In January 2020, almost 4 billion people worldwide were on social media. This way of connecting with the community is going nowhere. In fact, with covid-19, we only saw an increase in users and pivots from businesses to stay relevant as in-person interactions were put on hold. The medical community MUST have a presence in the digital world. People often search for recommendations, and that includes wellness, pet care industries, personal services such as esthetics and YOU - healthcare providers.
Social media has turned into a platform where you need to stand out but also a place where you can connect with loyal and long-term patients.
The healthcare industry has a unique set of rules that must be followed, but don’t let compliance guides deter you from posting! You can eliminate liabilities by setting really clear social media policies, procedures, and mitigate potential violations through training and educating your entire staff.
Our Diagnosis For Your Social Media Channels
To avoid running into any issues, your best bet is to develop a content strategy that focuses on the following:
Introducing members of your medical care team
Offering general information about common ailments or pre- and post-operative care
Communicating during times of crisis— like healthy habits during this pandemic
Providing updates on new technologies, breakthroughs and research
Storytelling contest, sweepstakes or giveaways (more information below)
According to Sivan Young, Manager of Digital Communications at Sunnybrook Hospital in Toronto, “Our content strategy is more about brand awareness,” Young said. “We’re not trying to drive people to our website for money. We’re trying to drive health education and patient engagement.” We think that is the #perfectmarketinggoals!
So What About Contests?
Sweepstakes, contests and giveaways are popular marketing tactics in the digital world. Healthcare providers will have to adjust their strategy to avoid looking like they are forcing people to come to their facility, which is a violation of many healthcare compliance guides.
Instead, use this as an opportunity to get more creative ad learn about your patients. Kory Swanson, Director of Marketing and Communications at the University of Colorado Health, focuses on storytelling for their contests. They see it as a chance to learn about the community and its impression of the University of Colorado Health.
The overarching purpose of social media in healthcare is to improve the patient experience and form a “customer-centric relationship” with followers. There are tons of opportunities for educating the public, creating a sense of community and using your social presence as a force for good. Hopefully, this post has given you directions and inspiration for what you can do for your social media feed.
Need Some Assistance, STAT?!
Reach out to us at firstname.lastname@example.org if you’re ready to strengthen your social media strategy.
Source: Sprout Social