In 2011, Arizona OB/GYN Affiliates (AOA) had a lot to offer patients, not the least of which were its 44 medical care providers, including 29 board-certified physicians and 15 practitioners across 10 locations, brought together by the alliance of nine physician-owned OB/GYN practices.
But when the practice launched five years ago, market research revealed that few people in the community were familiar with the AOA brand, according to a post from Physicians Practice. The group used its Facebook page to help the practice reach patients. "While television did play a small role in the campaign, it was social media and related microsites that made a substantial difference in the perception of AOA," the post noted.
As FiercePracticeManagement reported previously, Facebook pages offer practices a multitude of ways to engage and inform patients as well as gather critical feedback. AOA was able to successfully use its Facebook page to not only drive traffic to its updated website, but also to measure its progress through metrics, such as web visits and page views, as well as "likes" and comments.
Today, AOA's Facebook page boasts more than 3,900 fans and reaches more than 18,000 individuals with its web-promoted newsletter, Physicians Practice reported. By integrating various forms of social media outreach, including physician-authored blogs, the practice established its expertise and patient-centered philosophy in a way that is relatable to its audience.
For example, the practice used its media channels to take the national public interest story of actress Angelina Jolie's double mastectomy and present the medical angle, preempting patient concerns and questions.