10 Best Practice Techniques for Healthcare Brands Using Social Media

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1. Know what platform suits what audience

If you’re marketing a new treatment for Alzheimers Disease to carers and healthcare providers who are over 40, you may want to consider a more traditional channel for delivery of this information. Social media like Twitter is generally more suitable to people aged below 40. Conversely if you’re trying to reach research students in healthcare, then Twitter may be the perfect platform for communicating with them. The same applies to all the other social media platforms.

2. Don’t pitch your goods and services

Social media isn’t for promotion of your healthcare brand if you happen to be touting goods and services. This is a place for building an online community, solidifying brand reputation and positioning your brand as a thought leader. This should be a place where people can find valuable information easily and quickly and also as a point of contact for the brand. Social media is yet another avenue for users to get in touch with your organisation.

3. Humanise your organisation

Bring your organisation’s stories to light using social media. Share people’s passions and their lives with relatable stories that people will like and respond to.

4. Don’t repeat the same message on multiple platforms

Otherwise why would someone like or follow your organisation on Facebook and Twitter if you’re only repeating yourself?

5. Use the rule of thirds

This is a good way of going about your healthcare social media. Share only between 2-3 posts per day.

  • 1/3 of posts should be about your brand.
  • 1/3 of posts should be about your industry, with content from an outside source.
  • 1/3 of your posts should be personal interactions.

6. Always use a call to action or hook

This is important as a compelling question may mean that the user will click through to the website to find out more.

7. Visual content is vital

Photos and video are the most successful types of content on social media. People become invested and engaged with social media through visual content. Analytics backs this up. It’s worth your time and energy to create beautiful images, quotes and infographics.

8. Don’t ignore social media complaints

Be transparent and authentic in your dealings with people on social media. Consumers just want to be heard. Social media is a 24/7 channel and people will expect brands to reply promptly.

9. Remember Social media is a conversation – not a one way street

You’re not putting content out there to a captivated audience. You need to give back in terms of comments, responses and valuable feedback. This will build the audience.

10. Align your social media messages with what’s happening in the wider world

For example if it’s Huntington’s Disease week or Heart Disease Week and that’s relevant to your brand, write and share content around this and then hashtag it.

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