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As part 2 of our three-part series, this article provides a near-secret method for creating consistently engaging social media for your medical practice


If you manage a medical practice and its communications, we understand that publishing consistent and engaging social media that delights your intended audiences can seem like a hungry beast that is never quite satisfied.

You may have already read our article about how to create a digital media strategy for your medical practice, and how this needs to reflect your brand identity and trigger the interest of your patient personas.

In the first article of this three-part series, we talked about the main points to keep in mind when crafting your social media. This week we will provide you with three essential rules to follow, know simply as the PUB Method.

Now, we cannot claim to have created this acronym (PUB), but its simplicity and key messages are divine in that they allow you to narrow your focus when creating and publishing your social media to allow for maximum effectiveness.

Let's begin, shall we?

"P" = Personal

There is no need to embellish here. With your social media content, you want to make things about your target audience, not about you. After all, if you were to choose between two actual people, who would you naturally gravitate towards? The one who always talks about him/herself, or the person who wants to talk about you?

A simple rule is that most people love to see themselves reflected through others. Your social media content should be no different. 

Power Insight

Along the lines of keeping your social media content personal, we do have one teensy weensy power insight to provide you as well: Statistics are clear in demonstrating that the most effective social media is where you show you, but talk about them.

Does that make sense?

For example, you know that social media channels provide a space for images/graphics, as well as a space for text, right?

In the image part of your content, show you. This means posting images of your practice, your technology, your doctors, staff etc.

But in the text part of your content, talk about them. In other words, use text that equates your images to your target audience, and fulfilling their needs, wants and desires (which you should already have a good idea about due to having put together detailed patient personas). 

"U" = Useful 

The "U" in PUB stands for "Useful". 

In your posts, and to complement the Personal aspect as explained in the previous point, make sure that what you post is useful. 

As a medical practice, you should have no end of highly useful information that your target audience would love to hear more about. After all, as doctors and/or medical professionals, you see every day how you have your patients' undivided attention when you're talking about their health. After all, nothing is more personal to an individual than their wellbeing.

If you provide social content that is useful for the overall health and wellbeing of your patients and target audience, they'll come to associate you as being s key information-bearer for optimal health. 

"B" = Brief

Finally, with your social content, keep things brief and easily consumable. Enough said (see what we mean?).

Content ideas

We hope you have found the above information useful and relevant. Following the PUB Method will always allow you to publish your content through a lens that creates maximum engagement with your patients and target audience.

Speaking of content, we understand full well that coming up with social media content ideas can seem like a monumental task that sucks a lot of your focus away from other important areas in your day-to-day work.

So, would you like a full list of fantastic content ideas? Our third and final part of this series will provide you with actual ideas that have been shown to drive significant engagement with your intended audiences, and set you apart from less creative or inspired industry peers!

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Good luck!

About Arrow Northwest

Born in the refreshing beauty of Oregon, Arrow Northwest is an award-winning marketing, creative and digital agency. We specialize in providing world-class communications services for the medical, renewable energy and high-tech sectors in the San Diego, Los Angeles, San Francisco, Seattle, Portland and Eugene markets.
We were founded to bring a more refreshing, pioneering and inspired form of communications to organizations that truly want to aim higher with their marketing activities. 
Our entire team is made up of individuals who embrace our mantra: "Marketing to humans, as humans". This philosophy not only creates a feel-good effect for the target markets of our clients, but ultimately delivers more powerful results over the long-term.
Our 1-2-3 methodology provides targeted strategies, vibrant graphics and digital placements that will get you noticed for all the right reasons, and then channel your customers directly to your doorstep.
For more information about what we can do for you, check us out online at www.arrownw.com. Or, to contact us directly to schedule a free demo, email us at info@arrownw.com, or simply call at 858.634.0859.

You will love how your communications feel. You will be thrilled with the results. Begin the journey today!

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