Social media is no longer a choice in healthcare marketing. Whether you’re marketing a hospital, health system, physician practice or health plan, consumer engagement is key to your success.
Yet with constantly changing social media platforms and 24/7 response requirements, managing this important avenue of communication can be overwhelming, leaving many marketing professionals asking one question: “Is the dog wagging the tail or the other way around?”
Our advice: Develop a strategic plan with goals and tactics – and stick to it. Here are 6 steps for getting you started.
Step 1 - Define Your Goals: What is it you want to achieve with your social media efforts? Are you seeking to drive engagement with health & wellness seminar offerings? Increase community physician practice appointments? Or promote an upcoming event such as a 5K run? The more specific you can be with your goals, the easier it will be to measure and benchmark your success.
Step 2 – Define Your Target Market: Do you have the ability to segment your social media efforts by a specific demographic or service line? If you’re pushing a birthing center, you may want to focus individual campaigns toward young adult women. Another example: promoting your heart-health seminars specifically to seniors. Blanketing your social media platforms with broad messaging will fall flat, so spend the extra time on developing tailored messaging and calls to action for maximum ROI.
Step 3 – Research Your Competition: Take a close look at your top competitors. Identify ways that they are successful with their social media campaigns. And then focus on how you can do better.