The Definitive Guide to Social Media Healthcare

social media healthcare

Social media has rapidly transitioned from a public forum where you can converse with friends, family and strangers into an online space that can sometimes feel overwhelmingly occupied by businesses. If your business is not yet on social media, consider the merits of partially pivoting away from offline marketing to the web’s fertile social media platforms. Invest a small amount of money and time on social media advertising and your business will benefit for years. The use of social media healthcare has become increasingly popular in recent years. There are a number of reasons why healthcare providers have turned to social media, including its ability to reach a large number of people quickly and easily, as well as its potential to engage patients and promote healthy behaviors.

Take the extra step of conversing with your online audience through social media channels and you’ll win even more favor with your target demographic. Your guide to social media marketing campaigns is succinctly summarized below.

Embrace Social Media Marketing to the Fullest

Social media marketing campaigns require more than creating a Facebook account and posting the occasional status update. The best social media marketing campaigns are active soon after formation and also years and potentially decades into the future. 

Posting status updates, engaging in discourse with the target audience and displaying strategic ads on multiple platforms builds a nearly unstoppable inbound marketing momentum. Combine these components of social media marketing into one and you will have a whole that is significantly greater than the sum of its parts. 

Social media ad specs are of particular importance as formatting and presentation serve as a foundation for thorough user engagement and ensuing conversions. If you aren’t sure where to start in terms of the nuanced details of social media ad specs and other technical components of online advertising, ask the experts for guidance.

Focus on the Quality of Your Social Media Content

Quality over quantity is the mantra successful businesses swear by to win new over new customers on social media. Provide your audience with insightful information about your business, your value offering, the overarching industry and even local news. Instead of inundating your audience with a stream of information right off the bat, pace yourself and post with a measured cadence. Make a concerted attempt to identify the days and times when your target audience is most likely to use social media then post accordingly. 

The relatively minor investment of capital in a part-time or full-time social media manager might pay exponential dividends. Social media marketing professionals brainstorm content, respond to posts from audience members and maximize the impact of social media marketing campaigns across a litany of platforms. As an example, Facebook Live, Instagram Stories, Snapchat and several other social media tools are available to businesses of all types and sizes. 

Choose the Right Social Media Platforms

If your business is like most, you are short on staff and have a limited marketing budget. Instead of overinvesting in outbound advertisements on TV, radio and billboards that are no longer as effective as they were in the pre-internet era, shift some of your marketing dollars to social media. Create and verify accounts on the top social media platforms. Browse, post and interact with each platform’s audience to get a sense of which platform is optimal.

Some audiences are partial to Facebook while others are passionate about Twitter, LinkedIn, Pinterest, Gab, TikTok and/or Instagram. Spend some time on each of these platforms, gauge audience interest and apportion your time accordingly.

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Recognize the ROI of Social Media Advertising

Experienced inbound marketing professionals are quick to highlight Facebook ads’ return on investment, or ROI for short. According to WordStream, the conversion rate of Facebook ads hovers around 10%, meaning the ROI on Facebook ad spending is more than respectable, especially compared to other online and offline advertising campaigns. 

It is perfectly logical and rational to post regular status updates to your business’s social media pages and also engage in ongoing online discourse yet those efforts will only carry your business so far. Allocating your budget to paid ads on social media platforms such as Facebook, Twitter and Instagram can help you connect with even more target prospects. In particular, Facebook ads are highly effective as they are interspersed throughout user feeds, making the marketing push more latent and less intimidating than traditional ads that command viewer attention.

Analyze and Strategize Accordingly

The most successful online marketing campaigns are partially characterized by social media as these platforms are comparably interactive and immersive when juxtaposed with other mediums. However, social media marketing campaigns have the potential to stagnate if left idle. 

Put your social media marketing campaign on autopilot or take a break for an extended period of time and you will sabotage the momentum built through your previous hard work. Continue to delve deep into your company’s social media advertising campaigns, analyzing the rate of follower growth, online interactions (likes, comments, etc.) and so forth, so you can make the necessary changes to keep your accounts active and connected with your audience through each successive campaign you run.


IITSWEB is the Chief Business Development Officer at IITSWEB, a Magento design and development company headquartered in Redwood City, California. He is a Member of the Magento Association and an Adobe Sales Accredited Magento Commerce professional. Jan is responsible for developing and leading the sales and digital marketing strategies of the company. He is passionate about ecommerce and Magento in particular — throughout the years his articles have been featured on Retail Dive, Hacker Noon, Chief Marketer, Mobile Marketer, TMCnet, and many others.

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