The role of social media engagement in healthcare marketing has grown significantly since social media is now the digital townsquare of the world. Even though healthcare marketing doesnâ€™t involve promoting products and services, it uses social media to spread awareness. In a world thatâ€™s more connected than ever before, many serious health conditions are prevented over awareness programs run on social media.
This is one of the primary use cases of how healthcare marketing leverages social media. Letâ€™s explore the other healthcare social media marketing strategies that are commonly used and discuss the various healthcare social media case studies.
Healthcare Social Media Marketing Strategies & Success Stories
- Spreading Awareness
Spreading awareness is the one of the most commonly used social media marketing strategies for healthcare marketing. In business thereâ€™s a common quote, which says, â€śbe where your customers are.â€ť While in healthcare there are no customers, but for something as important as healthcare, it is important to be present where people are.
Not to sell them anything, but to spread awareness. In the 21st century, a lot of health risks are combated using social media. Using awareness campaigns people are made aware of possible risks and as such cumulative knowledge increases about health hazards, improving the health and lifestyle practices of entire generations without having to step foot outside.
Imagine a world without social media where a pandemic like the COVID-19 pandemic would arise. The way information could be spread on the internet, it helped people learn what not to do easily without leaving their house. This helped protect many people even when they got the virus as the information on how to manage your symptoms was easily available on the internet. This is one of the best examples of how healthcare marketing spread awareness and helped practically every person in the world that uses the internet at a very crucial time.
- Answering Medical Questions
Just like websites have FAQs, social media can be used to answer real life questions fans have about health and healthcare. This is a great way to interact with the community and create a following around your social media presence. You can even have professionals create video answers to questions people have on the internet. This is a great way to create valuable video content for your viewers.
If you are active on the internet, you would know that WIRED is a publication that does this quite often. While they are not a healthcare organization, they have videos made by licensed healthcare professionals answering questions by real people on the internet. This helps create awareness in a fun way.
- Creating Healthy Trends
Social media trends are the talk of the town for as long as they exist. In this ever changing landscape of memes and trends, healthcare marketers have been able to make their mark as well. The campaign â€śStachie Contestâ€ť was very popular on Facebook and the goal of it, which was to raise awareness for men's health issues, became a conversation starter for many.
There are other examples of healthy trends being created by healthcare marketers such as the â€śWe Dare Youâ€ť campaign that was run by UnitedHealthcare. The campaign focused on daring the social media followers to create healthy habits and take on healthy dares that would improve their lifestyle and diet.
This was a very successful campaign, which helped improve the brandâ€™s recognition online and also help people document their journey towards healthy habits, which inspired many others to do the same.
- Expanding The Reach of Medical Information
Whether it is by livestreaming important health discussions and conferences or by creating podcasts and other types of online content that makes people interested and discuss health, healthcare social media marketing helps expand the reach of medical information. Today there are more educated patients than ever before and that is because of how readily available medical information is on the internet.
This has also let healthcare marketers who take time to verify the information they post gain more credibility on the internet. So, social media has not only helped expand the reach of medical information, it has also helped reduce the impact of misinformation on the internet.
- Highlighting Hope
Lastly, one of the unique features of the healthcare industry is that it deals with the lives and hardships faced by real people. Often a diagnosis can be life changing for individuals and not always for the good. Highlighting hope is one of the things healthcare marketers have done on the internet that has helped millions of people across the world cope with their conditions.
From helping patients share their stories of surviving difficult health conditions to showcasing incredible patient stories, highlighting hope is one of the best ways to empower patients on the internet. This is all the more crucial today when people are more connected on the internet than in real life.
A great example of this strategy being executed perfectly is the New York Presbyterian Hospital and their â€śPatient Storiesâ€ť campaign. They highlighted the incredible stories of their patients on how they survived and how the hospital helped them. Similarly, another example for this is the â€śYou Have Usâ€ť campaign by Dana-Farber Brigham & Women's Cancer Center. This campaign focused on sharing hope with cancer patients that even though the patientâ€™s have cancer, they have the hospital by their side, who will be with them until they beat the disease.
These are some of the best examples of healthcare marketing leveraging social media to create meaningful change around the world. To learn more about healthcare marketing and how you can use it to improve your online presence, check out Comhes. As a dedicated healthcare marketing agency with over two decades of experience, we can help you understand healthcare marketing on every level from digital to outdoor. We also offer end-to-end services that are catered to helping you improve your online presence and get more people to avail your services. Check out our website and contact us today to learn more!