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Across industries, sophisticated organizations are now committing both time and money to their social media marketingcampaigns. But the healthcare industry (including hospitals, B2B medical manufacturers, and health clubs) has hesitated to embrace social media.
A survey of 1,060 U.S. adults by the PwC Health Research Institute found that one-third of respondents considered social media platforms appropriate for the discussion of healthcare. The Journal of Internet Medical Research found that 60% of adults surveyed used the Internet to access medical information. This is a major opportunity – it’s time to get ahead of the curve.
Here's how healthcare institutions can engage on social in a relevant, useful, industry-appropriate way.
In a study by Infinigraph, we measured the effectiveness of different posts made by healthcare companies, including hospitals, clinics, and health care foundations. We found that healthcare audiences engaged most with posts containing images.
Keep it Human, Keep it Useful
Some of the most engaged-with Facebook posts contain images, and all link to valuable content. These short posts link to larger articles which tell human interest stories, tapping into audience emotions, or provide useful health information.
A Few Best Practices for Healthcare Marketers
- Make your data available. Allow your ratings and reviews, as well as error rates within your database (if applicable) to be made public.
- Educate your employees on social media policies. Make the risk of violating the Health Insurance Portability and Accountability Act (HIPAA) clear, and prohibit posting inappropriate information about doctors or patients.
- Implement privacy settings. Be sure to safeguard personal information and content.
- Avoid using social media channels to communicate with patients on sensitive issues. Advise them on a secure, personalized server.
- Enlist at least one author, editor, or reviewer on every piece of content that you publish. Include references or links to the source of your content, and date it whenever possible.
- Include an “About Us” or “History” section on your website. Present information about qualified staff, services, and facility as well as your purpose, goal, or mission.
- Ask for audience feedback through surveys and questionnaires. Make your contact information easy to find, and encourage your audience to get in touch via email, Facebook, and Twitter. When they do reach out, respond promptly and thoughtfully.
Service Oriented