‘Friends’ and ‘Followers’ Don’t ‘Like’ You Enough to Become Patients

Patient Attraction Episode 227

Hey everyone, Colin here on Thursday, October 2, and today I want to ask you: Do you think that because someone is your “friend” or “follower” on social media means they are likely to become your patient? I bet you’ll be surprised by the answer when we come back.

– So this is day four of our look at Gallup’s poll of the influence of social media on consumer behavior.

– In the last three days, I’ve shown you that ALL signs point to social media having very little influence on whether someone will ultimately become your patient.

– Gallup has told us that most people are on social media to keep up with family and friends.

– Most people are not influenced AT ALL by social media when it comes to making purchasing decisions.

– But what about the prospects with whom you have ALREADY connected on social media?

– They like you on Facebook or follow you on Twitter.

– Gallup says 53 percent of those people say social media has “some” influence on their purchasing behavior.

– 34 percent said social media has no influence at all.

– So only slightly more than half of the people who you have successfully attracted – either through your time, a staff member’s time, or a paid company’s time – say engaging you on social media MIGHT influence their decision.

– That, friends, is not good ROI.

– Gallup shows that consumers still influenced much more by traditional methods than social media:

– Traditional methods like:

– Friends, family members and experts.

– Gallup says, and I quote: “Company-sponsored Facebook pages and Twitter feeds have almost no persuasive power.”

– It goes on, “Consumers are highly adept at tuning out brand-related Facebook and Twitter content. These channels do not motivate prospective customers to consider trying a brand or recommending a brand to others.”

– If you want to reach prospective patients through social media, Gallup and I recommend engaging EXISTING patients.

– Let these existing patients spread the word about your practice via social media.

– To quote the report, “If companies want to acquire new customers, their best bet is to engage their existing customers and inspire them to advocate on their behalf.”

– We’ll wrap up our weeklong look at Gallup’s survey on social media by looking at the organization’s suggestions for how to make it work for you.

– Until then, keep moving forward.


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