Firstly, patients don’t want to talk to a faceless, nameless entity; they want to sense the person behind it — the personal. They want to like and get to know you, not just interact with your business. Remember that emotions are everything — they always have been and they always will be. Without them we cease to be human and we cease to invest in the human race. Your brand voice and your social voice are one and the same. Don’t make the mistake of trying to separate them.
Secondly, I’d want them to take away the knowledge that social media has dissolved the walls that existed between the consumer and the brand, and has provided the opportunity for one-on-one connection in a way never before possible. The best physicians are embracing this and using social media as a way to expand their knowledge base to their patients, empowering them and strengthening their own personal brands in the process.
And lastly, it’s so important to acknowledge the fact that today’s patients, consumers and clients have the ability to communicate online all day, every day, sharing, tweeting and blogging about how they feel. Sentiment is oozing out of every post they make, and we should not fear it, but instead, embrace it as the new lifeblood of branding. The ability to listen and understand how our patients feel (whether good or bad), what is important to them and what their expectations are, provides huge opportunities for forming the emotional allegiances needed for enduring personal brand loyalty.
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