The Harsh and Scary Truth About Social Media for Fertility Centers

By Griffin Jones

If you’re spending money on internet marketing, you should know this axiomatic truth:
Posting something on social media does not mean that anyone sees it. 

Many fertility clinics spend money on growing their Facebook fan base or their number of twitter followers. Often, the number of a practice's "followers" or "likes" are too large while their message remains unseen. Equally, an infertility clinic's message won't be seen if its community size isn't big enough.

 Because they think that their message is being seen, many fertility centers pay their web firms to grow irrelevant metrics. Irrelevant metrics are any numbers that don’t lead to reaching new patients or delighting former and existing ones. They include your number of

  • Instagram, Twitter, and SnapChat followers 
  • Facebook fans
  • Times per week you post to social media 

You may have 15,000 fans on Facebook, but if no one likes, comments on, or shares your content, virtually no one will see your post. Reach is dependent on interaction. Comments, shares, replies, reviews, and posts from users are the ways that existing and former patients attract new patients to your fertility center. Facebook, for example, has an algorithm that they use to determine which content you as a user will see. This algorithm is impacted by one’s online behavior, including how often one likes, comments on, clicks, or shares the content of someone else. Facebook will show you more of what you interact with and less to none of that which you do not. 

It doesn't matter how many Facebook fans this fertility clinic has, almost no one will see this post because no one has shared, liked, or commented on it. 

It doesn't matter how many Facebook fans this fertility clinic has, almost no one will see this post because no one has shared, liked, or commented on it. 

Equally, 10 followers on Instagram or 100 Facebook fans won’t make an impact on your practice either. This is the appropriate time to purchase advertising on the select social media platform. If you are not extremely targeted with your ads however, you will make the first mistake of having a disengaged community size that is too large. You will waste money on the wrong people who will stop seeing your message anyway. 

The number of your fertility center's fans and followers does not guarantee that even anyone will see your message. Some clinics spend too much money to grow community sizes that are bigger than relevant. Other practices lack enough people in their social media communities to be able to share their message. Grow your social media community to the size where interaction is at is peak, and then focus on serving that community.