Your reach of 300 followers who share with their 300 followers now becomes 90,000 people who are exposed to your Facebook pages.

This exponential expansion of your reach and branding is the ultimate goal of social media. And, if you are really good at keeping things interesting, followers will share the information with their followers. However, they will connect with your practice on Facebook if you have something interesting to share with them on a regular basis. This type of educational information should be made readily available on the practice website for review by potential patients, but should not be the focus of Facebook posts.Ĭonsumers are extremely unlikely to visit a Facebook page to learn about amblyopia, pink eye, or even LASIK for that matter.Įxample Wednesday Post: 18 ways to make lasagna Most consumers do not consider it a “must-read” unless they have an eye issue that needs immediate attention, have recently been diagnosed with an eye problem, or are considering eye-care treatment. Keep in mind that the first word in social media is “social.” Successful strategies keep things social by building engagement and connecting patients to “social” content.īut let’s face it, eye-care content can be pretty dry. These approaches are doomed to failure and a waste of resources, and they explain why many practices have had limited or no success with Facebook.

One mistake ophthalmologists typically make with Facebook is to presume their practice websites and Facebook pages should contain similar information.Įxample Monday Post: How to end summer properlyĪnother misperception is that Facebook is a platform for the constant promotion of their specials, procedures, or new technologies in eye care.Įxample Tuesday Post: Tips to stay productive all day Yet, many eye-care practices have jumped into the Facebook game only to find that gaining momentum can be difficult. Starbucks, Levi’s, and Target all parlayed their Facebook presence into greater market awareness, leading to improved branding and higher revenue. Many large companies have been able to capitalize on this trend. Importantly, among households with incomes greater than $75,000 per year-the target market for elective eye surgery-78% are active daily. Use of social media is exploding: Facebook has more than 1.25 billion active users, with 210 million in the United States and Canada alone.

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