Updated April 2023
Your marketing team works tirelessly to ensure that when users come to your website, they can easily access all the info they need. In just a few clicks, they can find a doctor, learn about advanced treatments and plan their visit.
But what if your audience is looking for this information elsewhere? Repurpose your hospital website content into social media material to bridge the gap.
Health Consumers Are on Social Media: The Numbers Don’t Lie
Many consumers turn to social media first when they have a question or concern. A health issue, news story or trend may prompt the search.
Consider these statistics:
- Nearly 90% of adults use Facebook, Twitter, YouTube and other social media sites to find health information.
- 41% of consumers use social media to choose healthcare providers.
- People 18 to 24 are twice as likely to use social media to discuss health issues compared with those 45 to 54.
Users Are Hungry for Social Media Content
Your website answers all the questions a new patient may have. One page at a time, you’re convincing them that your system can best meet their needs. But many users aren’t ready for the deep dive just yet. They want to click on bite-sized chunks of health information.
Social media allows you to meet these preferences with snackable content in their preferred format. Existing hospital website content is excellent fodder for videos, infographics and stories that you can tweak and post across multiple platforms.
Read more: 5 Hospitals Crushing It on Social Media
7 Examples of Hospital Web Content Revamped Into Social Media Material
Don’t just post large chunks of text on social media and call it a day. Some reworking is necessary for brevity and to fit the norms of the channel. Strive for content that’s visually appealing and quick to answer users’ questions.
Here are seven examples:
1. Highlight patient stories on Facebook
Give patient success stories the spotlight by posting them on social media. Check out this Facebook post from University of Utah Health. Seeing an athlete back on the field and at the top of their game speaks volumes about their organization’s capabilities and builds instant credibility with users.
2. Put research findings front and center on Twitter
Most consumers aren’t looking at your website’s research pages. They may think the information is for other clinicians or too difficult to understand. But social media can highlight your organization’s work in a way that’s meaningful to lay audiences. Check out this tweet from Stanford Health Care.
3. Help patients prepare for (or make) their appointment using Instagram
Patients like knowing what to expect during an upcoming visit. Having this information on your website is great, but you can reach a wider audience by making the info available on social media. Seeing “how to prepare for your appointment” in a more relaxed tone may give patients the extra nudge they need to schedule much-needed care. Check out this Instagram post from Northwestern Medicine.
4. Use infographics to educate patients about health conditions
Transform website health condition content into an infographic for a visually appealing, easy-to-understand social media post. Our brains process images quicker than words, so this format is a great way to grab users’ attention. Check out this infographic from Hackensack Meridian Health comparing the symptoms of 4 conditions.
5. Help patients learn more about chemotherapy on TikTok
Lots of cancer websites have info about chemotherapy. Cleveland Clinic takes this further with a brief (and fascinating) behind-the-scenes video of their chemotherapy pharmacy. It’s just a minute long and shows a side of their program that patients rarely see.
Related: 10 Healthcare Brands to Watch on TikTok
6. Share physician profiles on YouTube
Learning that you need to see a specialist can be scary. Memorial Healthcare System helps patients feel more at ease with physician video content. Users can see providers talk about their expertise and care philosophy. The content lives in their website’s provider directory and is also accessible via YouTube.
7. Extend your blog’s reach using Facebook
Your blog provides valuable health information. Sharing it through social media can help you reach patients who might not realize they should seek care. A person with nagging stomach discomfort might think twice about dismissing it after seeing this post from Henry Ford Health.