Facebook has become a prime marketing tool for aesthetic practices.
Facebook has become an internet addition to our aesthetic websites. It's the interactive version of a website. Just like on our websites, we can share pictures, share practitioner biographies, and share directions on how to get to our office. But facebook offers more interactivity. It is offers a record of our customer service. It shows how we handle questions and it shows specials that we've offered before. And it can also show the human side of our practices - such as pictures or videos showing our birthday celebrations of our staff, etc.
Facebook shows our human side
Why not show off our staff's accomplishments and celebrations as human beings? I think many patients are attracted to practices that value the fun side of life. When patients come to us, they want a great experience, and to be treated as human beings by other kind individuals. Facebook gives us a chance to show that. Patients are also used to facebook being a bit on the lighter, less formal side. How about showing off some staff hobbies too?
Facebook requires good customer service skills
Like a telephone which likes to be answered before the 3rd ring, facebook comments are probably best answered within a few hours. This also shows good custmer service. If we have farmed out the job of facebooking, I would recommend that we regularly check our facebook pages to make sure questions are answered appropriately, and that impressions made are in line with our own brands of customer service. Poor customer service on facebook could cause us to lose patients. Facebook requires a time commitment, but I really do think it pays off.
Facebook has worked well for me
I run my own facebook pages. It takes me about 6-7 hours a week. But I think it is well worth it and I have fun with it. I know my involvement style may not be right for others, but I do think that someone on the staff can help grow our facebook presence. I have a personal page and two plastic surgery related pages. But I think one page is enough. I have different pages so that I can experiment. About once or twice per week, I'll get someone who inquires about a procedure through facebook and turns into an actual patient at the office. A few weeks ago, we ran a special event with Obagi with their Blue Peel Radiance. I posted about this special on facebook (free posting - not even considering the $5-15 advertising fee that facebook offers currently). Within 3 hours, the event was filled up with 18 chemical peel patients. Obagi reps said that they have done special events with many other offices with the same setup, but we had the most successful result (in terms of Obagi product sales that day) that they have seen so far. We had flyers printed, but we ended up not using any of the flyers because there was no more space for further peels that day, and I wasn't willing to do any additional peels - due to a bit of laziness on my part.
I do think that if someone wanted to be focused and have a facebook page 2-3 hours per week would suffice for a wonderful aethetic practice's facebook page. I spend more time on it because it has become a hobby for me.
Facebook is a record of prior interactions
Always be polite on facebook and know that patients can scroll down on the facebook timeline and see how others were treated. If there are spammers - sometimes they needed to be treated gingerly. There's also a "hide" button that can be used. It's never wise to get into a public war on facebook. I have to remind myself of that at times. We can use facebook to put our best face forward.