social media on iphone
social media on iphone

When it comes to social media marketing, most medical practices make the same mistake as other small to medium businesses: they try to copy what the big corporations do and spend a crap-load of money and resources on likes and follows.

Why It Matters:

This is a mistake because big businesses use social media for a totally different reason, according to Jason McBride, a marketing consultant. They do it for brand awareness. They donโ€™t invest in social media. But they have big enough budgets to warrant this strategy. You donโ€™t.

Unfortunately, when a medical practice hires an external marketing agency, social media marketing is one of the first things that is recommended.

But hereโ€™s the rub:

  • social media marketing is easy to do
  • because it is easy to do, your competitors are likely doing it, too
  • agencies will typically measure results with what are called โ€˜vanity metricsโ€™ such as likes and clicks
  • likes and clicks on their own have no calculable value

Now this is not to say that you shouldnโ€™t be using social media. It just shouldnโ€™t be the major thrust of your marketing investment in time and resources.

Bottom Line:

As McBride points out, You canโ€™t pay bills with dopamine.

Peter J Polack MD FACS

Founder of Emedikon Marketing Systems and a practicing cornea specialist in a large multispecialty practice. Peter specializes in refractive laser and cataract surgery, cornea, and external diseases.


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