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9 Social Media Trends that Could Impact Healthcare Marketers

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Are you wondering how consumers are using social media?

Would you like some insights to help your healthcare business better understand people’s social habits?

In this article, I examine a recent report published by Edison Research focused on people’s latest social habits. These findings provide useful insights about consumer behavior and how your healthcare business can respond.

Here are 9 of the most interesting findings from the study.

#1. Almost 58 million Americans have the ‘social habit’

A social habit is the tendency to use social media sites several times a day. By mid-2012 the number of Americans with the social habit had risen from 18% in 2011 to 22% (approximately 58 million people).

A similar study by NM Incite provides further insight as to why people use social media. 89% do it to keep in touch with friends and family, 67% for entertainment, 66% to learn about products and services, and 48% for career networking.

Key Takeaway: As consumers invest more time on social media sites, try to find new ways to connect and engage with them throughout the day. For example post a short question on your Facebook page in the morning; a helpful article in the afternoon; and an interesting photo or brief video in the evening. And don’t forget weekends.

Remember too that consumers are interested in learning about your products and services so showcase them using appealing images and keyword-rich descriptions. Also consider introducing an e-commerce experience on your Facebook page.

#2. Twitter continues to draw new and more engaged users

Twitter continued to draw new users by impressive numbers. 23% of consumers surveyed joined Twitter six months before, 30% joined less than a year before, and another 25% joined less than two years before. The study also showed that engagement levels among Twitter users rose from 69% in 2011 to 76% in 2012

Key Takeaway: New Twitter users will not know whom to follow right away. Make it easy for them to follow your business by tweeting useful resources and thoughtful tips that answer their questions, rather than tweeting promotional content. This will also help establish you as a thought-leader in your category particularly if your tweets are focused mostly on a specific health topic.

#3. 4 in 10 Americans hear or read about ‘tweets’ every day from media

The study found that 43% of Americans hear or read about “tweets” almost everyday in the media. Another 16% hear this term regularly but not daily. TV shows such as CNN’s ‘AC 360’ and ‘Piers Morgan Tonight’ are known for promoting and extending conversations to their Twitter platforms.

Key takeaway: Every day TV audiences are being heavily exposed to Twitter and the idea of tweeting. If your business advertises on TV (or is thinking about it), be sure to encourage your audience to take the conversation online, in the form of tweets. Don’t forget to give viewers a unique hashtag to distinguish your brand. To get your creative juices flowing take a look at this stunning TV ad by American Express with numerous mentions of “tweets” and ‘Twitter”.

#4. Brand-following behavior doubles

This was an interesting discovery. Turns out that social media users are more interested in brands than ever before. In fact brand-following behavior on social media sites increased by a respectable 17% in the last two years, and by 8% from 2011 to 2012. It is likely that this trend will continue on the same upward path.

Key Takeaway: According to Hubspot the top reasons why users follow brands are to get free offers and deals, because they are existing customers, for interesting or entertaining content, and because their friends are fans of the brand. Make sure that the offers you make on your website (e.g. free research reports, Webinars, or product giveaways) are also promoted on your social media channels. Be creative and change up your offers every so often to keep things fresh and your fans engaged.

#5. Facebook is dominant platform for following brands

A whopping 79% of consumers prefer to connect with brands on Facebook while only 9% prefer Twitter for brand-following. Why Facebook?

  • Facebook is a familiar space. Consumers already spend a lot of time there connecting with friends and family. Therefore it is a small effort on their part to connect with brands.
  • Secondly Facebook users are heavily influenced by their friends. If a friend likes a brand, they too will like a brand (remember birds of a feather!).
  • Finally Facebook offers a more user-friendly and visually interesting interface than other platforms. This allows brands to leverage offers, giveaways, contests and other entertaining content in a more appealing way.

Key Takeaway: To increase the number of your Facebook fans, consider offering free gifts and entertaining content (or a combination of these). Otherwise you could also reward loyal fans and attract new ones by providing real value (i.e. 50% off or more, not 5% or 10% according to Dave Kerpen of Likeable Media). Again don’t forget that contests and sweepstakes create a lot of excitement and energy since the idea of shared opportunity spreads fast on Facebook.

#6. Young Facebook users have lots of friends

Notice from the graph that 18 to 24-yr old Facebook users have the highest number of friends while more mature users have fewer friends. Keep in mind that birds of a feather flock together and so, friends of fans tend to behave like actual fans on Facebook.

Key Takeaway: To increase your brand’s visibility on Facebook don’t just target your fans, target their friends as well. Develop personas (or profiles) of your target audience and identify their demographics, interests, pain points, social behavior, etc. This information will help you to create content that is highly optimized for them. Then create messages that are sharable e.g. promotions that require voting (if a fan votes, their friend will be persuaded to vote as well!). The idea is to get high visibility on your fans’ newsfeed thus encouraging interaction with their friends as well.

#7. Only one-quarter of social networkers use “daily deals” sites

Generally the American population is not crazy about daily deals services such as Groupon or Living Social and only 23% of social networkers are registered users of these sites. Numerous sources suggest that there’s a lot of buyer remorse associated with Groupon. But now Amazon and Google have a grabbed a piece of the daily deals business. It’ll be interesting to see how consumers respond to these brands over the next twelve months.

Key Takeaway: Unfortunately the entire Groupon business model has long been held in question. But from the consumer’s point of view, everyone still likes a good deal. If you’re using Groupon, Living Social or a similar business model, make sure there is a profitable return for your healthcare business. Otherwise you may want to re-evaluate your goals to check whether this kind of model is still a good fit for you.

#8. One-third of social media users are ‘silent’

Most people like to engage (post status updates) on social media sites. However 34% of users are silent for various reasons. According to TopRank Marketing Blog some are lurkers (those who just sit tight and absorb information), while others are newbies who haven’t quite honed their social skills.

Key Takeaway: Silent users such as lurkers and newbies may not interact with friends or brands, but they are listening and can be valuable connections for your business. If you notice lurkers among your followers, try to reach out directly to them via direct messages. They’ll be more likely to respond if you rouse them with a thought-provoking question or comment.

Also the usual best practice of sharing tips and tricks, and other helpful content can also help to draw out newbies. As they start to figure their way around, they’ll remember you for helping them along the way.

#9. Check-in frequency declines

Both Gowalla and Foursquare saw sharp declines in user activity in 2012. In fact 57% of users said they ‘almost never’ check in. Of course Gowalla shut down in early 2012, but even with Foursquare still open for business consumers started to opt-out of the check-in craze due to privacy concerns according to a study published on Mashable. Others did not consider badges or upgraded status to be sufficient motivation to check in.

Key Takeaway: If you use location-based marketing to promote your medical practice try using a combination of specials and discounts (on select products) to encourage more patients. Because people are concerned about privacy and safety issues, your organization will have to offer unrivalled deals in order for people to give up their location.

Final Wrap-up

Healthcare marketers have a great opportunity to respond to these findings by developing strategies that appeal to changing consumer habits. Continue to focus on Facebook and Twitter as these platforms draw in new users. On the downside be careful about using daily deals and location-based marketing since consumers are apprehensive about these services.

Over to you: Which of these social habits did you find most interesting? Please tell us why you think so and share your thoughts below.

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healthcare marketing

The Top 10 Healthcare Marketing Strategies

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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.

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healthcare marketing

The Importance Of Marketing In The Healthcare Industry

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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.

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healthcare marketing

The Impact Of Marketing In The Healthcare Industry

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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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