Client Background
A well-established diagnostics and laboratory chain offering pathology, radiology, and preventive screening services approached our marketing agency. Though they had multiple centers across cities and a strong offline patient base, their online visibility was minimal. They lacked engagement on social platforms and needed a more streamlined approach to reach digitally-savvy audiences.
Objectives
The healthcare client aimed to:
- Strengthen online presence via strategic social media account management
- Educate the audience about diagnostic procedures and preventive screenings
- Attract new patients and healthcare partners via digital platforms
- Build trust and authority through consistent healthcare content and visual branding
Challenges
- Irregular posting and unoptimized profile layouts across Instagram, LinkedIn, and Google My Business
- Absence of content formats showcasing the lab’s services, credibility, or hygiene practices
- No patient interaction or reviews on social platforms, which affected digital trust
- Minimal visibility in Google Maps and local searches due to weak GMB management
Strategic Approach
Our marketing company developed a focused social media account management plan:
- Designed a content calendar that educated the public on test procedures, seasonal health awareness, and patient preparation tips
- Promoted wellness packages and featured health-related content for SEO value
- Integrated Google My Business optimization for all locations with photos, service listings, and review management
- Crafted branding templates and voice guidelines aligned with medical professionalism
Implementation
- Weekly educational posts explaining test procedures like CBC, lipid profile, and MRI scans
- Reels featuring lab walkthroughs, hygiene protocols, and “Meet the Technicians” segments
- LinkedIn posts on partnerships with hospitals and testimonials from corporate health clients
- GMB reviews monitored and responded to; photos of actual test facilities uploaded bi-weekly
- Monthly patient success stories and “Health Tips” campaigns for public awareness
Results
In the first 90 days, the healthcare provider experienced:
- 72% growth in Instagram and GMB engagement
- 95+ new reviews added on GMB with a 4.7-star average rating
- 110+ inquiries received through Instagram and GMB profile links
- Improved local SEO rankings, leading to a 38% increase in appointment bookings traced to GMB
Key Takeaways
- Social media account management is critical for trust-building in the healthcare sector
- Google My Business management directly impacts local patient acquisition
- Visual and educational content improves engagement and simplifies healthcare information
- Healthcare brands benefit significantly from well-planned, compliant marketing campaigns
