Social media marketing in healthcare is increasingly present in people’s daily lives, allowing everyone to come together and communicate.
For some time now, we have seen the same happening in the day-to-day of companies in general.
The production of patient-focused content is a challenge that is already part of the discussions of every healthcare marketing agency that is concerned with engaging the population in healthcare.
For organizations and healthcare professionals, social networks represent a means of communicating with the patient and sharing information and a great digital marketing tool, allowing them to reach countless potential clients and patients.
Advantages of using digital media in healthcare
Acquire new customers and patients
The marketing strategies used in the health market were once a very contradictory subject. However, nowadays, it is certainly not the case.
Social media marketing can be a great communication channel with the external public, which can be used to disseminate updates on the institution’s activities, news and market trends, and information sharing.
In this way, your reputation and recognition can increase and make new people come to the institution when necessary. Medical care should be provided through social media marketing.
brand recognition
The presence of the clinic or hospital on social networks makes it seen by a greater number of people who may be potential clients or patients of the institution.
Generate traffic to the institution’s website
Social media can serve as a way to spread the content of the healthcare institution’s website, driving more traffic to it.
Better site positioning in search engines through SEO
SEO (Search Engine Optimization) is a text construction practice that optimizes your content with online searches and makes it easier for your brand or company to be found and remembered by those looking for the subject.
Instagram is the most used image-sharing social network today.
Following other institutions, companies outsourced to your institution and patients are good strategies to get new followers. And don’t forget to put the institution’s contact.
The use of Facebook is very similar to that of Instagram, but in addition to images, larger texts and more complete articles can be published.
Twitter is a slightly more restricted social network, as posts must have a maximum of 140 characters.
Use it to publish news from the institution and publicize new posts or updates on your website. And just like on Instagram, follow profiles of other institutions, professionals, and organizations related to the health sector.
LinkedIn is a professional social network. In addition to posting updates to your profile, join health-related groups and build connections with employees and other healthcare professionals.
Publish presentations, videos, and infographics to highlight experience and credibility, and add content to your profile, like a portfolio.
In no way can a healthcare professional make consultations or even give any opinion about patient cases through social media marketing.
Privacy
Cases or images of patients treated at the institution cannot be published on social networks or websites without their knowledge and authorization. And even with such knowledge and approval, one should not show one’s face or divulge the patient’s name.
There should be some privacy policies in place in the institution regarding the use of social media, as the breach of confidentiality jeopardizes the public’s trust in the professional or institution.
Conclusion
In this way, we saw that the use of media by institutions and health professionals has two sides, both the good and the bad, but that if used correctly, the goodwill prevails, and the engagement with the external public will increase, bringing benefits for the organization.
Please tell us if your institution is already part of social media! If yes, which ones? How do you use each of them? We will be happy to hear about the benefits they bring to your company!
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