Healthcare and PR

The Impact Of Social Media And PR For Healthcare Businesses

Jun 25, 2023 | DAE & Company, Marketing

In today’s digital age, social media platforms are an integral part of our lives when it comes to communicating, gathering information, and making decisions. In fact, there is much more to social media than the ‘social’ aspect. 

DAE & Co. has witnessed the power of social media as an online business marketing tool. Integrating thoughtfully curated digital content into our clients’ campaigns has allowed us to transcend industries and demographics with every click, comment, like, and share. So it should come as no surprise that healthcare companies with the insight to implement effective social media and public relations strategies reap plenty of benefits. Here are some of the main ones every healthcare business should keep in mind.

Trust and Credibility

In the healthcare industry, building trust and credibility is a top priority. Patients want to know they can depend on their healthcare provider to give them the best medical advice and the highest quality of care. By actively engaging with patients and the general public via social media channels, healthcare companies can humanize their brand by showing their commitment to prioritizing the patient. 

Statistic: 80% of internet users search for health information, and almost 50% would like information about a specific doctor. 

Source: Medical GPS

Takeaway: It’s crucial to put a face to a name. Give patients the opportunity to get to know the healthcare provider. In addition to consistently sharing educational content, it’s equally as important to share doctors awards and recognitions, expert opinions they have offered within their disciplines, and success stories that demonstrate a dedication to the wellbeing of their patients and society as a whole. 

Maintaining authenticity within the messaging is also key. People don’t want to feel like they are being sold to in general but especially when it comes to their health. As qualified as a healthcare provider may be, patients want to know that the ‘caring’ component is genuine. 

Patient Engagement

Social media platforms allow healthcare companies the opportunity to meaningfully engage with their patients and encourage them to take an active role in their own health. Interactive campaigns — such as patient stories and live Q&A sessions — are a great way for healthcare businesses to facilitate conversations, address concerns, and provide a supportive online community for patients. These are prime examples of ways social media can strengthen the patient-provider relationship through an added element of connectivity and transparency. 

Statistic: 60% of doctors say social media improves the quality of care delivered to patients. 

Source: Demi & Cooper Advertising and DC Interactive Group

Takeaway: It’s not only the patients who value transparency and authenticity. Doctors also recognize the value of social media to spur important conversations that lead to an improved quality of care. 

According to EMR Thoughts, two out of every three doctors are using social media for professional purposes, often preferring an open forum as opposed to a physician-only online community. This only further supports the above mentioned observation that social media is setting a new standard for transparency within the healthcare industry. Don’t make your patients feel as though they’re in the dark by staying in the dark ages. Make your doctors’ and healthcare providers’ presence known by joining in these highly sought after online conversations.

Another healthcare marketing tactic to consider is creating a health-related app that focuses on your specialty. A vast amount of smartphone owners have at least one health app on their phone — exercise, diet and weight management apps being the most popular. If an app doesn’t fit into your budget or overall strategy, it is still imperative for healthcare companies to have a strong mobile user experience and marketing focus.

Brand Awareness

In an increasingly competitive healthcare landscape, establishing brand awareness is critical for patient acquisition. Social media platforms are an effective and cost-efficient way for healthcare businesses to reach their target audience and stand out from the crowd. 

Statistic: According to a PricewaterhouseCoopers report, 41% of patients said that social media content impacted their choice of hospital or physician. 

Takeaway: It is worthwhile to invest time and money into utilizing targeted advertising campaigns that incorporate valuable and engaging content to effectively capture the attention of potential patients. The success rate of your customer acquisition can be significantly impacted by an individual’s social media experience with your healthcare company. 

The various social media channels available to healthcare businesses also helps drive traffic to your company website, increases search engine optimization, and can lower overall patient acquisition costs. It’s important to remember you aren’t just limited to static content. Video has become an extremely powerful tool in the social media space. 

According to Google’s Think Insights, YouTube traffic to hospital sites has increased 119% year-over-year! Be sure to use this information to your advantage and find ways to create video content based on interviews, patient testimonials, and other forms of content that effectively highlight a human element along with the value of your facilities and experienced healthcare providers. 

Reputation Maintenance

This is where the Public Relations (PR) component of social media comes into play. Every healthcare company works hard to build a credible reputation and once you’ve established that trust among patients, you must continue working to maintain it. Seeing as news travels fast nowadays, having an effective PR strategy in place is essential for protecting the reputation of healthcare companies.

Particularly during times of crisis, providing accurate and timely information becomes crucial. Leveraging social media platforms, healthcare organizations can quickly communicate important updates, health guidelines, and emergency alerts to a vast number of individuals. This real-time accessibility helps combat misinformation and allows for concerns to be addressed. These proactive PR efforts foster a sense of security and dependability among the general public. 

What Does This All Mean?

Social media and public relations go hand in hand with successful healthcare marketing efforts. Together, they allow healthcare organizations to shape their brand narrative, build recognition, highlight achievements, and maintain a positive image within the industry and among the public. 

As social media and PR continue to revolutionize the way healthcare providers communicate and engage with patients, there exists an apparent value in teaming up with a professional marketing agency like DAE & Co. With experience in the healthcare industry, a vast array of services, and a proven track record for helping clients to achieve their goals, we’re ready to take care of your healthcare company’s needs. Get the conversation started. 

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