Running a social media account for a healthcare organization isn’t much different than what you would do with a typical business. The name of the game is engagement as you want to continue to interact with patients while you grow your audience. However, it’s important to keep in mind that there are going to be certain nuances and differences in your approach to getting engagement. At Pascāle, we can have some tips to help with your healthcare social media marketing.
Know your audience
If you want your audience to engage with your social media posts, you have to create the type of posts that will appeal to them. Let’s say that you’re primarily trying to target Medicare patients. (Yes, seniors are on social media because it’s a great way for them to keep up with what their grandkids are doing.) You’re not going to try to appeal to this demographic the same way you would millennials or Gen Z with contemporary memes or jokes about aging. Instead, you would create thought-provoking content that encourages them to think about what they need right now.
Start a conversation
If you want people to comment on your posts, give them something to say. Encourage conversation by being the one who starts it. Ask your patients about things they’re going to be doing over a holiday weekend and include a safety tip. Think of ways to get your audience to comment and hold a conversation in the comments section.
Talk about topics, not yourself
It’s easy to talk about yourself on social media all day long. You can share how well things are going and what you’re doing in the community. While these are easy ways to create content, it’s important to remember what people want to see. Address topics in the news, current events, and seasonal health issues. For many people, allergies are a big problem in the spring and fall so tips and tricks to help remedy the symptoms that come with hay fever would be a great way to get likes and shares.
It’s not uncommon for people to simply scroll through social media and look at the pictures. They might not even take the time to read the caption that’s attached to the image. For those who do read the caption, it’s probably because an image caught their attention while they were scrolling. Use an infographic, videos, or an eye-catching image to slow the scroll and get your audience to stop on your posts. Typically, if a post catches someone’s attention enough to stop scrolling, they’ll take a few seconds to engage with it in some way.
Use polls and surveys
People love to engage with polls and surveys on social media. It doesn’t take much more than a couple of seconds to interact with the post and the formatting is different enough from the rest of their timeline that it’ll quickly catch the eye. An example of a survey might be, “We have a long weekend coming up, remember to wear sunscreen when you’re outside. How are you spending your day off?” Then you can include options like traveling, having a cookout, or some other way that people in your area do over a three-day weekend.
Contact us for more tips
If you’d like more tips or help with your overall healthcare social media marketing strategy, get in touch with us at Pascāle. We’re experts in social media strategy that will help to increase your engagement and thereby grow your audience. Give us a call at 412-526-1756 or send an inquiry via our contact form. We’ll be sure to get back to you quickly because we’re responsive AF.