Healthcare social media advertising and marketing has developed considerably over the previous decade. In reality, a 2013 survey discovered that social media was blocked for 59% of professionals working in hospitals. Since then, healthcare organizations have more and more used social media to interact with their communities, recruit workers, and improve affected person satisfaction.
According to a WEGO well being behavioral research, 91% of members mentioned on-line communities play a job of their well being choices. And with regards to healthcare, the identical research discovered that 87% of research members say they share well being info through Facebook posts, and 81% of research members say they share well being info through Facebook Messenger. Needless to say, social media advertising and marketing for healthcare presents a singular alternative to attach with sufferers, physicians, and the broader group.
Our New Healthcare Social Media Research
Given the significance of social media in healthcare, the crew at Convince & Convert needed to establish frequent traits throughout social media advertising and marketing from the highest U.S. hospitals. We are releasing our findings in our newest 20-page report, “Beyond the Newsfeeed: The Best Healthcare Social Media Marketing for 2020“.
For the second annual model of our report, Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the highest U.S. hospitals, as decided by mattress rely and the 2018–19 Best Hospitals Honor Roll. We used Rival IQ for content material aggregation and in-depth aggressive evaluation of all 54 hospitals’ social media efforts. We gathered insights into how hospitals use non-public messaging by instantly interacting with hospital Facebook pages by means of Messenger.
We additionally ranked thee Top 20 Hospitals in Social Media based mostly on a rating rating that features Audience Size, Engagement, Engagement Rate Per Post and Total Posts. You can see the 2019 Top Hospitals in Social Media rankings within the full report.
Where Healthcare Social Media Marketing Is Headed
Gone are the times of social media managers posting the identical or comparable content material throughout one, two, or three social media profiles and calling it a day.
Social media advertising and marketing within the current and future is returning to a one-on-one method of partaking with audiences instantly, be it in a personal message or in response to a advice. Users are eschewing the highlight in favor of smaller, area of interest communities the place their presence is valued and they aren’t only a quantity.
The 4 Best Practices for Healthcare Social Media Marketing in 2020
Based on the report, listed below are the 4 finest practices of healthcare social media advertising and marketing that can enable you to set your technique in the best path this upcoming yr.
1. Diversify Your Channel Mix Beyond Facebook and Twitter
Our analysis discovered that hospitals publish on Instagram lower than as soon as each two days, however publish to Twitter and Facebook at the least twice per day on every channel. Based on posting frequency, Instagram and YouTube are as secondary channels, regardless of these audiences being extra engaged.
Hospitals publish on Instagram lower than as soon as each two days, however publish to Twitter and Facebook at the least twice per day on every channel. Click To Tweet
In addition, thirty of the hospitals reviewed have Pinterest accounts — however solely half of these pinned something within the first three months of 2019. Northwestern Medicine and Norton Healthcare are the 2 hospitals actively utilizing Pinterest to advertise content material from their web sites.
2. Vary Your Content Mix to Optimize Audience Actions
More than half of the best-performing posts included pictures of individuals. Twenty-seven of one of the best 50 posts clearly confirmed the faces of individuals or infants. The quantity of individuals in pictures doesn’t seem to affect engagement — 18 photographs had a single particular person, and 18 photographs had 2 or extra individuals.
In addition, curated content material hyperlinks have larger engagement: 35% of hyperlinks shared by hospitals are curated, which means they aren’t from the hospital’s personal area. Posts with curated hyperlinks earned a mean of zero.033% engagement per publish, whereas hyperlinks originating from the hospital’s personal area generated half as a lot engagement, at zero.015%.
Posts by hospitals with curated hyperlinks earned a mean of zero.033% engagement per publish, whereas hyperlinks originating from the hospital’s personal area generated half as a lot engagement. Click To Tweet
Successful Facebook content material is made up of rather a lot of differing types of content material. content material calendar for Facebook ought to embrace pictures, movies, and hyperlinks. A photograph-only or a link-only method doesn’t work almost in addition to a assorted content material combine.
content material calendar for Facebook ought to embrace pictures, movies, and hyperlinks. Click To Tweet
three. Boost Top Performing Posts Organic Posts
While engagement is trending down throughout social media as an entire, manufacturers are circumventing declining natural attain by spending cash to make sure their content material is getting seen. In reality, 5.5% of all hospital Facebook posts we analyzed are signaled as “likely-boosted”, in keeping with Rival IQ. Of these likely-boosted Facebook posts, the engagement fee per publish was 177% larger than the non-boosted posts.
We advise our social media consulting purchasers to spice up well-performing natural posts throughout the first 24 hours after posting. This gives a robust increase to content material that’s already confirmed to carry out effectively.
4. Connect with Niche Communities
While Facebook Brand Pages proceed for use by sufferers and hospitals, some hospitals are starting to leverage Facebook Groups and Messenger to create deeper connections with audiences.
In reality, 30% of the highest U.S. hospitals are making Groups half of their Facebook technique. Twelve of the 54 hospitals (22%) are at the moment or have lately used Groups as half of their Facebook outreach. Four hospitals are within the pre-launch or initial-launch section of deploying Groups.
Groups managed or moderated by hospital Facebook Pages are created for a range of communities, together with workers, graduates, basic wellness and particular healthcare assist (NICU households, transplant recipients, breastfeeding moms and so forth.). More than one hospital advised us particularly they don’t handle Groups for sufferers on account of HIPPA legal guidelines and affected person privateness.
That is only a small portion of one of the best practices, stats and analysis from our 20-page report, “Beyond the Newsfeed”. I urge you to obtain the complete report now. Questions? Feedback? Email us. We can’t wait to listen to what you concentrate on the analysis!
Download “Beyond the Newsfeeed: The Best Healthcare Social Media Marketing for 2020” now.