Looking for way’s to connect with your healthcare and wellness audiences online? Recently, Social Driver teamed up with Julie Garel and David Groobert of Pratt Street Communications to discuss exactly that. The secret? Our 3 C’s of social media and healthcare marketing: communities, conversation and content. But first, let’s frame the conversation a bit. Why does all this matter?
Why social media + healthcare and wellness?
With the rise of adults pursuing additional medical information beyond their physicians, it is imperative to get on the social media bandwagon. Prior to even booking appointments, consumers use many different platforms to get advice. In fact, 72% of internet users say they looked online for health information within the past year. Shaping the healthcare conversation online means getting in front of these consumers by addressing the 3 C’s: communities, conversation, and content.
To properly decipher the community of your business, you must first answer a few questions. Before making any moves, you must look to see if any communities have already self-organized around the issue or specific area of interest that you are pushing. If there are already pre-existing communities, pinpoint whether your audience is on public, semi-public, or private forums. Below are the necessary steps to ensure you master your community and understand the chatter.
- Identify the communities.
- Categorize forums as public, semi or private.
- Identify who the leaders in these forums are.
- What would you want to know about this audience that you currently do not know?
- What insights or details are challenging to find with your audience?
Now that you have chosen your communities, identify the terms your target audience uses. Once you have these terms, compare them to the terms you use along with your organization to discuss similar topics. Once you have looked at past terms, make sure you spell all of your new ones correctly and use appropriate language to align with your company’s strategy. A major tip for you would be to ask people outside of your field to look at your content to get an outsiders view on if it works. Follow these steps to learn how to go about conversing with your communities.
- Identify all terms and people of influence before creating content.
- Understand the patters of communication between both sides of an issue.
- Determine your key market with who you can actually influence and sway.
With communities and conversation come great responsibility…. just kidding, but seriously what do you do now? Content is extremely important for all businesses in every single industry. While keeping in mind The 6 E’s of Engagement, determine what content performs best with your audience on each platform that your audience is currently using. If you need a refresher, the 6 E’s are elevate, empower, entertain, entice, ease, and educate in regards to content. Look for milestone moments! You can do this by beginning with your organization’s objective(s). Then you must dig deeper and look for what you know and what you do not know about your consumers. This will allow you to create content that is aimed at the correct audience and community in an engaging manner.
Follow the 3 C’s of communities, conversations, and content to thrive on social media in healthcare and wellness. Looking for help with this? Let’s chat! firstname.lastname@example.org
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