Some healthcare professionals may tend to get attracted by online ads claiming to boost the number of their social media followers miraculously overnight. However, the harsh truth is that there are no shortcuts to sustainable success on social media. It is better to choose the long and hard road, and perhaps hire the services of a professional social media consultant who may develop an effective strategy to popularize the doctor on various social networks.

The key lies in choosing the most appropriate social network for your needs, and staying focused on it for the long haul. Many medical and dental practices make the mistake of switching their efforts from Facebook to Twitter to LinkedIn to Pinterest and so on, in the hope that something would work for them eventually. In reality, though, almost all the leading social networks can be equally effective, provided a systematic plan is developed and pursued to dominate on a particular network.

With a consistent approach and effort over a particular social media channel, it is possible to turn casual followers into patients, and one-time patients into repeat patients and influential brand advocates for a medical practice. A targeted approach to social media is better because time and resources that can be invested in social media activities is always going to be limited for a small business or a healthcare professional.

Listening on social media is as important as speaking. It is a two-way communication channel, and the goal must be to encourage fans and followers to respond. Loyal participants who perform the role of key influencers for a medical practice brand should be acknowledged from time to time. Incentives or exclusive discounts and privileges may be offered to the loyalists in order to multiply their involvement and enthusiasm for the brand.