12 Dec How To Use Social Proof To Market Your Practice
Social proof is one of the most powerful marketing strategies in the rehabilitation industry, but many clinics still aren’t sure how to use it to market to their patients and referral sources. In this guide, we’ll help you understand what social proof is and how you can incorporate it into your practice’s marketing strategy.
What is Social Proof?
Social proof can be defined as the psychological theory that people are influenced by others’ actions when they’re seeking similar results.
If you’ve ever read a review, followed a celebrity on Instagram, or asked a coworker for their opinion, you’ve been influenced by social proof. Most people understand how social proof affects marketing products to people on Amazon or clothes to followers on Instagram, but it also influences healthcare.
For example, remember when Michael Phelps sported cupping bruises during his 2016 Olympic races? After seeing an Olympic athlete receive this treatment, viewers at home caused a 2,100% spike in “cupping” Google searches and immediately reached out to their rehab professionals to get a similar treatment. Social proof is huge, even in rehab.
How Should I Use Social Proof?
Rehab professionals have access to “influencers” every day in their clinic: the patients they see. Patients who have been successfully treated praise the therapists who helped them recover everywhere they go. The best way to use social proof is to give your patients a platform to share their stories.
(Pro Marketing Tip: Your patients are some of your best spokespeople. Offer them a platform like your website, the Astym website/social media, your Google reviews page, or your social media to tell their recovery story.)
Patient success stories can be collected by having the patient directly submit their comments into a review site, social media, or a web portal. In the alternative, you can help the patient craft their story by interviewing them, collecting specific quotes, and adding in details that would be of interest to other patients. Make sure you receive a full, informed written consent from patients to use their quotes and information publicly. In addition, you should have the patient fully read any interview piece you may produce, and approve/give permission to publish it.
Looking for an easy way to start?
Offer your patients the link to share an Astym Success Story. This link goes to a form that guides them through an online story submission, which will upload their story to the Astym website and social media. We’ll make sure you and your clinic are prominently featured in the posts so other patients and referral sources can easily contact you. You can then share this story on your social media.
As an Astym Certified provider, you can Download the Share Your Story Postcard from the Astym website and hand them out to your patients. It’s just that easy!
How Astym stories benefit YOUR practice:
- Offers you new content to leverage “social proof” marketing strategies in your practice.
- The story content is easily shareable to your site and social media platforms.
- Increases your social media presence through links and unique content.
- Certified clinicians can use these stories to market to their target audiences through niche success stories (for example, runners, triathletes, weightlifters, weekend warriors, etc.).
- Your clinic’s contact information and website are included in the story’s posts.
- Stories are published on our social media and website, giving you diverse platforms to reach potential patients as a free service.
Not Astym certified? Register today to become certified in Astym therapy. After the course, you’ll gain full access to all the benefits of the Astym program, like professionally designed marketing materials, clinical manuals, review materials, Advanced Astym Application modules, and full-time clinical support.