Video: How Healthcare Systems Win on Social Media

by Jason Skinner, Chief Marketing Officer - 12/11/19


As existing platforms evolve and new channels emerge, elevating your social media strategy is critical to keep your community engaged.

In our latest webinar, Jane Crosby, vice president of strategy and business development at True North Custom, demonstrates how healthcare leaders are leveraging Facebook, Instagram and other social platforms to humanize their brands and guide consumers on the healthcare journey.

Here’s a recording of the 30-minute webinar, along with highlights from the session below.

The Business Case for Social

There’s clear evidence that social media plays a key role in engaging consumers and guiding the path to purchase:
  • 42% of individuals viewing health information on social media look at health-related consumer reviews. (PWC)
  • 32% of U.S. users post about their friends’ and family’s health experiences on social media. (PWC)
  • 37% of consumers find purchase inspiration through the channel. (PWC)
  • 54% of social browsers use social media to research products. (GlobalWebIndex)

Where to Start?

Typically, health systems start with mastering Facebook as it offers the broadest consumer adoption within the target audience of female head of household. Facebook is also the most natural platform for sharing health and wellness content, heartwarming patient stories, quizzes and more. Finally, it’s relatively easy to build a following through great content and use of boosted posts to drive engagement.

Instagram engages the younger female demographic and is a great way to share health and wellness content. Cleveland Clinic is an excellent model here. 

Twitter has a strong use case within the healthcare professional environment—helping physicians and CEOs position themselves as thought leaders.

What to Share?

To build a following and find success with social strategies, having high value and quality content is critical. Posting frequency also needs to complement other marketing efforts and strategic priorities. Audience engagement is driven by a consistent and quality stream of information to interact with along with timely response to questions and/or comments.

The most successful clients we see have a blend of recipes and tips and tricks, patient stories, quizzes, and use intentional hashtags where it’s appropriate and relevant.

When it comes to design and photography:

  • Be consistent and true to your brand
  • Be intentional with your choices
  • Use custom photos when possible—consumers can tell when it’s stock, and engagement is much lower 

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Topics: Webinar Recordings, Digital Marketing

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