Social media marketing should be a key component of any healthcare marketing strategy. With 3.2 billion daily users, social media provides one of the largest audiences your business can access. Nearly everyone understands that social media is a very powerful marketing tool for a medical practice, healthcare network, or medical website. However, not many medical marketers understand how to leverage this tool in an effective way to achieve their brand marketing goals.

There are several different ways to approach healthcare social media marketing, with many healthcare advertising agencies out there offering their own unique spin. Using a healthcare marketing agency may be a good approach for some businesses, but there are also some simple ways that you can promote your social media marketing goals without having to deal with healthcare marketing companies.

One of the most simple, yet most effective, ways to engage with the wealth of potential customers available on social media is simply to produce high-quality, consistent medical content that is created by trustworthy medical writers. This strategy will work in every area - from simple areas, such as medical practice marketing, to more complicated areas, such as medical device marketing. Regularly producing high-quality, trustworthy content will lead you to marketing success.

There are five simple goals when using medical writers to market with social media:

Be Discovered

Establish Trust

Become a Source

Convert

Maintain the Relationship

These five goals are the steps in your sales funnel and will all be achieved simply by consistently providing quality content.

Be Discovered

It doesn’t matter how good your product is or how qualified you are to provide a service if your customers don’t know you exist.

In marketing, blog writing is often overlooked. Producing and maintaining a blog describing your product or service not only helps you to connect with your potential customers, but provides you with essentially free healthcare advertising. If done correctly, your blog will be discovered and promote itself, without having to pay for traffic.

Quantity

Quantity is vital for having your content discovered and allows you to leverage the Pareto Principle. The Pareto Principle, also known as the 80/20 rule, essentially says that 80% of the results will come from 20% of the work. This will be true when applied to the content that you produce. In reality, no expert can really predict what content will gain a following, what content may go viral, and what content your audience will share. Most of your content will probably not be particularly effective in marketing and advertising, but the content that is will make it worth it. Producing a large quantity of content increases the 20% of your content that will be discovered and profitable.

SEO

When writing healthcare digital marketing articles for your blog, each of these articles must be search engine optimized. Without using search engine optimization (SEO), your medical advertisement articles will not be ranked in online searches, and you will sacrifice significant quality.

Establish Trust

When you produce content that is discovered, the entire exercise is pointless if your content is not credible or trustworthy. According to the National Institute of Health, one of the most important considerations for how trustworthy medical online information is will be who wrote it. Make sure that your content has been written by, or at least reviewed for accuracy by, a healthcare writer.

There are many agencies and freelancers out there who will offer to create content as a “medical writer”, but in reality this term doesn’t mean much. Anyone can call themselves a medical writer or a health writer, but they may not be trustworthy sources. Focus on having licensed medical professionals, such as a licensed nurse writer, produce or review your content. Potential customers reviewing your content will view it as more credible if it is written by a healthcare copywriter who has a professional license.

Establishing trustworthiness is not difficult. People tend to better trust sources that teach them about a topic. By providing content that teaches and that has been written by a medical copywriter with a professional license, you will make your content trustworthy and begin to establish a relationship between you and your potential customer.

Become a Source

So your potential customer has found your content and established that it is trustworthy. Now what? This is the point where your hard work will start to pay off. Once you are discovered and your content is considered trustworthy, you will become a source of information to your potential customers.

Becoming a source will put your brand in front of your customers over and over again. One of the key strengths to trusted healthcare blogs is that each customer interaction reinforces the brand and the customer’s perception of the health blog’s brand.

When potential customers consider you to be a source, they may sign up for updates and future blog posts or search for more information on your medical website. If you continue to regularly post medical teaching material and medical news updates, you will start to build an email list and gain more followers on social media.

Convert

When potential customers use your content as a regular source of information, it is inevitable that you will start to convert these leads into customers. Many medical marketing companies will focus on cold calls, expensive advertisements, and developing leads when the truth is that producing regular, high-quality content is simpler and more effective. By producing this content, you will already have the trust of your potential customers, and completing the process of making them customers will be easy.

One key component of achieving the goal of converting potential leads into customers is having a convincing call to action (CTA) at the end of blogs that advertise your services. However, keep in mind that you can overdo CTA’s; typically, putting them on news articles or information that is not related to a product or service is unnecessary.

Maintain the Relationship

The job is not finished once your potential customer becomes a customer. Your healthcare content marketing will continue to be effective in maximizing the lifetime value of each customer. Your healthcare content will still be considered as a trustworthy source, and as you continue to provide content, your customers will continue to have exposure to your brand. You can also use your content to introduce new products or service lines that will further promote your customers’ lifetime value.

Social media marketing is not simply a series of single posts that are promoted to try to increase traffic, but is the development of a trusting relationship between you and your potential customers. By building this relationship with a foundation of trust, you can maximize the outcomes of your social media marketing efforts.

Williams Healthcare Consulting

Williams Healthcare Consulting helps those who are marketing medical content to produce content that is trustworthy and accurate. Our nurse writers are all licensed healthcare professionals with at least five years of clinical experience. We produce high-quality content that engages with potential customers and establishes your brand as a trusted source.

Our healthcare marketing consultants will help you to develop a marketing strategy that reaches your unique target audience and will help you to realize your marketing goals.

In our years of experience in the healthcare consulting field, we have helped several major companies to create numerous blog posts, medical articles, and whitepapers that establish trust with their potential customers. Schedule a free phone consultation with one of our expert Nurse Consultants.



