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Social Proof for Medical Marketing
There are numerous ways for your medical practice to convert online visitors and leads into patients. You can focus on the content of your blogs, your marketing videos, or the emails you send to potential patients. But before you allocate your time and resources to those marketing tactics, maybe you should also take into consideration how the mind of your potential patients works. Start off by asking yourself these important questions: How can I convert my online visitors? How do my potential patients make a purchasing decision? How do they respond to my marketing efforts?
If you want to figure out the best answer to these questions, you need to consider consumer psychology, which is the study of why people buy things or acquire services. And one digital marketing tactic that is actually built on the foundation of consumer psychology is social proof.
What is Social Proof?
Believe it or not, science plays a crucial role in marketing, especially in the science of psychology. There are a lot of psychological principles in marketing, however, what I want to focus on today is a powerful and prominent psychological phenomenon – social proof.
Social proof is the concept where people, in general, follow the actions of the masses. It is the idea that many people behave in a certain way means that it is the correct behavior. When we relate that concept to business and marketing, social proof is the evidence that other people have purchased and found value in a product or service. To fully understand the concept, here’s an example.
Suppose you’re planning to host a birthday dinner with your family and friends and you are looking for a restaurant. There are a lot of great restaurants that offer delicious and delectable food in your area and yet you can’t decide which to choose. As you were strolling along the main street, you see two restaurants. You see a few people eating at the first restaurant but the second one has a long line of people waiting to be served. Which one do you think you’d choose? Of course, you would choose the latter. The psychology behind it is that you’d think that the second one offers better food because there are more people who want to dine at the second restaurant.
How Can Your Medical Practice Incorporate Social Proof in Your Marketing?
Patients nowadays are getting more particular and vigilant when it comes to choosing a healthcare provider they can entrust their health with. Aside from recommendations, they have other ways to check the credibility and qualifications of a provider. Because of this, it is important to be mindful of how your practice and providers are being perceived.
There are different types of social proof you can use to acquire and convert patients. Here are some examples of social proof and how you can incorporate them into your medical marketing strategy:
Ask an expert to recommend your practice.
You can ask an expert, a colleague or a peer in your industry, to recommend your practice. By doing so, you are reassuring your patients that you are skilled in your field and that you are recognized as a provider among your peers in the healthcare industry.
Collaborate with a celebrity or an influencer.
Collaborating with a celebrity or an influencer to endorse or promote your medical practice will surely be beneficial. This type of social proof is often used in the field of plastic surgery and health and wellness. For example, suppose you are a dermatologist. It would be advantageous for your practice if you could get a popular celebrity to say positive and encouraging words about your services. A little shoutout from Ariana Grande or Taylor Swift praising your services would definitely win you good graces from the public.
Utilize your current patients’ testimonies.
This is one of the most common, and least costly, types of social proof. It’s also one of the most effective digital marketing tactics. You just need to make sure that your patients are satisfied with your services. Establish a positive relationship with your current patients so that they will be more than willing to recommend your practice to their family and friends. Focus on ensuring that they have good patient experience during their appointment. Therefore, when they walk out your front door, all they’ll have to say are positive things.
Focus on your online reputation.
This type of social proof is very important especially because people today strongly take into consideration what others have to say about a particular product or service. According to BrightLocal, 74 percent of online consumers say positive reviews make them trust businesses even more. In addition, up to 60 percent of people say that negative reviews will instantly make them look for another business. Do you see what I’m getting at? The point is, it is important to have a positive image and reputation online. This will help your practice retain your current patients as well as attract new patients.
Display your awards and certifications.
If you’ve been given awards, recognitions, certifications, or any other special honor from an authoritative figure or a prestigious award-giving body in your industry, then you should let everyone know about it—whether you display it in your office or just put it on your website. This will help you solidify your position as an expert in the healthcare industry and put your potential patients at ease. It will also help establish more trust between you and your patients.
Social proof can work wonders in increasing your patient conversions. And one thing that you should keep in mind is that social proof can come in many forms. It’s up to you on what to use and how you leverage it to your advantage. You can try out the examples we’ve given you above and see what type of results you can achieve. Discover what works best for you and your practice and stick to it. However, if you need help with patient conversion and a good social proof strategy, Website4MD is more than willing to help you. Whatever digital marketing help you need—from getting leads online to establishing a positive online reputation—we’ve got you covered. Schedule a meeting with us and let’s discuss how we can help you.