Have you ever felt personally attacked by your social media calendar? We’ve been there, healthcare marketer. This social media strategy guide is for you.
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Our healthcare marketing history runs deep. Aha Media Group has been around long enough to see the rise and fall of iconic social platforms — RIP, MySpace — but we aren’t out of touch. We know what works on social, and we have the results to back it up.
We make managing your social accounts more … manageable.
We’re familiar with the social media woes that plague in-house marketing departments. You’re buried under content requests, unruly satellite accounts, and the demands of your content calendar. Carving out time to engage with your audience? Forget about it.
But outside healthcare social media managers aren’t the answer. Your team is the one that’s best suited to create authentic content and handle day-to-day engagement. They just need a little help streamlining things and aligning on strategy. That’s where we come in — not as social media managers, but as strategists and content creators with a defined approach to social media.
Feel like you’re always playing catch-up? Let’s get you ahead — for good.
No copying and pasting. We help you tailor content for each platform.
We focus on your audience to build strategies that engage them.
New strategies only work if they’re feasible for your team. We’re practical about strategy.
We’ll help you rein in your accounts, stand out, and win over your audiences.
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Social media is an important marketing channel in every industry, and healthcare is no exception. There’s value in meeting your audiences where they are and letting them engage with your brand organically. Healthcare brands use social media to:
But as always, results aren’t guaranteed. Without effective strategies in place, social media in healthcare marketing can become a drain on resources. We created this social media strategy guide to help.
Learn how we produce winning social strategies and read our best practices for social media in healthcare.
Know what you’re working with before making any changes to your strategy. This “audit” can be as formal or informal as you’d like. Just make sure to involve all your brand accounts. (That includes dormant profiles and sub-accounts managed by other teams in your organization.)
Identify each profile’s strengths, weaknesses, opportunities, and threats (SWOT). Use this list as a starting point for areas to assess:
Want a complete audit report with opportunities and recommendations? Learn more about Aha Media Group’s social media audit services.
Why is your social media strategy important? It provides your team with the info to keep your social efforts aligned and effective. Your strategy includes:
(Our strategists can help you clear up and build out your social media strategy. Just ask!)
Social media isn’t your only marketing channel. It needs to collaborate with your website, emails, patient education materials, thought leadership content … and everything else. That means one consistent voice, one specific style, and one cohesive brand.
Digital marketing for hospitals and doctors works best when all your marketing channels get along. Map out how your channels work together and equip your content creators with the editorial tools they need, from personas to voice and tone guidelines.
“But what if my strategy could use some work?” We’ve got you. Refine your omnichannel content strategy with us.
Call it what you want — governance, standard operating procedures (SOPs), workflows, systems — you need it. Having clear processes and expectations aligns your team, aligns your content, and makes life easier. (Not to mention, if you like vacations, The Marketing Machine sometimes needs to run itself.)
Governance resources include:
We’re all about systems. Get support building your content management workflows.
Writing for social media isn’t like writing for other channels. Set your content creators up for success when it comes to writing social posts. Offer training and resources around best practices for social media content in healthcare:
Sometimes you don’t need tips — you just need more capacity for content production. We understand. We’re here to help write your social media content.
How can you tell if your efforts are working? (Better yet, how can you demonstrate to stakeholders that the investment in social media marketing is worth it?) Set your KPIs and track the metrics that indicate performance:
Our strategists can help you interpret the metrics that matter and use data insights to refine your social strategy. Work with us.
There’s inherent risk in healthcare marketing in general. Social media multiplies this risk, as data security can be questionable, and there are more elements out of your control. For example, you can’t prevent a patient from leaving a comment with their private health information on your account. (You can only delete the comment retroactively.)
Take measures to protect your brand from ethical or legal concerns. Create a crisis management plan with policies for scenarios like HIPAA violations and abusive comments or vulgar language. And leverage the help of your legal team in case of any questions — it’s always better to play it safe.
Have questions or concerns about social media for healthcare? Let’s talk about it.
Want to reference this later? Download the guide, no strings (or emails) attached, and share it with your team.
