Once your website is established, reach patients on various social media platforms.

After establishing an ophthalmology private practice website, starting up social media accounts is the next logical step in marketing your practice. This may seem like a daunting task. After all, you have patients to tend to and a full plate of other tasks on your to-do list. However, setting up your social media accounts is well worth the time.

While keeping up social media business accounts might seem trivial, the reality is that times are changing when it comes to how private practices best generate new business. Ophthalmology offices that connect with patients through social media retain patients and gain new business at high rates.

In fact, this goes for any business. According to Sprout Social, “55% of consumers learn about new brands on social [media].”

Think about it: Your friends and family typically may already share their recommended establishments with you by sending social media links — and you might be doing the same. The newest generation of young adults are also likely to head online to scope out a doctor’s office, including their social media pages, before making an appointment.

Check out these top platforms you can use for your ophthalmology social media efforts and what type of patients you can look forward to connecting with there!

FACEBOOK

Despite this platform falling out of trend with the young crowd, baby boomers and millennials still log in to Facebook on a daily basis. This makes it a great place to connect with older patients.

By setting up a Facebook business account, you are making it much easier for local patients to discover and share your private practice’s information. Facebook business accounts are often some of the first to show up when individuals Google terms such as “Ophthalmologist near me.”

Although your Facebook account will provide patients an easy way to contact you, remember that it will also directly link to your official website, so the two work hand in hand.

INSTAGRAM

Gen-Z adults seem to prefer using Instagram over Facebook, but all age groups are flocking to Instagram. From Instagram Stories and Reels to photo-posting capabilities, this platform has it all! Through this platform, you can reach new ophthalmology patients and keep existing ones interested with updates about your staff, information about the services you offer and even insight into your office’s culture.

TIKTOK

In recent years, TikTok was the platform that many businesses turned their nose up to, and they’re certainly regretting that now! Companies that started advertising and creating short-form video content on this platform are now reaping the benefits of thousands or even millions of views.

Doctors have taken advantage of this trendy platform by making short-form video clips of relatable and informational content. Showing off your personality and even allowing your staff to create insightful clips for TikTok is a great way to attract a younger crowd and also build patient-doctor trust.

CONSISTENCY IS KEY

To generate new leads and sufficiently connect with potential patients through social media, remember that consistency is key. Keep in mind that you can always recycle content from platform to platform to ensure you are able to keep your accounts updated.

For example, a TikTok video can be easily recycled with just a few steps to remove a watermark and then posted for Instagram Reels. A photo posted on Facebook can be reposted with a caption on Instagram Stories.

We’re here to support your journey in establishing a social media presence for your ophthalmology practice. Check out our other articles on ophthalmologymanagement.com for ongoing tips and advice! OM

Richard Zimbalist, OD, FAAO, is owner of Ignite Medical, a medical digital marketing agency (ignitemedicalco.com ), and COMO Web Designs (comowebdesigns.com ).

Nathan Abraham, MD, is owner of Abraham Eye Center (abrahameye.com ).