Healthcare Social Media

In healthcare, social media wasn’t always top of the priority list, especially for B2B companies. Today, it’s a necessity rather than a nice-to-have, especially when it comes to making real connections with customers, prospective buyers and influencers. Some clients want to build and refine their executives’ social presence to position their company as its leaders as SMEs (subject matter experts) or influencers in the industry. Others simply want to communicate their brand’s expertise better to align with the interests and passions of their key audiences. No matter the goal, we can help strategize social campaigns that resonate.

When our clients in the B2B space come to Activate Health for help with their healthcare social media strategy, it can include anything from content calendar development to crafting a detailed social campaign strategy to promote a full brand revamp. Regardless of the clients’ need, our process always involves thorough research into each brand, including a competitive analysis to identify strengths and opportunities. This typically reveals white space in existing B2B platforms like LinkedIn, as well as consumer-geared channels such as Facebook and Instagram. Beyond these familiar networks, we also support internal social sites (like those on the company intranet), which is a bit more common with enterprise-level organizations.

For example, years ago, organizations tended to use LinkedIn in a highly specific way—for instance, as an extended internal communications platform to foster employee engagement or promote new job postings. But today, social platforms are much more active, meaning a multifaceted and frequent posting approach, driving more benefits.

Today, we typically recommend that B2B healthcare social media activities are backed by a thoughtful social strategy that isn’t limited to a certain “type” of content. Instead, from corporate announcements and press release alerts to community activities, charitable events and employee spotlights, a more diverse posting calendar is best. From there, we help our clients tailor all this variety to the best-suited platforms, optimizing certain sites and cross-posting when appropriate.

If this sounds like a lot of extra work for your already busy marketing team, we get it. Because we’ve been in your shoes, we know how to closely collaborate with the C-suite, parent companies (if applicable), legal, and other approvers to streamline and lighten the lift. And on the front end, many of our clients appreciate our high-touch, engagement-driving techniques that encourage employees to interact on these platforms. Finally, our strategies for healthcare social media activity involve proactive risk management. We arm our clients with a responsive playbook for follower engagement and help them continually monitor social media activity, in addition to reporting growth and opportunities for refinement on a regular cadence.

TRUE, END-TO-END SUPPORT

We seamlessly coordinate all aspects of each healthcare social media campaign. From content and graphic development to analyzing results and opportunities for refinement, we’ve got you covered.