You’ve heard it before: Social media is the new marketing. Chances are good that you’re already using social media to market your practice. The question is: Are you using it effectively?

Traditional marketing – buying ads through newspapers, magazines, radio, et cetera – is still alive. But more and more, companies, including medical practices, are turning to social media marketing or "media marketing." Why? Social marketing costs less, helps build your brand, is interactive, is less obtrusive, provides real-time results, and can be adjusted or tailored quickly to meet your current needs.

As health care providers, we know that the best form of advertising is positive word of mouth. Turns out the same is true online. A 2012 Nielsen Global Trust in Advertising report found that of 28,000 Internet respondents in 56 countries, 92% of consumers said they trusted earned media (media recommended by family and friends) above all other forms of advertising.

The same is true with health care. Health care consumers want more, not fewer, online reviews of doctors and medical centers because they trust word of mouth. According to a May 2011 report from the Pew Research Center, 16% of Internet users, or 12% of adults, have consulted online rankings or reviews of doctors or other health care providers. These numbers will only rise as more patients post reviews.

Despite its benefits, social marketing won’t work for your practice if you don’t use it correctly. Unlike traditional marketing, which relies on a one-way message from the company (you) to the consumer (your current and prospective patients), social marketing is a two-way message. You are connecting with and sharing information with others on different social media platforms on a regular basis.

Successful marketing is a multistep process. It’s not good enough to simply attract. You also need to convert. The online world is full of clutter, so to attract people’s attention, you need to provide value. You do this by creating compelling, credible content that can be easily shared on many social platforms, such as Twitter, Facebook, and Pinterest. The hub of your social media marketing content should be your website/blog.

Your practice website should include a blog that is continually updated with fresh, original material that can be shared on social platforms. That way, when people find you on Facebook or Twitter, they can click through to your practice website where conversion takes place. Keep in mind it often takes more than one visit to convert.

For social marketing to be effective, you need a strong brand and message. Are you the acne expert? The technologically tricked-out Mohs surgeon? The bilingual pediatrician?

Let’s look at an example: You’re a pediatric dermatologist who specializes in eczema. You write engaging, useful, medically accurate blog posts that you share on different social media platforms. A mom of a child with eczema finds a link to one of your posts on natural remedies for eczema. She clicks through to your practice website, where she posts a comment on the blog and shares the post on Pinterest.

Here’s what she should find while she’s on your practice’s website:

• A clean, updated site with information about you and your practice.

• More blog posts for visitors to read and comment on.

• An RSS feed to subscribe to your blog.

• The ability to sign up for your newsletter or do one-click shopping (if applicable).

• The ability to make an appointment by phone or by using an online booking service (such as ZocDoc.com).

• Links to your other social media platforms (Facebook page, twitter feed).

• Any details that make your practice stand out, such as when and whether you offer night or weekend appointments, descriptions of your latest technology, or the presence of multilingual staff.

She will likely start consuming your information. She might comment on a blog post, begin following you on Twitter, or sign up for your RSS feed that will provide her with updates every time you post new content. Over time, she will come to value your brand and see you as a trusted source of information. She may eventually schedule an appointment, refer you to a friend, or buy one of your products. Likely, she’ll share her positive experiences online, helping to spread the good word about you.

If you’ve tried social media marketing in the past and didn’t find it successful, then ask yourself these questions: Did you misuse your social media platforms by constantly promoting yourself or criticizing others? Did you spam people with unwanted ads or add people to your e-mail list without their permission? Ignore questions and comments? Forget to make it about them, not you?

Today, there is no successful marketing without successful social media. By following these steps, not only will you attract new clients, you will also convert them, leading to more satisfied patients and a more satisfied you.

Dr. Benabio is in private practice in San Diego. Visit his consumer health blog at http://thedermblog.com; connect with him on Twitter @Dermdoc, and on Facebook (DermDoc).