If you’re ready to consider social media for your healthcare brand, you’ve likely come to an important conclusion: social media is no longer an accessory- it’s a necessity. In the past ten years, social media platforms such as Facebook, Twitter, Instagram and LinkedIn have become invaluable communication tools for not just consumers, patients, caregivers and healthcare professionals – but for everyone. Particularly when it comes to discussing health.
Here’s the great news: getting your healthcare social media platform up and running doesn’t have to be complicated. You don’t need to be a social whiz either. Like anything, if you’ve never launched a healthcare brand on social media before, it can seem daunting. But before letting the “fear of the unknown” halt you in your tracks, consider these 3 easy steps to get things started:
1. Write down your fears, then cross them out.
It’s understood that healthcare companies operate within a highly regulated environment. The FDA certainly understands that too- which is why they’ve issued guidance to help pave the way for healthcare brands to share content via social media in a safe and compliant manner. And if you’re thinking cost might be an issue, think again. A little goes a long way in the world of social, and chances are adding it into the mix will become a negligible fraction of your overall marketing budget.
2. Set social goals that align with your brand and business strategy.
This may seem like a no-brainer, but it’s mission critical to set social communication goals that directly align with your overarching business goals. Not only will this give you a clear picture of what you want to achieve on your social media platforms at launch, but it will also establish your ROI metrics. For example, a goal might be to increase the total number of registrations to an online program or savings card. This will ensure that the social strategy and messaging aims to deliver the results you’re looking for.
3. Start listening in the right places.
Not every social platform was created equal, nor was it designed to meet the needs of every target audience group. Conducting preliminary research through social listening will unveil important facts about the audience you’re looking to reach, including the platforms they choose to engage on. As a general rule of thumb, a great starting point would be to establish a social presence on the platform on which the majority of conversations pertaining to your therapeutic/business category are happening.
If nothing else, these three easy steps will help you more clearly map out what you’re looking to achieve, and how you might get there. Embracing social media is not just exciting – it’s game-changing. So get ready, and get going – no better time to start than now. #YouGotThis