Based on experience working as a healthcare social content manager during the COVID-19 pandemic, here are a few takeaways and lessons learned.
Social media trends evolve at a fast pace. Don't let emerging social media platforms intimidate you. It is important to understand them, as well as evaluate if they fit with your marketing goals.
See why healthcare brands are incorporating video into their social media strategies and get recent examples of social media videos from healthcare brands that demonstrate how the approach to social content can be adopted by organizations of any size.
Twitter chats hosted regularly by healthcare organizations can raise awareness of important health issues. Here are a few strong examples of how healthcare organizations can pursue thought leadership and establish connections with patients and members by putting their expertise into a format that works for and engages a social media audience.
Authors of a recent social media study, which named Media Logic client UCSF Imaging a top Twitter account, make the following recommendation: “More departments are encouraged to take advantage of [Twitter] to engage colleagues in radiology and other medical specialties, their patients, the media and the general public.”
Right now, since telehealth isn’t covered by many health plans, it can be a point of differentiation in a time of great competition in the healthcare industry. As a result, Anthem not only directly promotes its telehealth benefit via its websites, but also works to educate its members (and others) about telehealth via several other channels.
Though not without problems, new technologies point to solutions for healthcare communications beyond print discharge papers. And the good news is not all of them require investment in a mobile app. Many existing digital and social tools already have the potential to assist with communication that can reinforce physician instructions and clear up confusion and, as a result, have the potential to avoid unnecessary readmissions.
As patient data gets digitized and analyzed in an effort to improve medical services and outcomes, bad data can be an obstacle to the best care. Enter Facebook. Ever heard of it? That’s tongue-in-cheek, of course, but have you considered the popular social network as a resource for quality healthcare?
If you’ve invested in creating a robust liker base for your hospital’s Facebook page, you may be thinking, “What now?” And if you’re just getting started with marketing providers and services via Facebook, you may be thinking, “Why bother?” Take heart.
Trustworthy (or not) and accurate (or not), consumers are using online reviews at least in part to select their healthcare providers. And as more “shopping” behaviors are adopted in healthcare, these reviews can be perceived as measurements. But what is being measured? Outcomes? Costs? Bedside manners? Patient satisfaction does not necessarily equal quality care.