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Guide Get Social: How to Use Social Media for Healthcare Marketing

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On the consumer side, marked the first time more than half of firms The goal was to raise product awareness through product sampling. The campaign brought in 10, leads. But they are searching for information on the internet and for experiences within social media. People need a reason to follow and engage with you online. Valuable content that educates and informs is a great reason. For example, the Mayo Clinic creates regular social videos. Recent examples include skiing safety, allergies, and making healthier pancakes. The videos regularly rack up more than 10, views. This one, on the rise of e-cigarettes, has been watched more than 20, times.

Top 5 Ways Social Media is Used by Healthcare Professionals

The information needs to be credible, of course. And true. But you can get creative and entertaining if that makes sense for your brand. Make sure the tone you use is appropriate for your brand personality. But it would be very jarring if they exchanged styles. Effective use of social media in healthcare requires a strong voice. Think your healthcare product or organization is too boring? Think again. Otherwise, you may not know when people leave negative posts about you on social networks. Of course, social listening is about much more than addressing negative posts.

KevinMD: Doctors and Social Media

It also allows you to track conversations relevant to your field. Those conversations can help you understand how people feel about you.

The Role of Social Media in Healthcare

You can also learn how they feel about the competition. You might even identify new ideas that help guide your marketing communication strategy. Healthcare social media accounts are subject to some pretty strict rules and regulations. One of the best-known examples of social media and healthcare clashing in the eye of authorities involves Kim Kardashian. She endorsed the morning sickness drug Diclegis in an Instagram post. Her post contained a link to risk information and limitations of use. But, the FDA determined this information needed to be within the post itself.

After a stern FDA warning, she had to replace he post.


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CorrectiveAd I guess you saw the attention my last morningsickness post received. For US Residents Only. Diclegis is a prescription medicine used to treat nausea and vomiting of pregnancy in women who have not improved with change in diet or other non-medicine treatments.


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Limitation of Use: Diclegis has not been studied in women with hyperemesis gravidarum. Important Safety Information Do not take Diclegis if you are allergic to doxylamine succinate, other ethanolamine derivative antihistamines, pyridoxine hydrochloride or any of the ingredients in Diclegis. You should also not take Diclegis in combination with medicines called monoamine oxidase inhibitors MAOIs , as these medicines can intensify and prolong the adverse CNS effects of Diclegis. The most common side effect of Diclegis is drowsiness. Do not drive, operate heavy machinery, or other activities that need your full attention unless your healthcare provider says that you may do so.

Do not drink alcohol, or take other central nervous system depressants such as cough and cold medicines, certain pain medicines, and medicines that help you sleep while you take Diclegis. Severe drowsiness can happen or become worse causing falls or accidents. Tell your healthcare provider about all of your medical conditions, including if you are breastfeeding or plan to breastfeed.

Diclegis can pass into your breast milk and may harm your baby. You should not breastfeed while using Diclegis. Additional safety information can be found at www. Visit www. But you might want lawyers or other compliance experts to review posts before they go live. This is especially true for major announcements or posts that are particularly sensitive,. However, social media also represents an important opportunity to answer common patient questions and provide accurate information in a space flooded by false and often dangerous content.

As smartphone usage continues to rise, increased access to information and the exchange of knowledge is transcending geographical barriers. Technology is already empowering patients to become more informed about their own health. While building these products remains important, the majority of people still do not get their information on medical websites or platforms.

This often means posting relevant, usable content directly on the channels patients frequent. Text, though a useful medium, diminishes in value compared to multimedia content which can engage a wider audience. Infographics and well-timed informational posts make a big difference in who sees your content, how they engage with it, and its impact.


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Videos, patient stories, graphs, interactive quizzes and how-tos are all seeing success reaching both tech savvy and digital novices alike. Now is the time to get involved in this space to see the greatest impact. The growing demand for accurate and accessible content provides an opening to engage patients and develop credibility. Manage your social media presence and present your beliefs, products, and services deliberately.

Search engines drive nearly three times as many visitors to hospitals as non-search visitors. Takeaway: Healthcare professionals who are not using social media as part of their marketing strategy are losing potential patients. Like content marketing, online branding for healthcare organizations requires deliberate strategy, knowledge of your target audience, and the ability to work within multiple channels to build digital authority. One of the benefits of using social media in healthcare is that it offers unmatched opportunities for collaboration between physicians and patients on policy changes and issues facing modern medicine.

The majority of practicing physicians currently use social media in their professional lives. However, this only paints half the picture. By definition, social media encourages dialogue; a two-way conversation. Social networks that facilitate doctor-patient or hospital-patient communication give patients a voice and allow hospital systems to proactively manage patient relationships. These social channels also enable collaborative communication between varying interest groups, including researchers and regulating agencies, paving the way for consensus-based decision-making.

This brings us back to the necessity of using social media for monitoring and listening: being well informed before making funding, investment, or planning decisions is crucial.

Social Media in Healthcare: A Surgical Guide for Marketing Professionals

The public is already engaged online, seeking solutions and community support for chronic health issues. This vast, user-generated content is both a useful resource for healthcare organizations looking to engage these audiences AND a framework for customer-centric policy-making, further building trust between patients and care providers. Takeaway: Wherever possible, take advantage of the flexibility and communicative power of social media, creating channels for dialogue and genuine connection between your organization and its audience.

Whether you do this through the creation of apps or by enabling policies encouraging patient-doctor communication, the end result will be more effective patient care. As customers increasingly take to social media, hospitals should follow their lead. And while many Americans already rely on the internet for health information, the potential for online engagement in health research and policy remains unrealized. Healthcare professionals and the organizations they serve must develop new healthcare social media strategies and policies to use these communication channels effectively.

It will help engage patients, build brand loyalty, and ultimately produce a better-informed, more empowered patient. Sign up for the Healthcare Weekly newsletter to stay up-to-date on the latest in:. Work Email. Other healthcare facilities are encouraged to implement strict policies and guidelines for what employees are allowed to post on social networking websites. There is a variety of ways that healthcare managers are utilizing social media to enhance their services and provide patients with accurate medical information. Here are the top ways professionals in the field are using social media:.

Social media is intended to provide individuals the ability to access information quickly and communicate with others. Healthcare organizations utilize these tools and websites to share information with consumers in a variety of ways such as sharing general information about flu shots and tips to avoid a cold. Sharing news regarding outbreaks or health hazards is an effective way for healthcare facilities to provide accurate information to patients.

It is important to note that all patient specific information requires permission along with a signed release. Other forms of sharing information through social media include:. Another effective way that healthcare managers utilize social media is by spending time evaluating their competitors to get an insight into the services they offer and overall patient satisfaction. By taking a look into different practices and their social media involvement, professionals have the ability to mimic these methods to enhance their own. Some organizations will do better through social media; providers can determine whether or not they need to take more appropriate action to quickly respond to patient requests and improve customer service.

To gather feedback and improve quality, social media interaction can provide doctors and physicians with immediate responses from individuals to help understand common reactions to medications, as well as overall consensus from patients on new techniques in the industry. Using this information that is readily available on social media allows for healthcare organizations to learn from patient reactions and adjust accordingly. By following feedback on these sites, healthcare professionals also have the opportunity to evaluate the possibility of additional services in the industry.

Some healthcare organizations have begun to utilize social media channels as part of their training process. During presentations, trainees are encouraged to use certain hash tags on Twitter or join other groups to engage one another to make training processes more enjoyable and interactive.