In 2020, Magnolia Obstetrics and Gynecology of Myrtle Beach, SC, faced increasing competition, declining patient engagement, and the need to modernize its marketing efforts. Recognizing the growing importance of social media as a communication and marketing tool, the office manager spearheaded an initiative to evaluate the effectiveness of various social media platforms for patient engagement, improved service, and organizational growth. Historically reliant on traditional marketing methods, Magnolia conducted a comprehensive patient survey to assess social media preferences, usage patterns, and expectations specific to an Ob/Gyn practice.
The survey, conducted over three months, revealed key insights regarding Facebook, Instagram and Snapchat. While nearly half of respondents were "extremely likely" to engage with social media, 41% expressed uncertainty about its role in a medical office setting. Despite this ambiguity, Facebook emerged as the preferred platform for patients. The data highlighted a significant opportunity for Magnolia to enhance patient relationships, drive website traffic, and boost practice visibility through targeted social media strategies.
This study underscores the transformative potential of digital marketing in healthcare and presents actionable recommendations for Magnolia to balance its staff resources while leveraging social media to improve competitiveness, customer satisfaction, and patient engagement. Magnolia’s findings contribute to the broader understanding of how medical practices can integrate social media effectively to meet patient needs in an increasingly digital landscape.