Does your healthcare organization (HCO) have a social media content strategy?
Are you wondering what that involves?
I find that there is often a disconnect between social media execution and content strategy in healthcare marketing. In other words healthcare marketers understand the value of social media but they don’t always relate it to content marketing.
Social media is only a vehicle for delivering compelling stories (content) across the social web. Your audience then shares and discusses what is relevant and interesting to them.
It’s not just about having a Facebook page or Twitter profile. It’s about using those platforms to attract and persuade patients and consumers who can then make decisions that are profitable for your business.
Here’s how to develop a social media content strategy for your HCO:
#1. Content and consumers
The first step is to evaluate your content from a patient or consumer’s perspective. Ask yourself the following questions:
- What do I want my HCO to be known for? E.g. Chiropratic services
- What are my patients’ challenges or needs? E.g. Back-pain or back injuries
- What kind of content format do they typically consume? E.g. blog articles and podcasts
- How can I create interesting content that will attract them to my website? E.g. Start a blog and a weekly podcast that provides answers and solutions for back injuries; publish twice a week; and share on social media platforms where my target audience hangs out.
- How will I know that my plan is working? By evaluating or measuring how many new patients I have gained since launching my content strategy
#2. Patient needs and online behavior
The next step is to understand consumer online behavior and particularly what kind of experiences potential patients are looking for:
- They hang out on different social media platforms i.e. Facebook, Twitter, Googlecommunities, Pinterest etc.
- They consume and share content that is interesting to them e.g. content about lifestyle, healthcare, work etc.
- They evaluate brands based on content i.e. As Clayton Christensen author of ‘It’s the Purpose Brand, Stupid’ once said, “People buy products to accomplish something”. A brand’s content needs to explain what that ‘something’ is e.g. comfort, security, self-esteem, self-confidence (remember Maslow’s Hierarchy of Needs)
- Consumers and patients are connected on social media (where they discuss brands such as yours). Hence they are able to influence one another’s perceptions and buying decisions.
#3. The conversation opportunity
Healthcare organizations that understand consumer social media behavior are able to communicate successfully on social media platforms and thus shape consumer perception of their brands. Here’s how a conversation opportunity might present itself:
- Research where patients are hanging out online (e.g. Google+ healthcare hangouts or Twitter communities based on conversation hashtags) and join those communities.
- Establish a listening campaign to figure out who’s doing the talking (influencers) and what’s being said.
- Consider how you will connect with those influencers. Will you share your own original content with them, retweet their articles, or simply reach out and say hi or ask them questions. Maybe all the above?
- Remember to share whatever is going on in your offline world with your online community (post pictures and videos).
- Reach out to other bloggers (guest blogging).
- Respond quickly to feedback and comments on your blog.
Quick wrap up
Social media is about giving consumers something interesting to talk about, not just for the sake of conversation but for the sake of growing your business. As a healthcare marketer you have to ask yourself, “What makes my brand so interesting that people will want to talk about it?” Having a content strategy means preparing a compelling message which you can then distribute through various social media channels.
Your turn: Do you have a social media content strategy for your HCO? Which of these tips do you find most or least insightful?
The Top 10 Healthcare Marketing Strategies
The healthcare industry is ever-changing, and so is healthcare marketing. What worked last year may not work this year, and what works this year may not work next year. That’s why it’s important to stay on top of the latest healthcare marketing trends and strategies.
To help you do that, we’ve put together a list of the top 10 healthcare marketing strategies of 2020.
1. Personalized Marketing
One of the biggest healthcare marketing trends of 2020 is personalized marketing. Thanks to advances in technology, it’s now possible to personalize your marketing messages and content to a much greater degree than ever before.
2. Account-Based Marketing
Another big healthcare marketing trend of 2020 is account-based marketing (ABM). ABM is a targeted marketing approach that focuses on key accounts that are most likely to convert into customers.
3. Patient Engagement
One of the most important aspects of healthcare marketing is patient engagement. In 2020, there will be a greater focus on engaging patients through digital channels such as social media, email, and text messaging.
4. Content Marketing
Content marketing will continue to be an important healthcare marketing strategy in 2020. The key is to create high-quality, informative, and engaging content that will help you attract and retain patients.
5. Search Engine Optimization
Search engine optimization (SEO) will continue to be an important healthcare marketing strategy in 2020. The key to success is to create keyword-rich content that is optimized for the search engines.
6. Social Media Marketing
Social media marketing will continue to be a powerful healthcare marketing tool in 2020. The key is to use social media to build relationships with patients and create a community around your brand.
7. Email Marketing
Email marketing is another important healthcare marketing strategy that will continue to be effective in 2020. The key is to create email campaigns that are targeted, relevant, and engaging.
8. Pay-Per-Click Advertising
Pay-per-click (PPC) advertising will continue to be an effective healthcare marketing strategy in 2020. The key is to create ads that are targeted and relevant to your audience.
9. Referral Marketing
Referral marketing is a powerful healthcare marketing strategy that can be very effective in 2020. The key is to create a system that incentivizes patients to refer others to your practice.
10. Traditional Marketing
While digital marketing is taking over, traditional marketing techniques such as print advertising, direct mail, and television advertising will still be effective in 2020. The key is to use these techniques in a way that complements your digital marketing efforts.
Keep these healthcare marketing strategies in mind as you plan your marketing efforts for 2020. If you need help getting started, contact a healthcare marketing agency.
The Importance Of Marketing In The Healthcare Industry
There’s no question that marketing plays a vital role in the success of any business, and the healthcare industry is no different. In fact, given the highly competitive nature of the healthcare industry, effective marketing can mean the difference between success and failure.
The first step in any successful marketing campaign is to identify your target market. Who are you trying to reach with your marketing efforts? Once you’ve answered this question, you can begin to develop a marketing strategy that will resonates with your target audience.
The next step is to create a strong branding strategy. Your brand is what sets you apart from your competitors, so it’s important to make sure that your branding is on point.Your branding should reflect the values of your organization, and it should be consistent across all of your marketing materials.
Once you have your target market and branding strategy in place, you can begin to develop your marketing mix. This mix will include the various marketing channels that you’ll use to reach your target market. Some common marketing channels in the healthcare industry include online advertising, direct mail, public relations, and events.
Finally, once you have your marketing mix in place, you need to make sure that you’re tracking your results. This will help you to see what’s working and what’s not, and it will allow you to make necessary adjustments to your campaign.
Marketing is essential to the success of any healthcare organization. By taking the time to develop a strong marketing strategy, you can ensure that your organization is on the path to success.
The healthcare industry is one of the most important industries in the world. It is responsible for the health and wellbeing of billions of people. Marketing plays a vital role in the healthcare industry. It helps to raise awareness of the importance of health and wellbeing and encourages people to take action to improve their health.
Healthcare marketing can take many different forms. It can be used to promote healthy lifestyle choices, to raise awareness of health risks, to encourage people to get vaccinated or to take up screening tests. It can also be used to promote the work of healthcare professionals and to encourage people to use particular healthcare services.
Healthcare marketing is a complex and challenging task. It requires a deep understanding of the needs and motivations of different groups of people. It also needs to be sensitive to the often sensitive nature of health issues.
The Impact Of Marketing In The Healthcare Industry
In a world where the average person is bombarded with over 5,000 marketing messages each day, it’s no wonder that healthcare marketers have to work hard to cut through the noise and reach their target audiences. But what exactly is healthcare marketing, and how does it differ from traditional marketing?
Healthcare marketing is the process of creating and executing a plan to promote a healthcare product or service. This can include everything from developing a new marketing strategy to creating and placement of advertising, public relations, and social media campaigns.
While the goals of healthcare marketing may be similar to other industries (increasing awareness, generating leads, boosting sales), the strategies used to achieve these goals are often very different. This is because the healthcare industry is heavily regulated, which means that healthcare marketers have to be very careful about the claims they make and the messages they send.
In addition, the healthcare industry is complex, with a wide range of stakeholders, including patients, doctors, insurance companies, and government agencies. This complexity means that healthcare marketers have to be very strategic in their approach, carefully crafting messages that will resonate with each of these different groups.
Despite the challenges, healthcare marketing can be extremely effective. When done well, it can help healthcare organizations to achieve their business goals, while also making a positive impact on the lives of patients.
If you’re interested in learning more about healthcare marketing, we’ve put together a list of resources that can help.
The healthcare industry is one of the most important and largest industries in the world. It is also one of the most complex and rapidly changing industries. This complexity is due to the many different types of products and services that are offered, the numerous regulations that govern the industry, and the constantly evolving technology.
The healthcare industry is also one of the most competitive industries. There are many different types of healthcare providers, from large hospital systems to small clinics, and each one is competing for patients. Marketing is a critical tool that healthcare providers use to reach and engage potential patients.
Healthcare marketing has evolved significantly in recent years, thanks to the growth of digital marketing and the rise of social media. These changes have made it possible for healthcare providers to reach a larger audience and to better target their marketing efforts.
Digital marketing in healthcare has a number of advantages. It is more cost-effective than traditional marketing methods, it is more targeted, and it provides healthcare providers with a way to track and measure results.
Social media is also playing a big role in healthcare marketing. It provides a way for healthcare providers to connect with potential patients and to build relationships. Social media can also be used to promote health awareness and to educate patients about healthy living.
The impact of marketing in healthcare is evident in the way that it is changing the way that healthcare providers reach and engage with potential patients. Marketing is no longer a one-way street; it is a two-way conversation. Healthcare providers who embrace digital marketing and social media will be well-positioned to succeed in the new healthcare landscape.
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