Social Media Tips for Healthcare Professionals
Medical professionals are finally beginning to understand the importance of social media. Social media is more than just tweeting on Twitter or posting on Facebook; social media can be used to generate leads, educate patients, and even save lives. Of course, there are plenty of rules and regulations to follow when using social media in the healthcare industry, which can seem overwhelming at first glance. However, suppose you embrace this new way of doing business and view it as an opportunity rather than an annoyance. In that case, you’ll be surprised by how much you can accomplish with this powerful new tool at your disposal.
1) Why Should Health Care Organizations Use Social Media?
While it may seem like a younger person’s field, with sites like Pinterest and Twitter appealing to those in their 20s and 30s, many healthcare organizations—especially hospitals—are using social media as a marketing tool. Why? Because it gets people engaged with your brand. And that’s key when you want patients to trust you with their health care information. As with any marketing campaign, you need to know who your audience is and what they want. So which social media sites work best for healthcare?
2) Research for Best Practices
Before you get started, take some time to see what other healthcare professionals do on social media. Luckily, there are plenty of case studies that can give you some insight into what’s working and what isn’t. For example, check out how other hospitals like Kaiser Permanente (Twitter) or UCSF Medical Center (Twitter) use Twitter to engage patients and make them feel comfortable. There’s no right way to do social media in healthcare; it depends on your specific institution, but look at these examples to see how you can apply their tactics to your own business. Also, learn from organizations like VitalSmarts, which offers free online courses on health care topics, including management techniques and managing an interdisciplinary team.
3) Get on Social Platforms
Jumping on social platforms is quick and easy, but getting a handle on how they work takes more time. If you’re brand new to social media, start selecting one or two platforms that align with your audience and goals. For example, if your goal is to increase traffic to your website, focus on leveraging Facebook. For other types of engagement, try Twitter or LinkedIn. To get started quickly while making sure you have an active online presence throughout your launch process, hire someone who has experience managing social media accounts for healthcare brands—or hire a virtual assistant through freelance sites like Upwork. Once you have their help in place, use tools like Hootsuite or Buffer to schedule posts in advance, so they are ready for when you are—then sit back and watch them go!
4) Set Up a Strategy
It’s easy to think that social media is about how much time you spend interacting on sites like Facebook and Twitter. But, as with any marketing strategy, it’s not really about how much you do; it’s more about what those interactions accomplish. The best way to make sure your time online is worthwhile? Have a goal in mind. At its most basic level, social media should be a way to:
Generate leads (people who want or need help or support and will pay for it).
Deepen relationships with current clients.
Increase referrals.
Spread brand awareness.
Create branding opportunities through interactivity.
5) Start Sharing Information
Facebook and LinkedIn are excellent ways to build relationships with peers in your field. Share information on current trends, events, or case studies that relate to health care or wellness. This is also a great way to start conversations about new approaches in your area of practice. The more you share with others in your industry, the more they’ll come to you when they have questions. Sharing information on social media allows you to show off your knowledge—and helps educate others about what you do and how you can help them (and their patients). Be sure to read up on industry news so that you don’t get caught flat-footed if someone mentions an event or development that hasn’t yet been reported online or in traditional media outlets. And make sure your profile is well-written and professional, but not stiff. Stay fresh by updating your page often. If you want people to trust your opinion, they need to see that you practice what you preach. Offer helpful advice, interesting links, or valuable content regularly.