According to an Accreditation Council for Continuing Medical Education (ACCME) study, doctors have increased their interactions with accredited continuing medical education (CME) providers by 37 percent over the past decade. While this increase is significant, it's also crucial to use innovative ways to promote CME offerings and reach physicians, and social media marketing provides an effective way to achieve this.
It enables you to reach a wider audience via paid and organic search and target niche audiences to improve lead qualification, conversion and engagement. The great news is you can improve your CME marketing plan with social media, too. Here's how:
1. Target Physicians via Social Media Platforms
Today's physicians are using social media platforms to communicate their services, expand their practices and reach existing and new patients. Also, about one-quarter of U.S. doctors leverage social media to find medical information on a daily basis. Thus, it's critical to use these platforms to increase engagement. Here are some of the best social media platforms to target physicians:
- Instagram. You can leverage Instagram to promote CME content, share testimonial video and even show behind-the-scenes CME class events via Instagram Stories.
- Doximity. This social network platform has over one million healthcare professionals based in the United States, including 600,000 physicians. It's also a place where physicians and other healthcare professionals can earn CME/CE credits.
- LinkedIn. LinkedIn is a great place to reach millions to promote your CME offerings, establish yourself as an authority by posting and sharing articles and engaging directly with your target audience.
- Facebook. Facebook is one of the most used social media platforms with more than 2 billion active users, as of 2018. Physicians are increasingly using the platform to learn and communicate with patients.
- Twitter. Doctors follow other doctors and medical organizations on Twitter. So, it's ideal for announcing new CME offerings, including your new CME events and course offerings.
2. Create a Group
Groups are essential for improving your CME marketing plan. They are a great way to create a community of loyal followers and engage with your target audience. You can create LinkedIn and Facebook groups to engage doctors by asking and answering questions and commenting on posts.
Also, consider joining relative professional CME groups to establish your CME organization as a thought leader. This makes it simpler to promote your courses or content later once you build a rapport and trust with your audience.
3. Leverage Social Media Platforms for Effective Paid and Organic Promotion
Some effective social media channels for paid and organic promotion of your CME offerings include:
- Facebook. Use Facebook ads to promote and re-market your content, leverage hashtags for content discovery and messenger bots to assist with lead conversion.
[RELATED: Find out the best practices for using pay-per-click ads for CME.]
- Instagram. You can use Facebook's data to create more targeted content using various options, including GIF or video ads. Also, consider inserting banners in your Instagram Stories to advertise your CME offerings or creating buyable posts.
- Pinterest. Help doctors visualize your CME offerings and content by using paid promotional ads on Pinterest. Also, consider pinning infographics or interactive e-books to enhance engagement and interest in your CME offerings.
- YouTube. You can post videos of your CME content on your official YouTube channel and engage with prospects to gather and nurture leads via its Community tab.
4. Offer Support
It’s crucial to nurture prospects to lead them down the sales funnel. You can achieve this is by offering live sessions to provide more information about your CME offering via Google Hangouts. You can even use Facebook messenger bots to communicate directly with interested prospects who may have additional questions.
Improving your CME marketing plan is achievable when you leverage the power of social media. By using these strategies, you can use social media effectively to reach physicians, increase event attendance and convert prospects into loyal, paying CME customers.