How Social Media is Changing Healthcare Industry Marketing

The sheer number of social media users should be enough to convince healthcare companies to start using the platform to reach their audience. However, there are other reasons to consider it, such as the platform’s purpose.

Here are some of the most common ways consumers use their social accounts: ʯ Connecting with others ʯ Reading news ʯ Sharing information ʯ Entertaining themselves

While many social media channels started as places for individuals to connect, today, consumers use them to learn, shop and discover. What makes healthcare social media such a valuable channel for discovery is the access businesses have to information.

Over half the world’s population is on social media, giving healthcare workers a powerful platform for reaching B2B customers and patients. Social media and the healthcare industry aren’t a new combination. Many medical businesses took to the platform during COVID-19 to educate patients in the middle of medical uncertainty.

Even though the height of the pandemic is over, healthcare companies are keeping up with their social media strategies because they see the value in this creative and personal platform.

In July 2022, 59% of the world’s population was on social media. The average time users spent on social platforms was 2 hours and 29 minutes. In America alone, 72% of adults use at least one social media platform.

When social media users and businesses create accounts, they share demographic and firmographic data. Social media uses this data to personalize each user’s experience by offering relevant insights based on that data.

For example, a consumer that visits healthcare businesses on social media is more likely to see healthcare-related topics on their feed.

Which Social Media Platform is Best for Healthcare?

You don’t need to market on every social media channel to be effective. Instead, consider these top channels for your healthcare strategy.

Facebook is the most popular social media platform, with 2.94 billion users. In the U.S., 69% of adults say they use Facebook. It’s a versatile channel for connecting with potential customers and educating your audience.

YouTube is the second most visited site, just under Google and before Facebook. Even though YouTube has 1.7 billion users, it sees 14.3 billion visitors monthly. On YouTube, you can reach your audience with creative long-form video content.

Instagram reaches an audience of 1.3 billion users. Through video stories and images, businesses can share quick snippets of information with an audience of patients and companies.

TikTok deserves an honorable mention because it has a higher engagement rate per post than Instagram or YouTube. In 2022, TikTok reached 1 billion monthly active users, including several notable healthcare TikTok personalities. The platform can be used to educate and connect through shortform video content.

LinkedIn is the top social media channel for B2B marketers. LinkedIn has 55 million business accounts and users who are key decisionmakers from leading businesses. Use the platform to share your thought leadership content and educational articles for a targeted B2B audience.

The following are five ways those social media channels are transforming healthcare marketing today with new social media marketing opportunities.

No. 1. Building Personal Relationships

Social media is a chance to turn business partnerships into relationships. You’ll also see greater brand loyalty when there are relationships between you and your customers.

Through social media, you can communicate with your customers and patients using comments and social chat. You can also interact with posts from related businesses to build brand awareness.

Cardinal Health shows another way to invest in building relationships. It regularly highlights its employees and customers. These personal stories and pictures put a face to the brand, focusing its business on people and solutions rather than medical supplies and sales.

No. 2. Motivating Actions

Healthcare companies are at the frontlines of medical battles as communities strive to diagnose early, find treatment, and raise awareness of diseases. Social media can be your battleground to fight for a healthier future and motivate change one patient at a time.

Johnson & Johnson uses its social platforms to raise awareness of common and rare diseases and help people seek treatment early.

No. 3. Reaching a Larger Audience

Social media advertising grew to $137 billion, overtaking paid search at $135 billion. Through social media’s more advanced algorithm, businesses can target a niche audience and reach more of their market. When more of your intended audience sees your ads, you’ll also see greater returns from your advertising investment.

One of the most popular forms of social media advertising is retargeting. 77% of B2B and B2C marketers use retargeting on Facebook and Instagram. Retargeting ads connect with leads and website visitors interested in your brand but didn’t convert yet.

No. 4. Connecting Directly with Patients

Patients are growing increasingly interested in their healthcare. Healthcare manufacturing businesses are seeing a rise in patients researching them directly instead of only connecting through healthcare facilities.

Social media allows traditional B2B healthcare companies to connect directly with end-user patients. Through this channel, healthcare companies can educate patients and provide resources so patients can make more informed healthcare decisions.

For example, patients know what new treatments or equipment are available on the market and can ask their primary care providers about these care options.

No. 5. Creatively Educating Your Audience

Webinars, blog posts, and email marketing are all highly effective at reaching your audience with educational content. However, marketers can see more results by diversifying their approach with more creative content.

Social media is a creative outlet that allows healthcare marketers to break away from the norm. For example, Doctor Mike on YouTube addresses trending health topics from a trained medical perspective. He takes TV shows, news stories, and social media claims and dives into what’s accurate and misleading in pop culture.

Share Moving Media offers the latest insights and trends in healthcare marketing. Use our leading news and resources to build a creative and highly effective social media strategy that perfectly complements your healthcare marketing campaigns. Visit sharemovingmedia.com for more information.