How to find your clients or patients using Instagram and TikTok?

Today, social media is a powerful tool for any business. In Ukraine, 80% of the population has access to the internet, and 70% of them actively use Instagram, TikTok and/or Facebook. Ad spending on these channels has already surpassed television spending, making them one of the most effective communication methods.

Instagram has 11.6 million Ukrainian users aged 18 to 55, which makes it an ideal platform for reaching your target audience. TikTok, although younger (with 9 million users in Ukraine), is developing rapidly and cannot be ignored. What to do to start running social media, what to post, and how MARVI will help you track their effectiveness, was explained by Denys Tsvilikhovskyi, COO and Marketing Director at Ukrainian Vision Center, and Pavlo Malovanyi, CEO of the MARVI ophthalmology management system.

How to make Instagram successful?

First and foremost, it is the initial setup of your profile description. This is what a potential client sees when they visit your page, so it’s important that the information is simple, clear, and easy to understand.

A nickname is a set of Latin characters by which your profile will be found by patients. If you already have a website, you can use a nickname that is similar to your domain name, so the patient remembers one name right away across all networks and can find you exactly by it.

Your logo should also be sufficiently simple, not overloaded with small details. It’s advisable to create a miniature version of the logo for social media, but it should stand out among others—be as bright and simple as possible.

To create a precise name, you need to understand the importance of this line. It determines how your account appears among the options when someone searches on Instagram. Based on the name and hashtags you use in your posts, Instagram helps recommend your business. Use keywords you want to be found by: vision correction and testing, diagnostics, eye treatment, etc.

Add a link to your website or a link-in-bio, so people can find you easily. If you have a physical location, add your address so people can find you on the map.

Make highlights targeted and oriented toward the convenience of future clients. Keep information about services, prices, and customer reviews—so that they become quick-access buttons to important information about your business.

What content should you create?

Ideally, it should be 70% video and 30% text posts.

For filming reels, choose high-quality video with good sound. Stick to your own brand style and create cover images that will grab the audience’s attention.

According to statistical data, more than 70% of video content is watched without sound. Take this into account and use subtitles—to reach a wider audience.

When it comes to posts, carousels and short descriptions underneath them are best received. After all, the days when people read long texts are gone, and now posts with several images and a text accompaniment have become more popular.

Another powerful tool is stories. You only need one story per day to remind patients about you and to keep your profile active. Here you can post videos, images, share tips, ask questions and answer the most common ones, announce new events and posts.

As for posting frequency, it all depends on your capabilities and time. The best approach is to post new content every 2 days and keep your followers’ attention while spreading knowledge about vision and your business with that same frequency.

How to make TikTok that will generate returns on investment?

Here too, as with Instagram, there is a large audience that can become your potential clients. However, unlike Instagram—where TikTok used to deliver “just because” views—now, to get reach, you will need to invest time and patience, and also use different methods and formats.

Here, too, start by setting up your profile. Requirements and recommendations are similar to Instagram, though there are a few specifics.

Use the same name and avatar as you do on Instagram to avoid confusing patients. Write a clear description of your business using keywords people will use to find you. For example, if people search for laser correction, they will most likely find the page that uses these words in its description.

It’s also important to add a link to your website, Telegram channel, Instagram, or any other communication channel, because on TikTok it’s just as easy to communicate as on Instagram—where there is no such option.

And in MARVI there is a special widget that allows your clients and patients to choose a time, day, doctor, and the service they want to book. All data is checked automatically, and the administrator already sees the message about an unapproved appointment and confirms it. This way, you can give your patients the opportunity to choose the time that suits them.

How does MARVI help track where the client came from?

MARVI is a system that helps medical institutions track the sources of client acquisition. With this system, you can:

Collect data about client acquisition sources: when registering a new patient, you can indicate where they learned about you (for example, from ads, from a website, from a friend’s recommendation, etc.).

  • Store this information: MARVI stores this information together with other patient data, allowing you to track the effectiveness of different marketing channels.
  • Analyze data: MARVI generates reports showing how many clients you received from each channel, how much they spent, and how much money you earned.
  • Optimize your marketing efforts: Using this information, you can determine which marketing channels are the most effective and focus your efforts on them.

Benefits of using MARVI:

  • Increasing return on investment (ROI): You can track how much money you spend on each marketing channel and how much you earn from it, enabling you to optimize costs.
  • Better understanding of customer needs: Review where your clients come from, and this can help you better understand their needs and develop more effective marketing campaigns.
  • Improved decision-making: You can use MARVI data to make well-informed decisions about your marketing efforts.

How to start using MARVI:

MARVI is a cloud system, so you don’t need to install any software. You can register for a free trial version on the MARVI website.

In addition, MARVI offers a number of other features that can be useful for medical institutions, such as:

  • Appointment booking: MARVI allows patients to book appointments online.
  • Medical record keeping: MARVI enables keeping patients’ medical records electronically.
  • Appointment reminders: MARVI can send patients reminders about their appointments.
  • Billing: MARVI can help you with invoicing and collecting payments from patients.

What is important to know about content on social media?

  1. First 3 seconds. In video content, the first 3 seconds play the most important role. Make them dynamic: use different angles, move the picture and actors to grab viewers’ attention.
  2. More live content. People like watching dynamics. Use live videos, stories, and streams to make your content more interesting.
  3. Evoke emotions. Emotional content generates more engagement. Create positive emotions in your audience: happiness, joy, inspiration.
  4. Team-based content. Involve your team in filming on social media. This makes the content more authentic and more interesting to the audience.
  5. Quality above all. Invest in high-quality content, because it is the key to success on social media.
  6. Don’t criticize specialists’ work. Trust your SMM professionals, because they know their job. Don’t judge content based on your own preferences—use analytics data.
  7. Measure results. Set clear goals for SMM and track how well you achieve them. Content should generate not only likes and comments, but also sales.
  8. Experiment. Don’t be afraid to try new content formats and topics. Boldness and creativity will help you stand out from competitors.
  9. Be consistent. Post content regularly so you don’t lose touch with your audience.
  10. Work with influencers. Collaborating with bloggers and opinion leaders can significantly expand your audience.
  11. Invest in SMM. Don’t save on marketing. Put money into professional SMM specialists and high-quality content, because it pays off.

Remember that content on social media is not just entertainment. It’s a powerful tool for developing your business. By using these tips, you can create an effective SMM strategy that will help you achieve your goals.