Diagnostic testing has become prevalent during this pandemic. Lab clinics and centers have been working round the clock to conduct COVID-19 testing.
Whether RT-PCR tests or POC tests, laboratories must provide quick and accurate results. The goal is to determine COVID-19 positive cases, isolate infected individuals, and curb the spread of the novel coronavirus. Ultimately, they help foster public health and overall well-being.
But as a COVID-19 testing lab, you must make your clinic or center conspicuous, especially online. Along with this is to promote your lab services and reach out to as many clients as possible. That’s where digital marketing comes into the picture. When it comes to this, it’s best to market your laboratory via social media.
That said, here are some social media marketing strategies for your COVID-19 testing laboratory:
1. Post and share COVID-19 updates on Facebook
Now renamed and rebranded as Meta, Facebook is a powerful platform for posting and sharing. As a COVID-19 testing lab, you must provide people with COVID-19 updates. It’s best to do so via the most popular social media channel, that is Facebook. Not only do you have to post about your lab services, but you also have to educate people about the crisis. By doing so, you’ll spark client engagement and earn their trust and confidence. In turn, it will bring your lab with more and more clients getting tested.
2. Use Facebook advertising to target potential clients
You may have heard of pay-per-click (PPC) advertising. This campaign entails displaying ads on the search engine results pages (SERP) and paying for every successful click. The goal is to have these ads appear right before your target clients’ eyes. Facebook ads work the same way as PPC ads. This channel allows you to choose an ad format, target audience based on demographics, and placements on Facebook. For instance, you can create a Facebook ad copy about your lab with a power protection system. From there, expect your ads to appear on the newsfeed of your prospective clients.
3. Conduct Facebook live streaming of your COVID-19 testing
It’s a good idea to perform live streaming of your COVID-19 testing via Facebook. The goal is to let people see how you run your lab and provide your testing services. However, ensure that everything’s organized and streamlined, from filling out forms down to actual testing. That way, your potential clients will see how you conduct your testing and choose your lab over others. The goal is to make a good impression and win some prospects!
4. Publish images of your testing center on Instagram
Instagram is the ideal online channel for posting and sharing photos. But not only do people use this channel for personal purposes, but entrepreneurs and digital marketers use this for branding and marketing. For this reason, consider posting photos of your testing facility, medical tools and supplies, and business activities as well. When they resonate well with your target audiences, chances are, they’ll choose your lab for COVID-19 testing.
5. Post videos of your COVID-19 testing on YouTube or TikTok
Aside from photos, you can harness the power of videos in resonating with your target market. As you must be aware, video content pieces are easily digestible and memorable to people. If you’re looking to promote your lab services, producing and publishing video clips can be your most straightforward approach. You can do these on social media channels such as YouTube or TikTok. You can even go as far as posting entertaining or educational flicks about the COVID-19 crisis to engage with potential clients.
6. Build your network on LinkedIn for endorsement
No business is an island. As an entrepreneur, you should build your network by connecting with various stakeholders involved in your business. Aside from your customers or clients and employees, have good relationships with your suppliers, third-party vendors, and even organizations in your industry. This idea applies to laboratory clinics or centers as well. As a COVID-19 testing lab, leverage LinkedIn as a way to connect with medical facilities and health professionals. They can refer patients or clients to your lab for testing.
7. Use social media apps for client queries and appointments
Did you know that many businesses use social media apps for communicating with customers or clients? Let’s take, for instance, the use of Messenger for marketing. They allow for answering frequently asked questions (FAQs), allowing customers to place their orders online, or scheduling an appointment. You can leverage the use of this app for your COVID-19 testing lab. As people live and breathe on social media, they can quickly and easily schedule their appointment with your lab clinic or center.
At this point, you now know how to market your COVID-19 testing lab via social media channels. Consider the social media marketing strategies recommended above, whether on Facebook, Instagram, LinkedIn, Twitter, YouTube, or TikTok.
We can no longer ignore the power of social media. It applies to lab clinics and centers as well. Leverage social media to market your COVID-19 testing lab and see how this can bring you more and more patients. Ultimately, you’ll boost your ROI while helping mitigate the COVID-19 infection.