Dr. Craig C. Greene is one of our clients that has been very successful on social media. Dr. Greene is an orthopedic surgeon based in Baton Rouge, LA. Dr. Greene has used a variety of P3 Inbound services–we built his website (craigcgreenemd.com), we created custom content for his Specialties section, and we currently create blog content for his site. In addition to these services, we also help Dr. Greene in his social media efforts.
When Dr. Greene first approached us for help with social media services, he had a few goals that needed to be addressed. First, he had 3 separate Facebook pages: his personal page, his professional page, and the page for his charity foundation, the Greene Team. His social media pages needed a cohesive, professional look to tie into his practice and website. He also wanted to find new ways of engaging with patients on social media.
To help Dr. Greene accomplish his social media goals, we took the following steps:
1. Merge Dr. Greene’s Facebook pages.
Dr. Greene’s social media presence was very fragmented. He was maintaining 3 different Facebook pages. One page was for personal use, one was for his practice, and one was for his charity foundation, the Greene Team. Having to post appropriate content in 3 different places was not only difficult to manage, but would also make it more difficult to get momentum going and build a following on Facebook. Dr. Greene also has a Twitter account, but he was getting much more interaction on Facebook, so it made sense to focus on getting his Facebook accounts straightened out.
Deleting two of the accounts would be a quick way to eliminate the problem of multiple pages, but in doing that Dr. Greene would lose all of the followers he had built up on those pages. Instead, we helped Dr. Greene merge his 3 pages into one central page where he could post about his practice, his charity, and his personal observations. By keeping all of his content on one Facebook page, it has been much easier for Dr. Greene to continue to build a following on Facebook.
2. Create a professional look and feel for the newly-combined Facebook page.
We wanted to be able to tie in Dr. Greene’s Facebook and Twitter pages with his website, practice, and professional works. To accomplish this, our design team created custom banners images for his Facebook and Twitter pages. The banner incorporates Dr. Greene’s logo and indicates his profession as an orthopedic surgeon and association with his charity. The banner images were created according to the specifications for each site, so the banner images would display correctly on both Facebook and Twitter.
3. Test out different types of Facebook content.
After merging Dr. Greene’s 3 Facebook pages, it really became clear that Facebook was the best social media network to engage with his community and build up a following. Dr. Greene was already quite popular and well-liked in his community, and it was clear that the people in his community gravitated more toward Facebook than Twitter.
Before we came up with a content strategy for Facebook, we tested several different types of posts to see what types of content his audience would respond to. We started out by posing healthcare-related questions to his audience to try to get a discussion going. In fact, those questions were quite helpful, and Dr. Greene got some good feedback from his followers.
We also tested longer Facebook posts that served as mini-articles, often in a list format. We write content for Dr. Greene’s blog, and would share that content on Facebook with a short introduction. However, we found that the article-sharing posts weren’t getting a lot of engagement. Posting mini-articles to Facebook gave us a way to repurpose the content in a way that was engaging and convenient for Dr. Greene’s Facebook audience, and ultimately resulted in more likes, comments, and shares from his audience.
We also did a lot of testing in terms of subject matter. Some of the topics we covered in posts included:
- General health
- Injury prevention
- Geographically-relevant content (including things like hunting, fishing, and outdoor sports, which are all popular in Baton Rouge, LA)
- Injury prevention, sports, and orthopedic conditions for children
- Arthritis, including prevention, pain management, and exercises
Dr. Greene also posts on his own, sharing photos of his patients (with their permission), his family, and around the office. These types of posts get a tremendous amount of engagement, in part because Dr. Greene is such a likable person, and because it gives his audience a glimpse into his everyday life.
After reviewing the engagement from the various types of content we posted, we found that arthritis-related content really resonated the most with Dr. Greene’s followers. Going forward, we have really focused the majority of Dr. Greene’s Facebook posts on the different aspects of living with arthritis. When relevant, we also post content related to holidays, injury prevention, children, or content relevant to Dr. Greene’s region. We try to keep a mix of questions and mini-articles so his followers have a mix of content to view and interact with.
After implementing these changes to Dr. Greene’s Facebook page, his following grew to over 8,000 people. He is getting a lot of positive feedback from his followers, and some of their comments have in turn inspired more social media posts and blog articles.
While Dr. Greene’s likability has certainly contributed to his success on social media, other practices can use these techniques to help improve engagement. To be successful on social media, you need to try different things and monitor your results. Eventually, you will find a plan that works for your practice.