8 Social Media Myths and Misconceptions to Forget in 2021

There’s no question that social media marketing is, and will continue to be, important for practices. If we hold this to be true, we should also acknowledge there to be some myths around social media that could contribute to being harmful to your practice.

Ready to bust some myths?

Here are 8 of the most widely believed myths you may want to avoid if you want to grow your practice with social media.


#1: You Need a Presence on Every Social Media Site

The idea that you need a presence on every social media site is one of the most harmful myths for healthcare business owners. It takes time, effort, and money to maintain an active presence on ANY social media site and nobody has time for all of them.

A better idea is to have an active and meaningful presence on the sites that offer you the best opportunity to connect with your target audience and engage your patients. Nothing else matters!

It’s my opinion most practices should be on Facebook. B2B companies should have a presence on LinkedIn. If you’re selling an aspirational service, then it makes sense to be on Instagram or Pinterest.

Does this mean you should never try something new? 

Of course not! 

Set up a profile and give it a try. But if the site you choose isn’t giving you the results you want, cut it loose and add the time you would have been allocating to those efforts and apply them to platforms that deliver the results you’re after!

#2: Fans and Followers are Worthless if They Dont Become Paying Patients  

You should use social media to attract new patients. That’s obvious and it makes sense. But I hear a lot of healthcare business owners who think that followers who aren’t paying patients aren’t worth having – and that’s simply not true.

Your fans and followers don’t need to buy from you to be useful. Having a large following can raise your profile and help new patients find you. If you’ve got fans or followers who have a lot of clout, you’ll get some of it by association. 

Most importantly, a follower who doesn’t buy your services could still refer their friends and followers to your practice. You should run ads designed to attract paying patients but don’t ignore the benefits of followers who aren’t your patients. They’re still helpful.

Lastly, a fan or follower who doesn’t buy from you today or this month, might convert to a transactional patient tomorrow, next month or sometime in the future!


#3: Its Useful to Have Your Friends and Family Like” Your Posts

It’s a common misconception among healthcare business owners that asking friends and family to “Like” your posts will help you get more engagement. The bad news? Social media algorithms are more sophisticated than that and you need a wide range of people to engage with your posts.

Does this mean you should tell the people who care about you not to like your posts? Of course not! What it means is that you should always be asking your fans and followers to engage with your posts – and giving them a reason to do so. Ask a question, encourage them to share your posts, and most of all, share content that’s useful and entertaining to them so they’ll want to engage with you.

You never know, sometimes family and friends can be great referrals for you should they have contacts that need what you offer!


#4: You Shouldnt Schedule Posts on the Weekend

It’s a common trend for practices not to share new social media content on the weekend. While it’s true that some of your followers might not spend as much time on social media on the weekends as they do during the week, you shouldn’t assume that weekend content is unnecessary.

Instead, try scheduling a few weekend posts to see how they do. You can use Facebook Insights or whatever analytics tool you prefer to determine which days and times are the best for posting.

Social platforms don’t close down on the weekends nor does the attention of your audience. I’d recommend posting on the weekends!


#5: You Must Respond to Social Media Comments Immediately

There’s no doubt that it’s important to respond when a social media follower asks a question or leaves a comment. But responding in a timely manner doesn’t mean you must drop everything to respond immediately – with one exception.

If you have incorporated your patient support with social media, then you should be sure that you can respond as quickly as possible. A lot of practices have added chatbots to Facebook Messenger to minimize wait times for their patients.

However, a comment that doesn’t require patient support involvement can wait a little while for a response. As a rule, try to respond within 24 hours.


#6: Social Media Posts Must Always Be About Practice

Social media is social first and media second, but a lot of healthcare business owners forget that. 

Their social media posts are as dry as dust and don’t get any engagement. And they wonder why.

Don’t be afraid to inject some personality into your social media posts. Even if you offer a professional service, you can still use appropriate humor or compassion in your posts. This is the place to showcase your brand personality. Make sure that anybody who is empowered to post on your social media accounts understands the persona you want to project.


#7: You Need Endless New Content to Post

You need to have some new content to post on your social media sites. However, there’s nothing wrong with repurposing or resharing old content if you don’t have time to write something new.

Keep in mind, too, that you can “curate” content by finding articles in industry publications and posts from influencers to share with your followers. Provided that you keep the content you post relevant your followers will be happy to see it.

Curating content can be a rewarding method delivering different perspectives while saving time of producing your own original content all of the time!


#8: Social Media Marketing is Free

This final myth is one that I hear often. While it is free to set up a social media account for your practice, you’re unlikely to get the results you want without spending some money.

Social media algorithms have grown increasingly sophisticated. The only way you can be sure that your followers will see your most important content is to boost it. Social media marketing can help you get your content in front of potential patients. The good news is that you don’t need to spend much to get the results you want.

You can build a substantial audience rather quickly without a massive advertising budget. Our recommendation is to leverage social media to build an actual audience list in the form of email and sms list acquisition. Once you build this list, you have a true asset that pays for itself!

Consider these 8 myths…My recommendation is to contextualize them in your marketing and you’ll see your social media marketing results improve – and your practice grow.

So… if you are a private practice healthcare business owner and you are looking to grow and scale your practice or generate more new patients for the practice – we are here for you!  Drop a comment below if you have questions or if you’d like to set up a call with us go here: https://bit.ly/PIE-FB-Triage-Call 

3 Common Mistakes Everyone Makes Using Facebook Ads To Market Your Practice

Did you know that the average Facebook user clicks on 12 ads per month? It’s true – and it illustrates why Facebook ads are still one of the most cost-effective ways to connect with your target audience and promote your practice.

If only you weren’t messing them up…

Look, we can’t say whether your Facebook ads are perfect. Maybe they are. But the truth is that most people do mess them up – and the mistakes they make cause their ad campaigns to be more expensive (and less effective) than they should be.

Fortunately, there’s a quick fix. Once you understand the 3 most common mistakes people make, you can stop making them – and starting to get the results you deserve. Here they are.

#1: Targeting Ads to People Who Arent Already Fans 

There’s a few ways to think about this one…

This first mistake can be a real head scratcher for small healthcare business owners. Aren’t you supposed to use Facebook ads to grow your audience?

The short answer is no, not really. You can – and we’re not saying that you should never run an ad that targets new patients. But you’ll get more engagement and more clicks if you target the people who already like your company.

If you think about it, it should make sense. The people who follow you on Facebook are qualified leads. Some may have already bought from you but all of them are people who had enough interest in your company to click that Follow button. 

Running ads that appear only to followers is a great way to nurture leads, encourage repeat practice, and let your followers know that you want them to connect with you. 

But we get it. It’s the old “Which came first; the chicken or the egg?”


What if you don’t have a following or you want to grow your following?


If you are a practice, it makes sense to run awareness ads to your locale. ‘Like’ campaigns are still a valuable way to bring that attention and awareness to your FB Page and to your practice.


What makes that campaign that much more valuable is your subsequent ad strategy by running ads to people who are already familiar with your practice and those who want to do practice with you.


#2: Not Testing Your Ad Images 

Very few people can get an ad right the first time they create it. Even professional marketers struggle with creating ads that work and it’s what they do for a living.

A case in point? Ad images. 

The right image can stop someone mid-scroll and get them to click on your ad. The wrong image will make them ignore your ad or – worse – view it with disdain. 

The goal of your ad is to stop a browser from scrolling in the first place!

There’s only one way to find out which image will resonate the most with your target audience and that’s to test multiple images. 

Now, we’d be remiss if we didn’t say that you should be testing everything in your ads. But images have the potential to make or break your ad in a heartbeat and that means you should be prioritizing them. You may want to check out Facebook’s breakdown of ad image best practices, here.


#3: Not Segmenting Your Ads 

The third and final mistake we want to tell you about is one that may also be the most common: not segmenting your ads.

There’s no denying that it requires less effort to create a single ad to reach every follower. The problem is that an ad that’s highly appealing to one follower may be a complete dud for another. You’ll be better off thinking about the various segments of your target audience and creating an array of ads to appeal to each segment than to try to shoehorn everybody into the same box.

Let’s consider one potential example of this. Imagine a practice that has multiple service areas and locations. They create a single ad that targets their entire list of followers. That might be okay, but think about how much more successful they would be if they:

  • Created location-specific ads that let their followers in each service area know that they are a local company.
  • Used images that were tailored to each location.
  • Offered location-based incentives to people who click on each ad.

The main thing to remember is that it’s rare for a “one size fits all” ad to be as effective as an ad that is targeted to a specific segment of your audience. People are far more likely to respond favorably to an ad that is meant for them than to one that’s trying to be all things to all people.

Facebook ads are undeniably effective if you do them right. By reviewing your existing ads and eliminating the 3 mistakes we’ve outlined here, you’re likely to get more engagement, more clicks, and more leads than you are now – without spending more money.

So… if you are a private practice healthcare business owner and you are looking to grow and scale your practice or generate more new patients for the practice – we are here for you!  Drop a comment below if you have questions or if you’d like to set up a call with us go here: https://bit.ly/PIE-FB-Triage-Call