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Deploying a social media content strategy is important, especially for concierge physicians. And, increasingly for ACOs and Patient Centered Medical Homes (PCMHs) that plan to enhance patient engagement as part of their quality and patient wellness strategies.
Think of this not as all about finding new business (although it helps and distinguishes you from competitors). Instead consider that it is about delivering on the enhanced connection with the doctor relationship product you already sold.
— Maria K Todd, MHA PhD
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Today: Should you create social marketing content in-house?
Each weekday morning, Maria Todd shares a useful tip to cogitate during your morning java break.
Today’s Musing
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Should physicians create patient engagement and social media marketing content in-house?
One of the great conundrums for physicians that have deployed a content marketing strategy: Do it yourself or hire it out (or a combination)? Here are the pros and cons you need to know.
When healthcare providers decide to build and deploy a content marketing strategy, it’s much like when they decide to get into social media. They are unsure of whether to undertake it themselves or collaborate with knowledgeable companies. Here are the risks and benefits of both.
In-house content marketing
Pros: No one knows your practice or hospital better than you. If you’re at a level where you can craft your own brand image using content, it’s very appealing to have the ability to create custom content to represent your brand. It took us more than 10 years here at Mercury to “find our voice”. In addition, your ability to be nimble and flexible is much higher. In-house, you can respond with more agility to breaking news and trends. You also save money because your team is already in place.
Cons: You run the risk of overworking your staff if you choose not to hire additional personal to handle the load. Also, the idea that you know your brand the best may be true, but you may not know the best way to get your content into the hands of your target market. If you’ve been following the previous Coffee Breaks, we’ve shared, we’ve identified three distinct target audiences. You may end up spending more time and money creating your own content hubs and marketing arrangements than you would if you just hired externally.
Content marketing “ghost writer” contractors
These contractors are not consultants. Consultants suggest and recommend or prescribe a strategy, do the target market research, and help you shape the brand messages. Contractors, on the other hand, get the posting done. That can be inexpensive, but other contractors are ghost writers that develop the content and post it. That costs more.
Pros: Easy and simple. Hiring a contracted ghost writer that specializes in creating content for medical groups takes the worry away from having to navigate the field yourself. A marketing consultant will suggest practicable ideas, topics, and tactics you may never have thought of for distributing content within your budget. The action plan created by the consultant is carried out by the ghost writer to help maximize the consistency and frequency of articles and videos that are unique to your practice. Avoid those that supply the same content for all clients, unless its all you can afford. You will benefit by having both the social media presence covered professionally and still leave your time open to focus on other marketing initiatives that can’t or shouldn’t be hire out.
Cons: This requires budget. Content marketing is not cheap, and when you start to hire it out start thinking in terms of an annual budget. You will want your content marketing to be an ongoing exercise, so expect to set aside budget to engage a contractor for the posting and tracking on an annual basis. You will also need a ghost writer to develop new content. You’ll get the best rates by paying monthly with a set deliverable. You could also hire “per article written”. Make sure you get a “work for hire” contract stipulation so that what they write for you is yours – copyright and all. At a minimum, allocate the gross receipts of two concierge memberships for a budget for a ghost writer. You might also sacrifice some flexibility and agility because you’ll have to work with your hired ghost writer and social media coordinator to make any strategically relevant changes to your editorial calendar.
Summary
There are many pros and cons of creating in-house content vs. hiring it out, and it all depends on the impact you want to achieve. This approach to medical practice marketing is very different from the approach that worked in the traditional practice setting. But concierge medicine is a radically different business model, and the discounts you once wrote off from HMO and PPO contracts was actually “steerage marketing” discount you were paying. When you enter concierge medicine, the marketing is all on your shoulders to market not only the medical services you provide but the upsell on the amenities. The social media engagement is actually one of the amenities you are providing as a part of the “connection to your doctor strategy” when they are not in front of you sick or ill or on a preventive health visit. So in essence, this is not about finding new business ( although it helps and distinguishes you from competitors) it is about delivering on the enhanced connection with the doctor relationship product you already sold.
Outsourcing Synopsis:
Social Media Coordinator cost $16-20 per hour (~5 hours per week, or less)
Ghost Writer from about $3000 per year
Social Media Marketing Consultant from $1500 and up; initial consultation, and then annual review and update of strategy and outcomes.
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