Social Media – Why and How Should Healthcare Brands Use It

The healthcare industry is gradually making its distinct mark on social media. While healthcare marketers still use social media less often than the others, competition is increasing.  But what is it that makes social media so crucial for the healthcare industry? And if it is necessary, how can the average healthcare professional or brand use it to its benefit?

It’s time we answer these questions and understand the way social media is slowly rewiring our brains, especially on the healthful side of things.

Why is social media important for the healthcare industry?

It won’t be surprising to know that social media impacts the healthcare industry in a big way. After all, what industry does it not? Furthermore, the statistics found from years of study of social media and its impact on healthcare, help us understand why.

A research done by Demi & Cooper Advertising suggests the fact that 41% of people believe that while choosing a doctor, medical service or hospital, they are very likely to be affected by social media. It also suggests the rise in the usage of health apps. According to the research, about 19% of smartphone users have at least one exercise, diet, or weight app on their phones.

A similar research implies that 40% of people admit to get influenced by social media while dealing with their health. The same study suggests that consumers aged between 18-24 years, being early-adopters of social media, are twice as likely to engage in health-related discussions than 45-54-year-olds.

It is evident how social media, for better or worse, is the primary source of information for the audience today. Healthcare brands must utilise it to build an accessible brand identity. 

How should you be using it as a healthcare brand yourself?

1. Help those believing the “fake news”.

The statistics mentioned above are enough to tell you how social media has become deeply engrained in our lives. With that in mind do you realise how easy it is for so-called “health influencers” to spread fake news?

A trustful source like a healthcare brand like yours needs to counter this misinformation in today’s world full of fake news. Your real, reliable and authentic information will help the audience and make you immensely valuable for them.

2. Build the connection by sharing information.

Raise awareness amongst consumers – be it about health issues which are trending currently or about the various questions they have. Share about new technologies or methods that are helping the medical industry advance.  Do all this more through videos, because that is what is attracting people’s attention nowadays.

You can also use Facebook groups to provide your reliable views during health-related conversations. Sharing information regularly, telling them your story and empathising with the consumers, helps them connect with you. Doing this helps build a positive relationship which makes the consumer turn to your brand in case they ever need some health-care.

3. Market your brand.

For marketing purposes, you can share case studies of successful treatments with pictures and results (if the patient doesn’t mind). Along with that, you can share patient testimonials and surveys that help create a positive identity for your brand in the brains of the consumers. Also, consistently reminding your consumers of your services and facilities through social media is one of the key benefits.

The Key Takeaway

Social media has become an undeniably crucial aspect of our lives. We must understand its roots. We need to understand that it brings with it real, good, bad and fake information. As part of the healthcare industry, we can not only utilise it to our benefit by making our brands more visible and thus more profitable but also to improve lives by creating health awareness and being accessible for the consumers.

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