5 Tips for Success in Healthcare Social Media Marketing


Drafting and implementing a social media marketing plan in the healthcare industry can be very tricky. In our social media savvy society, it is becoming more and more critical for companies to have a strong social media presence. Social media is a great way to serve as a news resource for your audience and also a fun way for your healthcare organization to interact with your audience.

Healthcare Marketing

Appealing to your target audience and providing beneficial, timely information will ensure they keep coming back for more. In order for your audience to actively engage with your social media pages, it is important to have an effective strategy. Here are a few tips to ensure your social media marketing is the best it can be:

  1. Identify your audience
    Who are you trying to reach with your social media content? Keeping the demographics of your target audience in mind is crucial. A clear understanding of how they use various social media outlets and what they hope to get out of them will benefit your organization in the long run. This will lead to increased engagement, more followers, and a stronger social media presence overall.

  2. Stay up-to-date
    Social media can serve as a news resource to your audience. For instance, you can keep your followers in-the-know about relevant issues such as changes to healthcare laws. It is extremely important to stay up-to-date on the latest industry trends and news to effectively communicate with your audience. This way, your audience will rely on your social media channels to stay informed.

  3. Keep an eye out on the competition
    Knowing who your competitors are and keeping an eye on what they are doing via their social media outlets is essential. If you consistently find your content to be very similar to your competitors, switch it up a bit. Dare to be creative and show the unique attributes of your healthcare organization – i.e. company culture, thought leadership, involvement in the community, etc.

  4. Promote health-related observances
    If you’re looking for a way to relate to your target audience on a more personal level, think about discussing health related observances. Many of these observances are related to nonprofit organizations, events or causes. For example, February is American Heart Month. Start a conversation about the importance of heart-health and consider posting a series of heart-healthy tips throughout the month.

  5. Encourage engagement
    The best way to increase followers and overall social reach is to encourage engagement with your audience. It is important to ask your audience questions, encouraging responses and interaction. Another way to promote engagement is to conduct contests. For example, you could hold a “like” contest, where new followers who like your page will be entered in a drawing for a gift card. Engagement opportunities will catch your followers’ attention and keep them coming back to your social pages!

Which social media tactics have you found most successful for your healthcare organization? Let us know in the comments below!


Lesley H. • January 30, 2014

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