Use of Social Media to Boost Healthcare Business
With over 3.6 billion users globally, social media has undergone unprecedented expansion over the last ten years. About seventy percent of adults in the US use one or more social platforms. Because of this, healthcare providers are finding it difficult to give up an excellent opportunity to use social media for healthcare digital marketing and patient engagement.
Embracing Technology for Patient Engagement
Healthcare firms can improve patient involvement by employing advanced patient engagement methods, in addition to efficiently utilizing social media. By facilitating communication, offering useful information, and streamlining appointment scheduling, these technology-based solutions can help physicians deliver a better patient experience to keep up with the digital era.
Establishing Thought Leadership
Getting recognized and bringing in new patients can be greatly enhanced by a strong healthcare brand setup and swift user experience. Healthcare professionals can exhibit their expertise and establish themselves as thought leaders in the field by publishing well-researched articles, engaging in relevant discussions, and offering well-informed opinions on important topics. In addition to fostering confidence in prospective patients, this can also raise awareness and open doors for collaborating with other professionals in the field.
Compliant Messaging and HIPAA Considerations
If healthcare practitioners use social media for marketing, they should be aware of privacy and security issues. Specific rules are imposed by the Health Insurance Portability and Accountability Act (HIPAA) on how patient data is handled, including publishing and posting it on social platforms. Providers should create a policy outlining the various types of content that can be shared and ensure that all staff members are properly taught these rules in order to protect patient information and preserve compliance. In addition to shielding the company from possible legal problems, this will improve the reliability of its online presence.
Building Brand Awareness
The potential of social media to establish and fortify a brand’s identity is one of its main benefits for healthcare marketing. Building an impressive web presence influences patients’ perceptions of your reliability and trustworthiness. In order to achieve this, healthcare providers should maintain consistency in their advertising attributes, including their messaging, color scheme, and logo. They should also produce and distribute interesting, educational, and relevant content. Moreover, engage in conversation with their patients to build a vibrant, encouraging online community; and optimize their profiles on major social sites (Facebook, Twitter, LinkedIn, etc.) for optimal visibility and reach.
The Role of Social Listening
Social listening is the process of tracking conversations and mentions related to your brand, industry, or specific keywords on social media platforms. This can help healthcare providers better understand the needs and concerns of their target audience, enabling them to create content that resonates with their followers. By regularly monitoring social conversations, organizations can identify opportunities to engage with patients, address concerns, and tailor their marketing strategies to better suit their audience’s needs.
Utilizing Different Platforms for Maximum Impact
Every social media network has a unique user base, set of features, and recommended practices. Providers can make the most of their marketing efforts by determining which platforms are best for their needs and objectives as a healthcare organization. Several well-liked platforms and their uses in healthcare marketing consist of:
Facebook – Perfect for fostering community, exchanging content (articles and videos), and holding live events
Twitter – Excellent for announcements, breaking news, and interacting with influencers
LinkedIn – A professional network for connecting with colleagues, showcasing thought leadership, and recruiting talent
Instagram – An expert network for collaborating with peers, exhibiting thought leadership, and attracting top talent
YouTube – A platform for sharing videos featuring patient testimonials, product and service demonstrations, and instructional content
Leveraging User-Generated Content and Influencers
To increase engagement and build credibility for your healthcare brand, encourage patients and followers to share their own content and experiences. Furthermore, collaborating with influential people in the field can help you reach a wider audience and emphasize your message. Reposting user-generated content with proper attribution, interacting with the original advertisements, sharing real-life stories and patient testimonials, working with influencers to create marketing content, holding giveaways, or offering professional insights are some ways to harness the power of social media marketing for healthcare.