A concierge medicine physician doesn’t need a “viral” headcount of followers. Your goal is should be that your concierge patients that are on Twitter do follow you and engage and retweet the content you share. Assume that if you have a practice of 300 concierge patients, 400 of the right followers is excellent, the majority of which are huddled in your geographic region.
— Maria K Todd, MHA PhD
Are you aware of who’s following you and helping you to establish your authority and brand reputation?
Consider the following concepts about marketing and public relations:
- Both are major external functions of your practice
- Both share a common ground in regard to product publicity and consumer relations.
At the same time, however, they operate on different levels and from different perspectives and perceptions. The traditional view is that marketing exists to sense, serve, and satisfy customer needs at a profit. On the other hand, public relations exists to produce goodwill in the company’s various target listeners. Public relations’ immediate goal is mutual understanding or positioning of the organization with its targeted followers and brand loyals. PRs implicit goal is positive perceptions and predispositions, and its measure of success is expressed public opinion or other evidence of public support.
You shouldn’t bother with social media marketing unless you plan to critically analyze if its working. That is measured in your ability to attract “new media” influencers, whether they be traditional (print), digital (online), or social media (bloggers), patients, prospects, the media, or someone else.
If you will send us your TwitterID, we will prepare a high level report that gives you a geographic and psychographic snapshot of your followers. it will also tell you what keywords they tend to follow and or retweet, where they are located and how they follow you and others. This can help you identify trends and topics to build your content marketing strategy. It will also identify for you, your top followers and if they retweet what you have to say.
Below is a snapshot of what my report looks like – taken from various dashboard reports we I receive each week. Our Social Media Coordinators prepare a similar but more detailed analytics report for clients each week as a part of their weekly metrics feedback for our concierge physician clients.
If you’d like us to do a high level courtesy analysis of your Twitter followers, send me your Twitter ID and I will assign a team member to prepare it at no charge.
Dashboard Report Explanation
The top image shows my follower map.
The second image shows my most active hours for Twitter activity of my followers (by hour)
The third image shows my most active hours, ( we try to correlate the activity to when followers are also active.)
The fourth image shows inferred gender of my followers (26.7% M; 16.7% F, 57.6% undetermined, (largely because I have many corporate follows, (hospitals, news media, curators, and others following me, not just individuals).
The fifth image is an indicator of how many followers my followers have. This is important for PR amplification, and others spreading your messages and building authority. Most of my followers have between 100-499 (22.7%) followers (a deeper dive into the data indicates these are mostly individual physicians and competitor consultants); 1000-5000 followers (24.5%), and 10,000 to 50,000 followers (12.2%). 6 followers that follow me have between 500K to 1 million followers – each.
The last image is a word cloud of what I tweet about: health, medical, healthcare, business, concierge medicine, managed care, medical tourism, and global health.
With our physician marketing analytics reports, you receive weekly feedback on the performance of your inbound marketing efforts on one platform. We show you how your social presence impacts your SEO. You see how your content is being shared through social channels and how that drives traffic to your website. Take a quick pulse of your inbound marketing performance so you can identify patterns in your traffic, track where its coming from, and see how quickly its growing, all from one view.
For a concierge physician, this is especially critical. When you understand the relationships between your content, search marketing, social activity, brand mentions, and inbound links, all your efforts will be on the same page. This validates your strategy and action plan and indicates if a change is needed or what to “pump up.”
The search report will tell you which search engines and keywords are sending visitors your way—and then some. Discover new keywords to target, and pinpoint technical issues on your site that may keep search engines from finding your pages.
The social media report tells you more about if your social media efforts paying off. It identifies how you can improve engagement with your followers to drive traffic and get results. We use these data to show you the size of your social network and the range of your influence on social channels. We also use this to scope out your competing concierge docs, plastic surgeons, hospitals, and others to analyze their tactics and reach.
The link analysis report is interesting. This cumulative profile of your domain authority shows you which links are driving the most traffic, compared against your competitors. You can also discover where you’re mentioned without a link on other sites.
The mentions report gives you feedback from brand monitoring, but also monitors your competitors, and your domain (concierge medicine, pain management, infertility, podiatry, cosmetic surgery, etc.). Discover where your brand is being talked about across the web to find new opportunities, marketing prospects, and ways to connect.
How we can help you with social media marketing for your practice
At Mercury Advisory Group, we help physicians use the internet to market their practice and medical authority. You write the blog copy and we provide a part time social media coordinator to manage your the blog posts written by you. Your coordinator spends about 30-45 minutes per day on your account, managing posts, monitoring statistics and compiling results that you’ll review each week. These helpful reports tell you where your readers came from (geographically) what they read, where else they visited on your site, if they clicked on other calls to action, and which topics were most popular. This informs you about what you should write about in subsequent posts, services you should consider adding or promoting more heavily, etc., The weekly recaps are supplied as a part of the service at no additional charge. An enhanced service bundles these data into a weekly editorial plan that gives you ideas on blog titles to develop and shows you exactly how your previous week’s editorial calendar performed.
