Aristotle says "MAN IS A SOCIAL ANIMAL...

Social media is no longer a marketing afterthought for companies and organizations. Every major brand is present across the major social media platforms, but healthcare has lagged. Why is this?
Digital marketing in healthcare
Part of poor Social Media Marketing in Healthcare is a lack of understanding about what this medium encompasses and how it integrates with current efforts. Part of it is a fear of how it affects patient privacy and compliance with regulations such as HIPAA.

What many healthcare organizations don't realize is that obstacles in hospital digital marketing are all easily overcome and shouldn't stand in the way of building up social media strategies.
While many businesses cut back on advertising during a recession, plenty of research suggests that businesses should spend more on advertising during those times because consumers continue to watch ads. Thus, there's this lovely void of which businesses can take advantage.

Research reveals that 60% of social media users are the most likely to trust social media posts and activity by doctors over any other group.
Why am I telling you this? Because right now, the social media landscape in the healthcare industry is a bit like a recession—there aren't very many players in the game, and, quite frankly, the bar for doing it well is set pretty darn low.
Impact of social media on healthcare industry
Of course, before you begin any healthcare social media marketing campaign, always remember that to comply with HIPAA regulations, as well as medical ethics codes, you must protect the privacy of your patients at all times. 
In your hospital branding strategies, don’t share any information about patients, or information that could potentially identify patients, such as physical descriptions or mannerisms, etc. With that in mind, here are four ways that healthcare organizations — from patient-facing to B2B — should be using social media.

1) Give Your Organization a Voice

Healthcare companies can come across as a bit sterile, which is great when they're talking about the cleanliness of the equipment, but not so great when communicating with patients and the public.

Use social media as a way to interact and engage with your patients or customers. Show a bit of personality. Humanize your organization. Respond to reviews and inquiries.


Research shows that parents are more likely to seek medical answers online, 22% use Facebook and 20% use YouTube. Of non-parents, 14% use Facebook and 12% use YouTube to search for healthcare related topics.
Healthcare social media marketing is a great way to spread the word about public health issues. Think about unique campaigns that you can run to raise awareness of an issue, such as ALS Ice Bucket Challenge. 

You want to limit self-promotional posts and instead focus on ways that you can help your audience since this is not about selling a product or a service.
Remember, there's a lot of misinformation on the Internet about health and fitness—think about ways in which your organization can combat this and use social media to positively impact patients and the public.


Americans spend more time online than we do sleeping each day. It's kind of a no brainer, then, that advertising online is a good way to reach your audience. Plus, as I mentioned above, not too many healthcare organizations are buying up ads, so the cost to play may be lower than it is in other industries.

Mayo Clinic’s podcast listeners jumped to 76,000 in one month after the clinic started using social media.

Use social media hospital advertising to raise brand awareness for your organization, or to drive leads towards premium content downloads so that you can nurture them into becoming patients or customers. Your social media ads need to be relevant, well-written, and accompanied by an image that will grab your audience's attention.


Popular social media channels
The sky is the limit here — video tutorials for how to use at-home healthcare monitoring devices, product demos for equipment that you're selling to hospitals and infographics with tips and fitness exercises for wheelchair-bound patients.

As per a recent survey, 18 to 24-year-olds are more than 2x as likely than 45 to 54-year-olds to use social media for health-related discussions.
No matter which industry segment your healthcare organization is in, whether it's patient-facing or B2B, whether you're a company selling state-of-the-art stethoscopes or a hospital performing cutting-edge surgeries, you have something unique to offer your audience. 

When it comes down to hospital digital marketing, this is what will get you shares, likes, retweets, and favorites. 

31% of healthcare organizations have specific social media guidelines in writing.
Hospital digital marketing isn't so scary once you get started. If it helps, monitor other healthcare companies on social for a month or two first. See what they post. Make notes of what resonates with you and what feels a bit off.
As per Fluency Media, 30% of adults are likely to share information about their health on social media sites with other patients, 47% with doctors, 43% with hospitals, 38% with a health insurance company and 32% with a drug company.
From there, you can build your voice and start engaging with your audience on social media. Trust me, like those businesses who run ads during recessions, your healthcare organization will be reaping the rewards of healthcare social media marketing for years to come.


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