Clinics cannot avoid the modern business need of putting out content to attract and retain patients. It is my opinion and commonly agreed that content which educates, entertains and inspires works at every stage of the buying and selling process. For most, a clinic’s main focus is usually putting out content on social media. However, the six-hour Facebook outage of October 4, which cost the platform $79m in revenue alone,1 showed us the fragility of heavy reliance on social networks for clinic marketing.
Businesses have become more reliant on Instagram, Facebook and WhatsApp to generate leads and run their operations, but this outage presents clear reasoning for growing and improving audiences and databases you own and spreading out your digital marketing efforts to mitigate against social media companies’ outages and constant algorithmic changes.
We have the opportunity to deliver content to patients in three broad avenues: owned media, earned media and paid media. All three play an important role in marketing your clinic to the public and to…
