

It’s essential to optimize your profile to rank highly when prospective patients search for doctors in a specific specialty and location. Manage your online reputation carefully, as positive Google reviews can be a significant component of attracting new patients. 

Consider also adding quality photos and video content on your GBP to help attract these new patients. Your GBP is another way to prominently highlight your “Schedule Now” booking option. 

For multi-location practices, you can add a unique booking link to each location’s GBP. It’s also important to ensure your booking link is prominently displayed on your GBP’s landing page. 

For multi-location practices, this would be your locations page. Make sure you make your Preferred Booking link the main call-to-action on your GBP pages so patients can see it immediately and easily book appointments with you. 

Using your Preferred Booking partner’s link rather than a generic booking page ensures you get credit for all bookings driven through your GBP.

Pay-Per-Click Campaigns

You can further amplify your presence through Google Ads pay-per-click campaigns. Run geo-targeted ads with strategic keywords and optimized copy to drive traffic directly to your scheduling page. That way, when patients find your ad, they can conveniently book an appointment on the spot rather than abandoning their search. 

Paid campaigns expand your reach to searching patients who may not have been to your website before or be aware of your practice in general. These ad campaigns can be your key to getting these potential patients to your online website, where they can easily book when they are ready to schedule.

4. Encourage Online Scheduling Via Appointment Reminders & Recalls 

There are numerous ways to boost online booking using your  and other methods. For example, add a line to your reminder cards stating: “Schedule an appointment online 24/7”. 

Also, consider including a QR code that patients can quickly scan to be taken directly to your patient scheduling platform for easy booking. This QR code can also be added to your email signature, posted on the patient portal, or added to other reminder cards or physical documents that you provide to patients. 

For email and text recall messages, embed a clickable link to your scheduling page as well. A recall helps patients keep your practice top-of-mind when it comes time to book their next annual appointment or wellcare visit. With a scheduling link added to these recall messages, you provide patients with a click-of-a-button way to get on your schedule while their healthcare needs are top of mind. 

When you incorporate online booking prompts through patient communications across multiple touchpoints, you will drive increased engagement with your convenient scheduling system.

5. Try Text and Email Campaigns

Email and text messaging provide affordable and effective channels to directly promote your online scheduling capabilities to patients. Considering say “Ease of Access” heavily influences their choice of a healthcare provider, an email or text campaign can help you get in front of your patients in a way that they’re familiar with. 

Use this option to promote your digital scheduling tool or other practice promotions, and add links that enable these patients to get on your schedule in seconds. Here are a few ways you can use these channels to build awareness of your online scheduling capabilities and boost bookings:

For New Patients

For new patients, send informative emails or text content like infographics and include a prominent link to schedule appointments online. Provide relevant resources on topics that resonate with your specialties, such as back pain relief tips for work-from-homers.

For Existing Patients

For existing patients, create customized email campaigns recommending self-service scheduling. Announce the launch of online booking via text message as well, promoting the speed and simplicity of booking digitally. 

Consider including direct scheduling links in your messages. You can also set up automated appointment recall cadences via text to encourage patients to book their next visit.

Email and text campaigns build awareness of your online booking capabilities and make it easy for patients to connect to your practice. 

Boost Online Scheduling Usage & See More Patients!

Meeting patients where they already are digitally improves access to care and scheduling efficiency. With convenient self-service scheduling, you can enhance patient experience, improve scheduling accuracy, and boost patient acquisition! It all starts with the right approach.

The future of healthcare is digital. Let’s work together to promote patient usage of online booking for a more convenient and accessible experience. Schedule a  now, or contact the team at ĆŢÓŃĆĆ˝â°ć to learn more about adopting online scheduling and helping your practice succeed with digital marketing!

It’s also crucial to have a visually appealing web design that is user-friendly and informative. Keep reading to learn twelve key web design elements your bariatric website should have to stand out from the competition and attract more clients!

1. Clean Navigational Menu and Site Structure

When designing a website for your bariatric practice, having a clean and organized navigational menu and site structure is crucial. According to recent studies,  adults state that ease of access is important when interacting with their healthcare provider. 

Having an organized and user-friendly website can help increase patient satisfaction. It also makes it easy for patients to find the information they need and ensures that search engines can easily crawl your website and index your pages.

This can improve your search engine rankings and help potential patients easily find your website. Consider using drop-down menus or sub-menus to organize your content into categories, making it easy for patients to find what they’re looking for.

2. Symptom Checkers

Symptom checkers are a valuable tool, allowing potential patients to quickly and easily determine whether their symptoms may indicate a certain health condition. When designing a bariatric website, including a symptom checker can provide additional patient support.

Including a symptom checker on your bariatric website can provide peace of mind for patients and help them make informed decisions about their health. By providing a user-friendly and accurate tool, you can enhance the patient experience and build trust with your audience.

3. BMI Calculator

Including a BMI calculator on your bariatric website can help patients quickly and easily determine their BMI and understand their weight status. BMI calculators can be easily integrated into your website. 

There are several different options to choose from, including basic calculators that require only height and weight inputs and more advanced calculators that consider additional factors such as age, gender, and body composition. By offering a reliable and easy-to-use tool, you can also position your practice as a trusted resource for bariatric health information and support.

4. Forms With SMS Texting Opti-In

Forms with SMS texting opt-in can be a powerful way to connect with further possible bariatric patients and provide ongoing support and guidance throughout their weight loss journey. By offering patients the option to opt-in to text message updates, you can keep them engaged and motivated while providing helpful reminders and tips.

5. Cost and Financing Information

“How much does bariatric surgery cost?” is one of the most common search terms for those exploring weight loss surgery options. To help these patients make informed decisions, practices must provide clear information and be transparent about the costs involved.

Including a section on your bariatric website that outlines the costs of surgery, as well as financing options and insurance coverage, can help patients plan and budget for the procedure. When designing this section, consider including detailed information on the following:

• The costs of bariatric surgery, including any preoperative testing and post-operative care
• Financing options, such as payment plans or medical financing companies
• Insurance coverage, including which procedures are covered and any out-of-pocket expenses
• Accepted insurance plans, if applicable

Being transparent about costs will create trust between your practice and potential patients while also creating a resourceful guide for those considering bariatric surgery.

6. Self Evaluation Tests

Self-tests can be a valuable resource for those considering weight loss surgery. These tests can help patients determine if they are a good candidate for a specific bariatric procedure and can encourage them to schedule an appointment at your practice.

When designing self-evaluation tests for your bariatric website, consider including tests for any procedures your practice offers. You may include self-evaluation tests for procedures like:

• Gastric-sleeve
• Gastric-bypass
• Gastric-band
• Revisional gastric surgery
• Gastric balloon

The self-evaluation tests for these procedures could evaluate the patient’s previous weight loss surgery, BMI, dietary habits, and medical history to determine if they are a good candidate for revisional surgery. These tests can also help increase patient leads.

7. Pillar Pages for Every Service

Pillar pages are a great way to organize content on your bariatric website and provide in-depth information about specific procedures. When creating pillar pages for your services, consider including the following elements:

What the Procedure Is

Provide a clear and concise explanation of the procedure, including the expected outcomes and potential risks.

Who is a Likely Candidate

Describe the characteristics of patients who are good candidates for the procedure, including BMI, medical history, and lifestyle habits.

Links to Doctor Pages Who Perform Related Procedures

Include links to the profiles of the healthcare providers who perform the procedure and information on related procedures offered.

By creating pillar pages for every service, your bariatric website can provide detailed information on each procedure, making it easier for patients to understand their options. 

8. Trust Signals

Trust signals are an essential element of any healthcare website, as they can help build trust with potential patients and demonstrate your practice’s commitment to providing high-quality care. Displaying reviews on your website and Google My Business (GMB) profile can help build trust with potential patients. 

Consider including a feed of recent reviews on your homepage and encouraging satisfied patients to leave reviews on your GMB profile. Including testimonials from actual patients can also be a powerful way to build trust with potential patients. 

Also, consider featuring testimonials from patients who have undergone different procedures, and make sure to include the testimonial date to demonstrate recency.

9. Up to Date Location and Provider Information

Providing up-to-date location and provider information is essential for a successful bariatric practice’s website. Patients searching for weight loss surgery options want to know where your practice is located, who the providers are, and what services you offer.

To ensure your website meets these needs, include detailed information about your location, providers, and services. Include detailed provider profiles for your bariatric surgeons, highlighting their education, experience, and specialties. 

This will give potential patients a better understanding of your practice’s expertise and experience and help patients understand what to expect when choosing your practice for their weight loss surgery needs.

10. Subscription to Newsletter 

One of the most effective ways to build a relationship with potential bariatric patients is through a newsletter. A newsletter allows you to stay in touch with subscribers regularly, providing them with helpful information, updates about your practice, and special offers.

Once you’ve built your subscriber list, send regular newsletters with valuable information about weight loss surgery, healthy lifestyle habits, and updates about your practice. Remember, always work on building your email list by actively promoting your newsletter on your website, social media channels, and other marketing channels. 

11. Engagement With Social Media

Social media is an essential tool for engaging with potential bariatric patients and building brand awareness for your practice. By creating a strong social media presence, you can reach a wider audience, build trust with potential patients, and ultimately drive more business to your practice.

In addition to posting updates, engage with your audience by responding to comments, answering questions, and sharing user-generated content. This will help build trust and establish your practice as a knowledgeable and approachable resource for potential patients.

12. Informative Blogs 

Maintaining an active blog on your bariatric practice’s website effectively provides valuable information to potential patients and establishes your practice as a trusted resource. Regularly publishing informative and educational blog posts can attract more visitors to your website, engage with potential patients, and ultimately drive more business to your practice.

According to recent studies,  who leverage blogging as a marketing strategy say it’s effective. When creating blog content, focus on topics relevant to your target audience and address common questions and concerns related to bariatric surgery. 

An informative blog can also help with search engine optimization (SEO), which is the process of optimizing your website to rank higher in search engine results pages. 

Putting All 12 Design Elements Together

Adding these 12 essential web design elements for bariatric websites to your site can create an engaging and user-friendly web experience that’ll attract new patients, keep your current ones, and help you stand out from the competition. Contact ĆŢÓŃĆĆ˝â°ć to take your bariatric digital marketing to the next level!

Does your practice want to be more engaging on social media but isn’t sure how? Social media is a potentially overlooked but powerful piece of your digital marketing strategy. 

Thoughtful or creative content can be one of the many bridges between your practice and current or prospective patients. 

At Glacial, we understand that which is why we’ve recently upgraded our social media management packages to bring a much more customized experience to your practice’s social media!

Keep reading to learn more about these new social media packages to find out which one will best suit your practice!

Presence Package: 

Ideal Practice: You want your Facebook to post regularly, and as long as it’s about eyecare you are not too picky about the content shared. 

Our “Presence Package” is what we consider a “hybrid” social media package, focusing on Facebook. 

The content here combines a half-and-half mix of relevant, eye care or eye health focused articles or “funnies” styled eye care comics along with posts specific to the services and specialties of your practice.

This package is designed for a practice that is not posting on their own at all, or maybe only one or two times a month, and is looking to develop a consistent posting schedule.

Engagement Package: 

Ideal Practice: Your practice uses Facebook AND Instagram, and you want regularly posted content that is relevant to your practice but cannot consistently provide or create content individualized to the practice. 

The “Engagement Package” is the first level of our fully custom social media packages. This package includes Instagram posting, and every post is tailored to the practice and its specific services/doctors. 

You’ll get all custom Instagram and Facebook posts, each one specifically featuring different aspects of your practice sourced from the content on your website. This is along with monthly healthcare observances, and animations made in-house to add an element of video content to round out the content mix. 

This package also includes a $50 boosted Facebook post to increase the reach and engagement of one post per month!

This package is perfect for a practice that wants custom content specifically created for their practice around your services but may not have the facilities to create your own content consistently in-house. 

Elite Engagement Package:

Ideal Practice: Your practice has a marketing department and wants to be actively involved with its content. You can supply content and can regularly communicate with our social team to collaborate on your content.

This is the highest level of social media management on offer at Glacial! 

Not only do you get everything that is included in the engagement package, but the posts are more custom-tailored to your practice with content directly from your practice. 

A practice that has an involved marketing team or dedicated marketing team member, who can regularly meet with our social media specialist is the ideal candidate for this package. 

This package is based on collaboration between Glacial and the practice to create a completely individual social media experience for the practice, intended to feel as if we were directly in the practice when making the content for you. 

Along with the regular meetings with our social media team to discuss content, this package also comes with a monthly boost credit like the engagement plan!

Ready to take your practice’s social media marketing to the next level? Contact your client manager to learn more!

If you create Facebook ads for your business, you may have heard about the new iOS 14 update that’s on the horizon. But although you may have heard of it, you may not actually know what it will do and how it will change your business and how you use Facebook.

Keep reading to learn more!

iOS 14 Will Change How Apple and Facebook Track Things

In the tech industry, there’s a feeling of important people that control everything. Even if you’re only looking in on it from the outside, iOS 14 is actually a significant blow by Apple to Facebook and other platforms.

How? It’s going to change how tracking codes can be used to report ROI for campaigns.

Why Does iOS 14 Matter?

The iOS 14 update matters because it will change how campaigns on platforms such as Facebook are able to track things. When people install iOS 14, they will receive a prompt when they first start up an app that says, This app tracks what you do.

Now, most people probably aren’t going to be comfortable with that. If that’s the case, then things like the Facebook Pixel become useless on Apple devices.

Unless, of course, they decide that they want to go back to having their data tracked, which is unlikely to happen.

What Can You Do About It?

There’s really not much that you can do about it. But there is one silver lining.

Incoming form submissions will continue telling the undeniable truth about lead volume. This makes having unique landing pages and forms even more important than ever before.

Some forms even report on referring URLs. This allows you to see that the lead comes from Facebook or Google or Pinterest.

It may not always be necessary to have unique forms, but it is still recommended. Now more than ever, they are crucial when determining where your Facebook leads are coming from if you’re running campaigns.

Form Submissions Aren’t Affected, So No Worries, Right?

Not exactly. From a reporting standpoint of using automation and tools like Facebook Business Manager, there could be some complications.

The good news is that Glacial has extensive experience with Facebook and the tools associated with it. This allows us to put that knowledge to work to make sure we are preparing all our accounts for iOS 14.

This will mitigate the impact on campaign performance as much as possible. In the coming months we will be closely monitoring business manager reports to make sure they are reporting accurate results within an acceptable margin of error.

With Due Diligence, the iOS 14 Update Can Be Controlled

These are unprecedented times but living through 2020 helped prepare everyone for more chaos than normal. The iOS 14 update is concerning but we will do everything in our power to continue delivering the best performance possible.

If you do any research on this subject, you’ll find that opinions vary. It goes anywhere from this is not a big deal unless you are running campaigns that target app installs to it’s the end of the world.

There’s nothing wrong with staying educated on what’s going on with this but be cautious. Do your due diligence to not buy into one theory over another.

The truth is, time is the only thing that can tell us the impact that this update will have on marketing. Facebook may not even know the exact extent that it will have.

If we had to guess, the truth may lie somewhere in the middle of the two extremes. Not sure you can handle this update and how it will affect your Facebook campaigns?

Contact ĆŢÓŃĆĆ˝â°ć to find out how we can help!

You may have a social media account, but do you know how you should actually be using it?

Not only is social media a tool that generates interest for your practice, but it’s also the first impression that patients get online.

To get the most out of your social media, keep reading for a list of do’s and don’ts to illustrate what the best practices do!

DO: Create Engaging Content

When creating any content for your practice, you’ll want to make it engaging.

This means it’s content people feel compelled to interact with. Likes, shares, or comments are all forms of engagement that you want to see on your social posts.

The more engaged you can make your audience, the easier it is to grow your social. Growing your social networks allows you to use them as tools to get more patients in the door.

Engagement with social media is a key form of building trust with your patients online. Potential patients are more likely to trust your practice if it seems like your content gets a high rate of engagement.

DO: Establish a posting schedule, and STICK TO IT

Frequency is extremely important when it comes to posting on social. You’ll want to create a posting schedule and stick to it as much as you can.

If you can get your practice to commit to 2 to 3 posts on social a week, it will become something where your followers will come to expect it. They’ll start to grow into that routine with you.

They’ll know when to expect content from you week in and week out.

Not only does it help your followers, but frequent posting helps your posts getting prioritized on feeds, no matter what platform you’re on!

Active accounts are favored more by the algorithms across social media. If you’re posting on a regular schedule, it helps increase your chances of having your content discovered by users.

This goes for each social media medium you’re using. Whether it’s Facebook, Instagram, or Twitter, this will work!

DO: Develop (reasonable) goals for your social

You’ve started making content people are interacting with, and now you’ve got your posting schedule down. Now, it’s time to figure out what you want your social media to do for you.

Having tangible and reasonable goals for your social accounts helps to focus your content. A set of goals for a brand-new Instagram could look something like this:

Post three days a week for the entire year

300 followers by next year

Average 9 likes per post

None of those goals seems too lofty. Having goals like this will help focus on what your practice will be creating for content to achieve their goals.

DON’T: Sacrifice quality for quantity

This point goes hand in hand with the schedule you need to create. You want every post you put out to have substance.

Quality over quantity is key here. If you’re just posting to make sure you’re posting, your posts may not be as impactful as your well-thought-out content is.

Post within your means. For some, that may mean that your practice can only do two posts a week.

That is fine! Don’t increase the frequency if you can’t commit to making sure each piece of content that you produce is high-quality!

DON’T: Neglect the numbers

In the spirit of honesty, most people’s least favorite part of managing their social media is the analytics.

It’s easy to get bogged down in the slew of numbers that Facebook can provide you. Even if you don’t like looking at them, you should still give some of these numbers the time of day.

You don’t need to bury your head in your analytics and monitor each click. But you should decide on some meaningful numbers to monitor.

Analytics like engagement, post reach, and looking at the time most of your followers are active are valuable. These numbers can actually help you if you want to improve your content.

Social media can be a difficult space to navigate. Having guidelines for what you should and should not post will get you on the right track to social media success!

Does your practice need help when it comes to getting social media on the right track? Contact ĆŢÓŃĆĆ˝â°ć today to learn more about how we can help and about our social media management services!

Social media is a powerful medium. Its strength is not only in brand awareness but as a marketing tool cannot be understated.

To get the most out of your social, you’ll want to create engaging content. Engaging content can be defined simply as content people feel compelled to interact with.

A like, retweet, share, comment, and even a click (these are only a few examples) are all different types of engagement that your social media posts can generate.

Engaging content comes in a few different forms, and implementing even one or two posts like this into your posting schedule can do wonders for your practice’s social media engagement!

Keep reading to learn some of the top posts to boost your practice’s engagement!

Videos

Video is proven to be a great source of engagement when used in social posts! In fact, it is the most engaged with type of content on Instagram. 

Whether it’s a short video of your doctors showing their personality, an educational video on a procedure, or even a quick Boomerang, a video will boost your practice’s engagement!

Williamson Eye is a practice that Glacial works with who does a great job of using video as an engagement tool across their social networking channels.

They’re using video to show the personality of their staff members, as illustrated by this post they made back on Halloween.

Brag About Your Practice!

Is your practice one of the first to implement a new procedure or use a new lens? Let your followers on social know!

Not only do posts like this say “Hey, we’re an innovative practice!” But it’s a perfect way to encourage engagement. It gives your audience a reason to celebrate with you.

Don’t stop at only procedures! Brag about your doctors a little too. They’re prettygood at what they do. Letting your followers know exactly why is social media GOLD.

Take Chicago Cornea Consultants. They’re featuring doctors monthly on their Instagram, as well as taking to social media to let everyone know of their doctors’ accomplishments!

Use Your Patients!

A general rule to remember on social media is that people love people. They especially love people who are like themselves.

If you have patients willing to take a photo before a procedure or give a video testimonial when they come in for a post-operation check-up, that is perfect for creating engaging content!

Your patients can make the content relatable. LASIK or cataract surgeries being life-changing are not mutually exclusive. People that have experienced it will be thrilled someone else is about to share that with them. This is where the engagement comes from.

Omaha Eye and Laser regularly share patient testimonial videos, as well as patients post LASIK as part of a content series dubbed “20/20 Vision”.

Posts like this are very good for achieving consistent engagement! Using a mix of professional video and photos taken from a phone helps to give a more “in the moment” feel to the content that your practice is posting.

Does your practice need help with creating engaging content? Contact ĆŢÓŃĆĆ˝â°ć today to learn more about our Social Media Management services!