Optimize Facebook Pages for Healthcare Providers | Binary Fountain

March 20, 2020

How to Optimize Facebook Business Pages for Healthcare Providers

By: Kieran McQuilkin

binary-fountain-facebook-social-mediaFacebook is one of the most powerful marketing platforms out there. Hundreds of thousands of businesses across the world use their Facebook business page to connect with potential customers and show up in local search results.

Unfortunately, many great healthcare providers have Facebook business pages that are inactive, incomplete, or inaccurate. This can be frustrating for patients who find incorrect hours on your Facebook page, or worse, can lead potential patients to choose another healthcare provider, simply because their social media profiles were more helpful.

If you have a Facebook page for your practice but are disappointed with it, or find it’s not working for you, don’t worry. We’re going to show you how to optimize a healthcare provider Facebook business page so your practice’s profile stands out from the others and correctly informs consumers.

In this post, you’ll learn how to:

  • Make sure your Facebook page information is correct
  • Create and organize multiple location pages
  • Post trustworthy content
  • Show your practice is more than just a business
  • Monitor and respond to reviews on Facebook

1. Make sure your Facebook information is correct

First, check that your information is up-to-date and accurate, especially your practice’s name, address, phone number, website and hours of operation. You’d be surprised how many businesses have posted wrong hours or misnamed their practice, simply because they didn’t check carefully.

Next, make sure your Facebook is complete, which means you should have all the following:

  • Profile picture (at least 180 x 180 pixels)
  • Cover photo (at least 820 x 312 pixels)
  • Custom URL (facebook.com/yourpractice)
  • A link to your website
  • Your company’s NAP: name, address and phone number
  • Hours of operation
  • A detailed business description
  • Your other social media accounts

2. Make pages for your locations

While your practice should have one primary Facebook page (your “parent” page), if you have multiple locations, don’t lump them into one Facebook business page. Each facility may have different hours or services, they probably have different addresses, and for the sake of reviews, you’re better off separating them.

Besides, Facebook makes creating location pages easy. When you’re setting up page for the first time, Facebook will recognize you have multiple sites and a warning message will pop up. You’ll then have the chance to create individual pages for each of your locations.

Just like your primary page, your location pages should have the following:

  • Business name (include location name, too)
  • NAP: name, address, phone number
  • Hours of operation
  • Profile picture (at least 180 x 180 pixels)
  • Cover photo (at least 820 x 312 pixels)
  • Custom URL (facebook.com/yourpractice-location)
  • A link to the location’s website or your main website
  • Email address
  • A detailed business description
  • Your other social media accounts

It can be tempting to copy and paste descriptions from your parent page to all the location pages. Don’t do this! Keep your pages fresh and distinguishable by writing original descriptions for each location.

3. Post content that builds trust

Once you have a Facebook business page that represents your practice, you need to populate it with content that’s relevant and helpful to your patients.

The key here is relevant and helpful, not self-promotional and sales-y. Your patients aren’t checking Facebook for advertisements. In fact, they pretty much hate them. If your content doesn’t engage them in the first few seconds, it will get lost in their newsfeed.

So how do you create content that’s engaging?

Here are some things you could post:

  • Articles, especially ones that you’ve written on topics that interest your patients.
  • Answers to your patients’ frequently asked questions.
  • Health advice, such as how to avoid seasonal allergies or how to prevent certain injuries.
  • Open-ended questions that invite consumers into a larger discussion.
  • Posts about community events or fundraisers that you’re sponsoring or participating in.
  • Inspiring stories from patients who have recovered, or their families (be sure to get the patient’s consent before posting).

4. Show people you’re not just a business

Your practice has more stories floating around than a bookstore, and when you share these on Facebook, you and your audience will connect emotionally.

To do this, post photos of your non-medical facilities, your staff and (with their consent) your patients. These don’t have to be serious, nor does your staff have to look stoic. Show your audience what you do after work hours and the community events you participate in, or give shout-outs to employees who are performing well.

Another great way to humanize your practice (and impress Facebook’s newsfeed algorithm) is by posting videos. These don’t have to be professional videos: You can use your smartphone for a walk-through of your practice, for example. The key to video is to make your practice look inviting: You want potential patients to know what your staff and facilities are like before they walk into the building.

5. Respond to reviews on your Facebook page

Facebook isn’t meant to be a one-sided conversation: If you’re doing it right, your patients will respond to your posts. Sometimes, they’ll respond positively; other times they’ll give you a piece of their mind. No matter what responses you get, always respond to them.

Yes, that means you’ll have to respond to negative reviews. Conflict is tough, but when you empathize with your customer’s concerns and offer solutions, you build trust, which will help you attract new patients.

Binary Fountain can help you manage Facebook reviews

The conversation on Facebook and other social media significantly impacts your practice’s online reputation, for better or for worse. At Binary Fountain, we have a solution that helps practices monitor their mentions on major social media platforms and publish messages across them simultaneously. Control the narrative – check out our Social Media Management tools or click below to schedule a quick demo.

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About the Author

Kieran McQuilkin
Content Marketing Specialist

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