With the sustained growth of social media users, companies from different industry verticals have started using social platforms as marketing tools. The healthcare industry was late to join the bandwagon, mainly because they have a strict regulation to follow and a responsibility towards the patients and audiences. However, the ever-growing competition, changing customer expectations, and the need for a faster response have led healthcare organizations to social media.
Today healthcare organizations are increasingly using various social media platforms to promote their brand online and to build a more reliable connection with the patients. However, they need robust social media marketing strategies to do so without breaking healthcare regulations. Some key social media strategies that can bring them results are:
Like any other business, a healthcare organization needs to determine their audience on social media and know their media preferences to create the right media mix. For example, – the audience on the LinkedIn platform will be very different from the audience on Facebook or Twitter. Also, their media preference and interests will be different, as well. Therefore, healthcare organizations must create unique campaigns for each social media demographic to engage them.
Information sharing is a tricky area for the healthcare industry. Due to federal regulations of their respective countries, most healthcare organizations have to be cautious about what they can share with their audience. They have to be very careful not to share any personal healthcare information of any patient.
However, they can create an infographic on the symptoms or remedies of different diseases or use live channels to share the dos and don’ts regarding a common health issue. A good example will be the current COVID-19 pandemic. Healthcare organizations can share advice on how to perform self-isolation properly or when to go for testing.
Healthcare organizations can use social platforms to quickly respond to generic patient queries such as business hours, operation cost, insurance, and a lot more. However, they should avoid answering specific healthcare questions that require a patient to reveal personal details of their condition on social media. For example – they can answer queries about the availability or cost of minimally invasive bunion surgery or any other medical procedure but provide them with contact details regarding further queries or appointments.
Healthcare organizations can also use social media to build brand reputations. Using social media to spread positive word of mouth can boost one’s reputation like none else. Patient testimonials and patient reviews can play an essential role in their online reputation management.
Promoting CSR activities online can also attract the right attention. When a healthcare organization talks about the charities and initiatives they have taken as part of their corporate social responsibility, the audience members who have an interest in similar activities start to give their brand preference.
Social media can be used to strengthen the bond between patients and healthcare organizations. If a healthcare organization posts one review from a patient who was able to lead a healthy life after being treated, many others will follow suit and share their experience, boosting their relationship online. It will also help them turn their regular patients into brand loyalists.
These are some tried and true social media marketing strategies a healthcare organization can use to successfully promote their brand on different social platforms.