In the old days, creating an expensive flashy website was the “thing.” So much so, that healthcare companies and organizations would spend a great deal of money, time, and resources to create unique and differentiating websites to draw their audience in just a little bit longer. Sure, it’s great to have a cool website for your healthcare brand – and by no means are we suggesting that you shouldn’t invest some money and time to make your website visually appealing and informative.
The thing is, the "social" world in which live today revolves heavily around the use of Facebook- regardless of age, gender, location, and profession. Spending boat-loads of money on a flashy Website just isn’t worth it anymore. For the record – we’re not suggesting that you ditch your marketing plan and go all out on Facebook. Any social media strategy should be designed to meet your brand/company unique business goals and objectives. Here are just 6 great reasons that Facebook may be a better investment than breaking the bank on your branded website:
1. Your audience visits Facebook everyday. How often are they visiting your Website?
There are 1.44 billion active users on Facebook, 936 million of whom are active daily. And according to recent statistics, more than 54% of users log in more than one time per day. Translation? If you have a presence on Facebook, you have an opportunity to share important messages and information with your target audience on a daily basis – not just an ad hoc basis. Food for thought: how many times per day/week/month is your audience visiting your website?
2. Facebook is low cost, high reward.
The costs of setting up a Facebook page represents a fraction of the costs typically spent on a branded website for healthcare brands – even when you hire an Agency to do the heavy lifting for you. The Facebook interface makes it extremely easy to make updates and changes to content with minimal to moderate effort in lot less time. More importantly, Facebook offers sophisticated metrics and analytics tools to help you measure the immediate impact your messages are having on your audience.
3. You can talk with your target audience, not just at them.
By nature of design, Facebook is a social media platform, which means it was built and is run to foster active dialogue. Active dialogue allows you to gain invaluable audience insights, provide your audience with the information they are actively seeking, and communicate directly with those who mean the most – your audience. Engagement increases positive sentiment, brand loyalty, and helps build organic advocacy – all things that are essential to any healthcare brand strategy.
4. The power of audience choice.
On Facebook, your audience chooses to hear you – you’re not choosing for them. In other words – when someone decides to “like” your page, they are creating an open opportunity for you to communicate with them. Fact: those who are more willing and interested to hear what you have to say are more likely to listen and ultimately act.
5. Provides the ability to reach multiple target audiences with unique messages.
Due to the advanced micro-targeting features on Facebook, you can create multiple message streams through separate Facebook pages, or by simply boosting specific posts to different audience groups to ensure the right messages are reaching the right people. Like most healthcare brands, you likely have an HCP-focused website for your brand, and a separate site for Consumers. Why not adapt the same model to Facebook where you can micro-target each message to reach the right audience on a daily basis?
Facebook users spend an average of 21 minutes on Facebook per day – isn’t it time to consider Facebook as an important addition to your healthcare brand marketing plan?
SOURCES: ExpandedRamblings.com / AdWeek.com/SocialTimes