Loyalty is earned. It often takes considerable effort to prove to your patients why they should be loyal to your practice. However, once you have their loyalty, it can last a lifetime and they are highly inclined to refer your practice to their family and friends.
In this post, I will cover several ways that you can improve your brand loyalty to ensure that you are not losing patients to competitors.
Humanize Your Content
Sharing the human side of your practice is a great way to build brand loyalty. But what does this mean?
Well, it could mean showing some behind-the-scenes content about your team members and what they do day-to-day. You could also highlight charities or local businesses that are important to members of your staff.
Sharing the human side of your practice allows you to create a deeper relationship with your patients that generates value for both of you.
Patients want to be able to count on your practice to deliver outstanding services. By providing an authentic appearance on your social profiles, you can build trust with your audience.
However, authenticity is not only about being honest. It’s also about being reliable and dependable. When people follow their dentist on Instagram they do so because they have built a trusting relationship and they also want to be informed about updates.
Some opportunities for authenticity include explaining your services on Instagram Live, answering questions from patients, or responding to reviews posted to your Google My Business page.
Quality Over Quantity
If you think about it, no one will remember how many times you posted last week. What they will remember is the video that was not only educational and engaging but was fun and honest. People want high-quality content over quantity.
Be relevant, current, and specific. Producing top-notch content will push your patients to stop and interact with it. As a bonus, creating high-quality content will allow your practice to attract the right audience. When you have a goal in mind, you’ll find that it’s easier to appeal to your target audience.
On a related note, are you looking for more consistency in your strategy? Our social service can help. We offer two Facebook and one Instagram posts a week and a monthly content newsletter to provide you with six additional graphic posts. This means you could get 18-21 extra posts a month!
We see many of our clients forgetting to respond on their social media channels. This means answering messages and comments, sharing user-generated content to their social profiles, and being transparent.
Responsiveness helps build a relationship between the practice and the patient. Above all, it helps increase brand loyalty. By taking the time to respond, you are showing your audience that they are valued. This gives them a reason to remain loyal to your brand.
We suggest setting up a process to ensure that your team is responding promptly. This can work however you would like so long as you have someone checking your social comments at least once a day.
Do you need help with response management? With Sesame Social, you can see all your unanswered messages and comments on Facebook and Instagram. You can also respond to them directly from the platform to avoid missing out on responding to anyone.
Encourage Sharing Reviews
Reviews and testimonials make great content for your website and social media. They offer transparency and boost trust among your audience.
They also allow your patients to speak on your behalf and say that you are a trusted professional and that your quality of work is excellent. This is important because many consumers tend to read through reviews before making a purchase. Make sure to prioritize this type of content!
On the other hand, negative reviews can also be good for your practice. For example, let’s say someone wasn’t happy with the length of their wait at their last appointment and decided to post a negative review. That is your opportunity to make it right with the patient and show everyone that while there may be an issue, your practice takes pride in making things right because you value your customers.
In either situation, your practice will have the opportunity to build loyalty.
Building brand loyalty takes time and is often challenging but, once you secure it, you’ll reap the benefits over time.
If you’re looking to get more information on how our social service and the social suite can help you maintain your brand loyalty, reach out to our team at 866-592-7572.
—Marie Dubray, Social Media Specialist, Sesame Communications