By Haley Fritz, Founder & CEO
Here at Millennial Pink Media, we've made content creation for group therapy practices somewhat of a specialty. One reason why we feel passionately about working with group practices is that therapists deserve more time to focus on their patients, rather than spending it trying to learn this whole "content marketing" thing.
Social media can be a confusing place for anyone, let alone a group therapy practice. Just look at the last viral video trend and you'll see the complete lack of rhyme or reason that often guides social media users. (Baby Shark, anyone?)
The good news for you is this lack of structure means that a wide variety of content has the potential to perform well on social media. However, that doesn't mean your group practice should post content without knowing why you're posting it.
Ultimately, your content can be creative -- but it should also work together to tell a compelling story about your brand. Users want to know what your group practice is about, and they should be able to learn something about your brand from every piece of content that you post….even if that content is a Kim Kardashian meme!
Below, we offer some ideas for what group practices can post to social media on days you don't feel inspired -- but remember that this is by no means an exhaustive list of content that has the potential to perform well. Instead, think of this list as a resource for you to fall back on when you have "poster's block." When the muses won't answer your calls, Millennial Pink Media has got your back!
Answer a Frequently Asked Question
Get a lot of questions about what types of insurance you take, which providers are accepting new patients or where your group practice is located? Creating an FAQ series on social gives you the opportunity to address your clients' (and potential new clients') pain points while providing you with a steady stream of consistent content to post each week.
Take Your Audience Behind-the-Scenes
Your group practice's culture behind-the-scenes says a lot about the patient experience to potential new clients. Show your followers what your therapists do between sessions or to start or end their days -- whether that's refilling their diffuser with a soothing essential oil blend or attending a team meeting to discuss patients' needs for more collaborative care. Just avoid sharing identifying information about clients, as HIPAA still applies on social media.
Create Live Video Content
Live video content is one of the fastest ways to move customers from the consideration stage to the decision stage -- i.e. from thinking about becoming a patient at your practice to actually taking the steps to reach out to your intake department. Video platforms like Instagram Stories or Facebook Live offer your therapists an excellent opportunity to share tips for managing a mental health condition or walk viewers through a guided meditation to provide additional value to clients between sessions and build credibility with potential new clients.
Take a Stance on Industry Trends
Do you agree or disagree with what is going on in therapy right now? Are you providing a new service to align with industry trends? Tell your followers about it! Gone are the days when brands should stay silent on hot-button issues in their communities. Nowadays, consumers want to see that the brands they love share their views on important topics. Yes, you run the risk of alienating some potential new customers -- but those customers weren't likely to vibe with your brand anyways. Alternatively, you're also more likely to convince a new client who does agree with you to take the leap of faith by placing their trust in your service.