Social Media and Healthcare
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Social Media and Healthcare
Articles and Discussions on the  intersection of Social Media and Healthcare. Relevant to Healthcare Practitioners, Pharma', Insurance, Clinicians, Labs, Health IT Vendors, Health Marketeers, Health Policy Makers, Hospital Administrators.
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How Healthcare Marketers Can Create Multi-Channel Strategies

How Healthcare Marketers Can Create Multi-Channel Strategies | Social Media and Healthcare |

Integrated, Multi-Channel Healthcare Strategy

You don’t have to be an experienced marketing professional to understand the complex, multi-channel nature of today’s advertisements. Consider the messages you see every day: a product banner follows you to different websites; a brand email reminds you about a sale happening at a store you recently visited; a message bot checks in to ask about a purchase you abandoned in your digital cart.

Integrated marketing strategies are no longer a futuristic concept – they are essential for marketers to keep up with consumers. As the public becomes even more empowered and digitally savvy, marketers must stay one step ahead to create a seamless and impactful experience. When it comes to healthcare marketing, decision making not only involves patients, but also healthcare professionals (HCPs) and caretakers who can act as gatekeepers for the end user. By recognizing the qualities of each of these groups and navigating their relationships, healthcare marketers have the opportunity to create integrated messaging (IM) strategies that are efficient and relevant for every stakeholder in the journey.

When considering the integrated messaging approach, we need to acknowledge that an initial strategy aggregates insights and information and provides a clearly articulated, insights-driven area of opportunity for all brands and services. Strategy further defines the unique and coordinated plan for a given target and creates an integrated messaging experience for each audience.

This approach is cyclical, forever iterating and improving by leveraging data and insights from cross-functional teams to interpret concrete learnings.

Figure 1: Integrated Marketing Cross-Functional Teams

While the thought of coordinating this process across patients, HCPs, and caregivers may seem overwhelming, tapping into the pain points of these groups can provide informed direction, and is as simple as:

  • Asking your customers how they want you to talk to them.
  • Focusing your planning around being responsive to customer actions.
  • Being flexible in how and when you deliver messages and offers.
  • Interacting with people in a prescribed manner that allows them to derive their own path to your relationship.
  • Rewarding that relationship with better experiences.

Special consideration should be given to stakeholders’ channel preferences. Given that less than 45% of all HCPs will allow a pharmaceutical representative in the door, it is critical to measure and capture their channel engagement, quantifying input from their actions and measuring and acknowledging the impact of the correct action. By targeting with multiple tactics/channels and truly understanding the synergy between them, we can better understand their impact on each other and on HCP prescribing behavior. Conversation is measured through actions and engagement across multiple channels, from social media and e-mail to microsites and online forums.

Once the many layers of data have been gathered for each stakeholder, individual journeys can be designed to ensure that you are delivering a timely, relevant, and influential message. T the standard HCP prescribing journey is impacted by several primary influences that include age, gender, and education, and secondary influences including practice characteristics and peer input.

Figure 2: HCP Prescribing Journey

Sending messages based on a target’s previous communications with you allows them to choose their path with your value proposition, ensuring ownership and value. This approach not only works for you as you move the HCP further along the journey from trialist to loyalist, but also rewards the HCP, as they receive the information they need to continue to prescribe, educate, and support their staff and their patients.

It is critical to do what is right for the customer based on interpretation of their actions. Through evaluation of everything from call plan metrics to the cadence of your tactics, the derived learnings serve to align and inform your approach with the end goal.

The healthcare communications landscape is multifaceted and mercurial. Key stakeholders each have their own winding journeys that intersect at multiple points. By being flexible, understanding the key components of your strategy, creating a rich bank of research and data for your three “consumers,” understanding their channel preferences, and creating multi-branched journeys that build off their prior actions, you will be able to form a powerful integrated messaging strategy. One that guides patients, caregivers, and HCPs seamlessly to the information they want and that you want them to see.

John Randle's curator insight, June 29, 4:33 AM

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Pharma Influencers to Follow

Pharma Influencers to Follow | Social Media and Healthcare |

Hone your Pharma Marketing Skills by Following the Greats

  1.       Vas Narasimhan @VasNarasimhan

As the Chief Executive Officer of Novartis, Vasant Narasimhan holds an inspirational passion for health care that is very easy to spot; he has worked on public health issues with many NGOs in India, Africa, and South America before joining Novartis. There, he served public- and private-sector clients on health care engagements. His powerful views and passionate insights give a fresh energy to the pharma and healthcare industries, and he inspires influencers around the globe with his views on leadership, sustainable policy solutions, and the roles that pharma companies (including Novartis) need to play in giving back to society. Keep up with Vas Narasimhan and his ideas on pricing, access, engaging physicians and patients, and even major global health challenges by following him on Twitter.

Vas Narasimhan

How do you value and pay for a one-time treatment that provides a lifetime of benefits? My thoughts on @CNBC:  @Novartis @cnbcevents

Commentary: Novartis CEO: Gene therapy offers hope of cures in one treatment, but US needs new...

The current global health system treats chronic diseases with a pay-as-you-go model, spreading costs over months and years. It's unprepared to pay for a surge of new, single-treatment therapies with...
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  1.       Chris Iafolla @ChrisIafolla

A digital and social media healthcare leader for Marina Maher Communications, Chris Iafolla has amassed an impressive following on Twitter. With a focus on the healthcare industry and integrated communications, this pharma marketing exec has plenty of experience developing global marketing strategies at brand and corporate level for Fortune 11 pharmaceutical companies. In addition, Iafolla has experience in categories like diabetes, oncology, women’s health, men’s health, rare diseases, mental health, and oncology. He’s responsible for the evolution of service and growth at Marina Maher, bringing new and innovative capabilities to its roster of healthcare clients. Stay ahead of emerging trends in the healthcare and pharma industries by accessing powerful take-aways as a follower of Chris Iafolla on Twitter.

Chris Iafolla@ChrisIafolla

Millennials don't care about coordinated care, they want convenient care. Via . @kevinmd

Millennials want convenient care

If a world existed where one could get great convenient accessible care with the same doctor, wouldn’t millennials opt for that?
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  1.       Andrew Grojean @andrewgrojean

Andrew Grojean is the Senior Manager of Innovation for a pharma marketing agency in Kansas City, MO. As a specialist in healthcare marketing, his main focus is developing emerging technologies like artificial intelligence for the pharma industry. Always at the forefront of progress in pharma, Andrew’s expertise with social media marketing has been highlighted on Mashable, CNN, and many healthcare industry publications. In 2015, he was named Medical Marketing and Media’s Young Marketer of the Year and in early 2019, he was the recipient of the SMCKC Trailblazer of the Year award. With an amazing 6,266 followers on Twitter, it’s easy to see that when Grojean has something to say, the pharma marketing industry listens. Follow along with Andrew Grojean on Twitter and gain powerful insight into how to help your highly regulated pharma company use disruptive technologies to achieve its marketing goals.

Andrew Grojean@andrewgrojean

Concerned about how #Facebook’s Clear History tool might affect your brand? >  #pharmamktg #hcsm #socpharm

Facebook’s Clear History Tool: Should Pharma Marketers Be Concerned? | Intouch Solutions

Facebook will soon roll out a new tool called Clear History that would give users the option to disassociate their online activity from their Facebook profiles, essentially erasing their personal...
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  1.       John Baresky @JohnGBaresky

With ample experience in pharma marketing management, pharmacy benefit management, digital strategy, and health services marketing (to name just a few), John Baresky is the king of healthcare marketing leadership success. He leads through collaboration, customer engagement, revenue goal achievement, and future-focused strategy, making him the highly recognized industry guru he’s become today. With almost 4,500 followers on Linkedin and over 2,700 on Twitter, Baresky has accrued a following comprised of software techs, pharma marketers, healthcare strategists, and dozens more. If you’re looking to round out your knowledge base, be sure to follow John Baresky and stay updated on all the most pressing pharma issues as they develop.

John Baresky - Healthcare Marketing Guy@JohnGBaresky

50 Most Influential Clinical Executives - 2019  via @modrnhealthcr

50 Most Influential Clinical Executives - 2019

The 50 Most Influential Clinical Executives program (previously 50 Most Influential Physicians Executives and Leaders) honors physician and nurse leaders working in the healthcare industry who are...
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  1.       Brad Pendergraph @bradatpharma

Social digital powerhouse Brad Pendergraph has been in the pharma industry since 1991, and has worked with domestic and international markets in the U.S. Just one of his many claims to fame is that he’s developed sales force sizing and structuring tools, automated reporting tools, and has authored procedures and add-ins for the intent of removing low-value work from projects. If that’s not impressive already, Pendergraph also was a consultant to teams that created the Novartis Social Media Guidelines and Standard Operating Procedures. After working in pharma on the industry side for over two decades, he transitioned to agencies, to which he provided data visualization using social digital network data sources, integrations of real-world health care provider data, analyses of social digital influencers, and more. Enjoy his unique wit and clever humor for a fresh alternative on pharma info delivery. Follow Brad on Twitter and find him on Linkedin as well.


#alternativefact Everyone has the capacity, time, resources, and understanding to get the best insurance and health care.

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  1.       Dave deBronkart @ePatientDave

With an unbelievable 39,000+ followers on Twitter, Dave deBronkart leads the universe when it comes to patient advocacy. As the author of “Let Patients Help: A Patient Engagement Handbook”, he is considered the leading voice of patient centricity today. deBronkart is an international patient engagement activist who brings the biggest issues in pharma to the table with a clear, concise voice mixed in with just enough familiar content to present his ideas in ways that are easy to digest. Dave’s website, e-Patient, showcases his books he has authored, articles in peer-reviewed journals and health-related blogs and publications, as well as books he has co-authored. Browse his vast and impressive collection and be sure to follow Dave deBronkart on Twitter to engage in a continuous feed of valuable information about patient engagement for the pharma world.

Dave deBronkart@ePatientDave

Hey @DrDannySands I'm gonna be trying this at home, and may bring it to our next visit. @AbridgeHQ ... we shall see

Abridge: Record Your Health Care Conversations

Abridge is the easiest way to record, review, and share your health care conversations.You record. Your record.
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  1.       Joan Mikardos @jmikardos

Joan Mikardos is the Senior Director at Sanofi U.S. and is a self-proclaimed digital and social evangelist within healthcare. With an uncanny knack of being able to combine traditional and new media with her experience, she brings a unique perspective in digital innovations for communications in healthcare. She has worked on both the agency and client sides for various industries and has led the media planning for McNeil Consumer Healthcare, piloted a new media mix for the company’s brands with technology testing, and then jumped to pharma in 2007. Mikardos is well-known for her dedication and reliability, and is the recipient of numerous industry awards and accolades. Her profound impact on pharma and its patients fuels her drive to continue to transform as new technologies develop. Be sure to follow Mikardos on Twitter to stay in the loop of healthcare and pharma technology and her progression as a dynamic pharma influencer.

Harvard Business Review

Relationships at work matter 

joan mikardos@jmikardos
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  1.       Elliott Berger @elliottberger

As the Vice President of Global Marketing and Strategy at Catalent Pharma Solutions, Elliott Berger is an uncontested king of pharma influencers. With more than 4,000 tweets under his belt, he’s a consistent wealth of valuable information for those looking for a solid feed covering all the latest news and developments in the industry. He’s a founding board member of the Catalent Applied Drug Delivery Institute, which was established to improve patient outcomes through academic and industry collaboration. Previously, he was Vice President of Marketing for the Innovation Group at Johnson & Johnson and was responsible for introducing new product launches. He also was Global Group Product Director for the company and led marketing and media innovation and digital strategy for Johnson & Johnson. Having plenty of experience leading emerging markets’ growth strategies, he specializes in creative and energetic global marketing, strategy, product development, and customer experience management. If you’re searching for a consistent source of influential pharma news, ideas, and tips, be sure to follow Elliott Berger on Twitter and on Linkedin.

CHEManager International@CHEManager_EU

@elliottberger of @CatalentPharma commenting on challenges caused by M&A and role of small players vs. Big Pharma in molecule development  #pharma #Mergers #clinicaltrials #medicalresearch

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  1.       Eileen O’Brien @EileenOBrien

With more than 20 years of digital marketing experience in healthcare across a wide variety of therapeutic areas, Eileen O’Brien brings a seasoned, yet fresh, voice to pharma issues. She has focused her talents and expertise on social media since 2010 and has supported the launches and management of branded, corporate, and disease awareness social channels for dozens of medical device and biopharmaceutical clients. As a dynamic pharma influencer, O’Brien has collaborated on strategy, content creation, social media policies and processes, paid media, and building influencer relationships. Eileen O’Brien is well-known in the pharma world as a leader who guides clients to engage in innovative and compliant ways, thanks to her profound knowledge of the FDA and FTC social media regulations. In addition, she founded and moderated the #SocPharm Twitter chat on pharma marketing and social media. Need another reason to follow Eileen O’Brien? She has also been named as one of the Top 50 Most Influential Healthcare Tweeters. Follow Eileen O’Brien now to guarantee that you always have information from the voice of a top authority in pharma at your fingertips.

Eileen O'Brien@EileenOBrien

Fascinating! Merck tests temperature-controlled drug delivery by drone in remote locations 

With test, Merck takes temperature-controlled drug delivery by drone from remote idea to remote...

Drugmakers have speculated about delivering temperature-sensitive vaccines and drugs to remote locations using drones. Now, Merck & Co. is testing the method.
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  1.   Alexandra Fulford @pharmaguapa

Alexandra Fulford is a digital and social media strategy expert who specializes in the pharmaceutical industry. From social media processes to strategy and implementation, her expertise shines across several sub-areas of the pharma industry, and she is also a strong proponent of patient advocacy. In addition, Fulford plays an active role as a Hashimoto’s patient, where she shares support and resources with other patients. She speaks fluent French, Spanish, and German, in addition to basic Mandarin. If you’re interested in cross-cultural pharma topics, she’s your gal to follow. Fulford has extensive experience working with pharma companies including Astra Zeneca, Novo Nordisk, Roche, Novartis, Merck Serono, Sanofi, and others. Her projects have included developing and running digital and social media training programs and workshops, developing cross-functional local-to-global implementation processes and strategies, and more; her passion lies with pharmaceutical digital strategy and marketing. Specifically, she is focused on how the industry can use social media and new digital technologies in order to positively impact patients’ lives. Follow Alexandra Fulford and her blog, and be sure to become a follower of hers on Twitter.

Alexandra Fulford@pharmaguapa

Not overly surprised RT @richmeyer: Only 34% of physicians feel that pharma websites are trustworthy 
#pharma #hcmktg #digitalhealth #MMMNews #pharmaforum #pharmatimes #pharmaexec #doctors20 #hcsmeu #hcsm #pharma

Only 34% of physicians feel that pharma websites are trustworthy

KEY TAKEAWAY: A survey by the Decision Resource Group reveals that only 34% of physicians feel that pharmaceutical websites are trustworthy. Even fewer (barely a quarter of the 2,784 doctors survey…
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Still interested in advancing your skillset in this high-powered, quickly changing industry? Attendingpharma marketing conferences is one of the best ways to keep up with and soak in all the latest news and advancements in the industry on a consistent basis. They usually fill up quickly, so be sure to secure your spot as soon as possible.

John Randle's curator insight, June 29, 4:34 AM

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5 Examples of Videos that Enhance Customer Experience in the Healthcare Industry

5 Examples of Videos that Enhance Customer Experience in the Healthcare Industry | Social Media and Healthcare |

Today, pretty much every industry uses (or should be using!) video marketing. The healthcare industry is no exception.

According to a report from HubSpot Research, 2019 is the year for video as a “holistic business approach”, meaning video content will be produced by all industries in a conversational, actionable, and measurable way.

Video on landing pages is capable of increasing conversion rates by over 80% (it’s eighty!), and the mere mention of the word “video” in your email subject line increases open rates by 19%.

When it comes to products, the numbers are even more notable: 4x as many customers would rather watch a video about a product than read about it.

For modern healthcare, video is a new way to simplify communication, convey complex information in a way that is more memorable and impactful, and essentially serves patients better.

According to Google Think, 1 in 8 patients have watched online video on various health sites.

They might have been looking for a clear and concise explanation of the disease.

Or searching for video reviews to choose the best dental office. Or simply googling an overview of the new clinic, to know what to expect.

The healthcare industry is vast, so it’s very hard to narrow the list of the best video types to just 5 examples.

But, here are the 5 videos that really bring healthcare marketing to a new level.

1. Explainer videos – Break Down Complex Information

An explainer video is a short 1 to 3-minute video that helps explain a complex subject in a short, compelling, and engaging way.

These types of videos require story-boarding, sound, and often a voiceover. The visual usually includes stock or custom video, 2D (vector-based) animation, and motion graphics (typography, animated logos, and other elements).

I get it, healthcare marketing is very tricky. You have a lot of technical jargon, compliance requirements, and privacy laws that limit your creativity and require you to speak to a viewer in a certain way.

It isn’t easy to find the right balance between all these limitations and the creative side of the video.

I really get it because I myself created healthcare explainer videos. I know it isn’t easy but the result is worth it!

Here’s the first example, courtesy of our own Sensei Marketing team. We created this explainer video for our client – LifeWIRE Anesthesiology.

“So, what does LifeWIRE do?” – you may ask. Their website says:

LifeWIRE is a patented communication platform designed for population management to empower healthcare providers to have on-going patient contact and insight through personalized, automated remote dialogue.

As the general public, we understand all these words separately but…not so much in one complex sentence. And that’s exactly why a short explainer video is a perfect solution for LifeWIRE.

For this video, we used the insanely effective content marketing strategy – storytelling.

There are many reasons why video makes content “stickier” in people’s minds. Studies show that our brains are “particularly attuned to stories”, and that stories of people overcoming problems are particularly irresistible to us!

So, in 3 minutes we tell the story of “Ted”, a very relatable persona who faces a common problem. Then we introduce the solution (you got it, it’s LifeWIRE), and finally, we show exactly how the technology works on Ted’s example.

Taking a complicated process like a doctor monitoring Ted’s health and prescribing medication through LifeWIRE’s tech, and breaking it down into a short video with colourful graphics and key takeaways, helps doctors, patients, and even investors of LifeWIRE work better together.

The video is bright, simple, and engaging. This marketing tactic does a much better job of explaining the service and enhancing customer experience than, say, another banal brochure.

2. Testimonials – Use Social Proof

A well-executed patient testimonial video hits all of the points that help people remember your healthcare brand. With this type of video, your main goal is to make a testimonial —and the subject of a testimony—trustworthy.

My piece of advice here is to encourage a relaxed atmosphere when you’re filming a testimonial video. Get to know your subject, show them that camera doesn’t bite, be prepared to take breaks if necessary to lower the pressure. You want your subject to speak naturally, so, please, don’t allow reading from a script.

What exactly to film?

  • Provide credibility for your clinic/office/product and ease the mind of your patients by sharing video testimonials from past patients.
  • Before-and-Afters, reviews from happy patients, will make your new patients feel more comfortable working with you.

Watch this great example by ClearChoice Dental Implant Center.

They managed to incorporate storytelling in the testimonial – and did it brilliantly!

First, they make us emotionally attached to Krista – the hero of the video, by showing her kids, and hard work she does.

And only then we hear the review from Krista, a couple of professional comments from her doctor, and her Before and After. I would trust a testimonial like this 100%!

3. Expert Videos – Educate & Build Trust

Do you still think there is no influencer marketing in the healthcare industry?

Well, we already proved it wrong in our blog post about 5 Examples of Influencer Marketing in Healthcare.

Now, have you ever thought that your doctors are really powerful influencers?

Start now!

Your doctors are your experts, the most credible source of information to both patients and the general public.

Building a personal brand for your doctor is a real influencer marketing tactic.

Expert reputation always starts with educating the audience.

Do you have a complex issue, medical procedure or treatment that needs an explanation?

It’s time to introduce your doctor to the audience through expert videos.

Here’s a good example featuring Dr. Sebastian Fernandez Bussy, a pulmonary physician at Mayo Clinic in Jacksonville.

In this video, he talks about a new option for patients with emphysema, an alternative to invasive surgery.

4. “What To Expect Video” – Put Patients At Ease

Another way to use the influence of your doctors is to feature them in a “What to expect” video.

It may be a virtual tour of the hospital or private practice, or a walk through the treatment details.

It’s no secret that even a simple visit to the doctor can cause anxiety for patients.

It’s comforting for your audience to know what to expect during their appointment or procedure.

A “What to expect” video is a great way to educate patients about the treatment and explain what will happen during their visit.

By setting a patient’s expectations before their visit, you are positioned to meet or even exceed those expectations, and that creates a positive patient experience.

Sandstone Chiropractic in Texas sets patient expectations with a video “What is Different about Sandstone Chiropractic?”

Note how they literally walk you through your future visit  – you see the clinic, you know what’s going to happen when you come in, and of course, you get to meet the doctor.

5. Share Healthcare Tips On Social

Love it or hate it, video has absolutely dominated social. According to a recent HubSpot Research report, 4 of the top 6 channels on which global consumers watch video are social channels.

What can you do on social in the healthcare industry?

Share general health advice because you care about the well-being of your patients!

You can use video to share tips on how to improve general health, stay healthy in summer, do exercises at home…

Have a look at the YouTube channel of US-based Mayo Clinic, it’s a brilliant example of great video marketing on social.

Making Mayo’s Recipes is a weekly content rubric Mayo Clinic posts on a regular basis.

All the recipe videos are focused on healthy ingredients to help viewers make better choices with their diet.

Because these videos are posted regularly, the viewers are motivated to come back for the update.

And if the content is good enough, they won’t just come back – they’ll share your content with their network!

What I especially like about this example is that it’s not just about health, it incorporates aspects of lifestyle, daily life for the audience.

It stays relevant no matter what and can be easily re-used in the future. Creating such evergreen content is a best practice in video marketing!

Also, don’t forget that you can also curate content.

It’s a great solution for those who are not yet ready to commit to custom video production. You can create a library of resources, a playlist on YouTube.

And of course, remember to re-use your existing content, don’t let anything go to waste.

We’ve looked at a lot of evidence that videos are perfect for the healthcare industry. There’s no better way to build connections with your audience, communicate your message, increase your brand reach, and enhance the customer experience.

Creating a great healthcare video is not easy — it takes a greater investment of time and effort than many other digital marketing methods. But a well-made video will be one of your most valuable assents!

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Digital Marketing: Using Social Media to Reach More Patients

Digital Marketing: Using Social Media to Reach More Patients | Social Media and Healthcare |

We’ve talked about social media and its influence in digital marketing and healthcare a few times before. And when it comes to healthcare, patients want to hear experiences from other patients. 

Doctors and healthcare providers won’t have all the answers. That’s why patients and caregivers are seeking health advice through channels, including online discussion forums, blogs, and social media. 

Today, we’re going to go over some specs of this social media and how to use it in a way that will benefit your practice.

Why Use LinkedIn for Digital Marketing?

Numbers don’t lie. Numbers are saying that LinkedIn is one of the biggest social networks out there. It’s exclusively the largest social network for professionals. 

That’s why using LinkedIn to connect with patients is an ideal tool. Still not convinced that online digital marketing is the way to go? Check out some fast facts on LinkedIn: 

In 2017, there were:

  • 467 million users 
  • 106 million active monthly users 
  • Over 39 million users comprised of students and recent grads 
  • 1.5 million active LinkedIn groups on the platform 

With stats like this, you’d be crazy not to put your practice on this platform. While other social networks like Facebook and Twitter are also popular, it’s undeniable that LinkedIn is making a breakthrough. 

According to research, more than half American LinkedIn users use smartphones to get health-related information. When it comes to LinkedIn, you have a variety of ways to engage with patients. Here we’ll break down some productive ways to connect with your audience. 

1. Engage Groups

Joining industry-specific groups allows you to interact with patients and providers and take part in discussions by posting to group forums.

This is a more natural and less self-promotional way to engage with patients. It is an opportunity for you to show the human side of your organization, be conversational, ask questions, and weigh in on relevant discussions. 

2. Write Influencer Posts

You can post original content stemming from your company’s blog posts. If there was a popular article on your company’s site, rework it into a more personal opinion piece to generate dialogue. 

3. Create Showcase Pages

Showcase pages allow followers to subscribe to receive notifications when there are updates or new materials posted. You can use ads here to find patients who could benefit from your services. 

4. Open Dialogue with New Contacts

Once you are connected with a new contact, you now have a platform to engage in dialogueSend a quick thank you note if they accepted your connection request or a short introduction if they added you.

Follow up by offering to answer any questions they may have. You can even invite them to groups of which you are a part or sponsor on LinkedIn directly. 

5. Curate Peer-Generated Resources 

The consumer society is driven by recommendations from peers today. Before we make any purchasing decision or appointments, we almost always reach out to close contacts to see if they have any experience.

Why Use Instagram for Digital Marketing?

You may think Instagram is useless, especially if you’re already using Facebook, Twitter, or LinkedIn. But here are some important stats nobody can deny:

  • 1 billion users worldwide
  • 2 million monthly advertisers
  • 71% of US businesses have Instagram
  • Leading social media app in terms of engagement
  • 75% of users take action after viewing a CTA

These numbers don’t lie, and it’s clear why more health care providers are turning to Instagram to reach patients and establish authority.

If you’re looking to establish your practice’s brand and voice online, here are some basic steps on how to use Instagram.

Instagram is a straightforward and visually engaging way to connect with patients and tell your sleep practice’s story.

Use this platform to give a more personal look to your practice and make existing patients and potential patients feel more connected to you and your team. A little glimpse into your practice could mean new patients.

1. Cover the Basics

If you’re completely new to Instagram, there are a few items you need to take care of before going any further.

If you already have a profile, make sure you have these minimum requirements.

  • Choose a catchy yet relevant profile name
  • Use a high-quality image for your profile picture
  • Search the right hashtags to include on your posts

Complete the package by writing a bio that gives followers all the info they need – name, specialty, location, and a link to your website.

2. Create Engaging Content

Now that your profile is ready to go, you can turn your focus to creating compelling content.

High-quality images and videos are the only way to go if you use poor quality people will stop viewing your profile.

Write clever captions and link to relevant users. For example, if you partner up with another specialist, consider featuring their page to connect followers. If you feel you don’t have time to create quality content, you should plan it out ahead of time and use scheduling apps like Hootsuiteto plan out content.

3. Introduce the Team

There’s no better way to showcase your talent and introduce your voice than by using Instagram to create relationships.

Do this by sharing photos of you and your staff with short intros. Or even do posts like “staff member of the month” (or week) depending on how large your practice is and let patients form connections with your team.

4. Niche “Stuff”

Use your profile as a way to “geek out” and show patients what you’re all about. Share pictures or videos of the latest equipment and treatments. Whatever items are considered the cool content of your field will surely be a good post on Instagram.

5. Patient Photos

Depending on your field, many patients are already sharing photos of their visits, especially before and after shots. Talk with your patients and see if they’d consent to being showcased on your practice’s Instagram.

For example, take a page from the book of Instagram-famous dermatologist Dr. Pimple Popper (who garnered so much attention on Instagram that she now has a TV show).

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Top 25 Most Social Media Friendly Nursing Schools of 2019 - 2019

Top 25 Most Social Media Friendly Nursing Schools of 2019 - 2019 | Social Media and Healthcare |

While nurses must use caution when sharing on social media due to HIPPA regulations, the proliferation of social platforms allows nurses the unprecedented opportunity to promote individual and public health. By following social media guidelines for nurses, healthcare professionals can use Facebook, Twitter, Instagram, and other popular platforms to share new research, remind current patients about community screenings or meetings, and inform prospective patients about offered services.


Professional and ethical social media in nursing activity can also help promote important health initiatives, such as AIDS awareness or cancer screenings. Working together, social media and nursing professionals can better serve patients, communities, and worldwide audiences.



The following list of schools draws from universities where social media and nursing students alike receive focused attention. These rankings take into account both the number of followers and the amount of activity on the most popular social media sites: Facebook, Twitter, Instagram, and YouTube. This ranking also considers follower engagement, which helps identify the school’s social media in nursing reach.


The ranking methodology also takes into consideration the quality of content each school posts. Helpful information, or information that benefits the nursing field at large, ranks higher than posts that simply inform the student body about upcoming events.

1. Johns Hopkins University


Located in Baltimore, Johns Hopkins University offers nursing degrees in a variety of places, times, and formats. The university’s many possibilities for nursing education include pre-licensure options, a master of science in nursing, doctoral nursing programs, post-degree opportunities, and executive education.


Johns Hopkins earned recognition as one of the most social media-friendly schools with more than 17,000 followers on Facebook. The school’s Twitter feed is current and rich in information, with nearly 21,000 tweets in total. Additionally, the Johns Hopkins YouTube channel gives viewers hundreds of practical videos to watch, such as vignettes of current healthcare students and professional development videos.

2. Duke University School of Nursing


Ranked second in the nation by U.S. News & World Report for the 2020 Best Nursing Schools, Duke University School of Nursing leads the next generation of healthcare professionals by educating transformational leaders in nursing. Duke offers an accelerated program, allowing students with a previous degree to earn a BSN in just 16 months. Students can also earn a master of science in nursing, a doctor of nursing practice, and a doctor of philosophy in nursing and complete a postdoctoral fellowship.


With more than 10,000 Twitter followers, the Duke University School of Nursing earned its place as one of the most community-focused nursing schools. Duke also boasts more than 4,500 Facebook followers and 800 YouTube subscribers.

3. Yale School of Nursing


Yale School of Nursing, founded in 1923, became the first university to train nurses through an educational program instead of an apprenticeship. Master’s programs available at the Yale School of Nursing include nurse practitioner, nurse midwifery, clinical nurse specialist, and nursing management. It also offers post-master’s certificates in six different areas and a Ph.D. in nursing. Yale prides itself as a school whose nurses go beyond normal service in order to become agents of social and political change.


Yale School of Nursing hosts a practical and historical Twitter feed with more than 14,000 followers and a Facebook following of 3,000. On Yale’s YouTube channel, students can find a variety of video interviews showcasing healthcare professionals.

4. University of Alabama at Birmingham School of Nursing


The University of Alabama at Birmingham School of Nursing ranks as one of the best graduate schools in the 2020 U.S. News & World Report. Programs offered at the school include a Ph.D. in nursing, a doctor of nursing practice, a bachelor of science in nursing, a master of science in nursing, and an accelerated master’s in nursing pathway.


As a leading research school in a variety of healthcare fields, UAB Nursing engages with the surrounding community through research. With thousands of followers, this school educates others in the community through a strong social media presence on Twitter, Facebook, and YouTube.

5. University of Cincinnati College of Nursing


With several nursing education options, the University of Cincinnati College of Nursing educates healthcare professionals through interprofessional collaboration, innovative teaching, and experiential learning. UC College of Nursing offers undergraduate co-ops, education units, and an international program.


UC College of Nursing emphasizes professional commitment through its medical research, diversity and inclusion, and high academic standards. Nearly 5,000 tweets, more than 18,000 Facebook likes, and almost 400 YouTube subscribers give this school its booming social media presence.

6. Kent State University College of Nursing


The Kent State College of Nursing is one of the nation’s leading schools in healthcare education. Its faculty helps students reach their full potential, whether pursuing an associate degree or a Ph.D. With more than 350 clinical partners, KSU emphasizes healthcare through experiential learning. Kent State College of Nursing graduates make up more than 40% of the nursing workforce in Northeast Ohio alone and extend services to a greater community through a strong social media base.


Through Facebook, Twitter, and Youtube, Kent State College of Nursing publishes constructive posts and videos about the nursing field and boasts more than 2,000 Twitter and Facebook followers.

7. The University of Iowa College of Nursing


The University of Iowa College of Nursing began in 1898 and now houses innovative and expansive programs for gerontology and nursing service administration. Iowa Nursing specializes in anesthesia, pediatric nurse practitioners, and master of science in nursing programs. The university’s graduates compose a large portion of Iowa’s nursing workforce.


Because of its expansive social media presence, Iowa Nursing extends its influence beyond the Iowa City campus to reach a global audience. It boasts more than 5,800 tweets and 1,200 Twitter followers, 4,200 Facebook followers, and YouTube videos with nearly 3,000 views.

8. Columbia University School of Nursing


Columbia University School of Nursing occupies a campus in the heart of New York City, educating nursing students for more than 125 years. Students at Columbia Nursing train to master all areas of nursing care. As an established institution, Columbia produces students with published research that impacts the world of healthcare. Columbia also hosts partnerships with prestigious groups, such as the Columbia University Medical Center and the College of Dental Medicine.


Columbia Nursing ranks high as a social media-friendly school with its 4,600 Twitter followers, 600 YouTube subscribers, and more than 10,000 Facebook followers.

9. University of Texas at Austin School of Nursing


The University of Texas at Austin School of Nursing identifies as the major center of nursing education in Texas. In addition to associate, bachelor’s, master’s and Ph.D. programs, UT Nursing offers an associate-to-bachelor program and an alternate-entry doctor of philosophy program.


Cutting-edge research, collaborative partnerships, and service through community-based clinics mark the character of this large school. UT Nursing contains many different research centers and initiatives for study and service. The Longhorns boast more than 4,000 Twitter followers, nearly 3,000 Facebook followers, and an informative and historical YouTube channel.

10. Ida Moffett School of Nursing, Samford University


A Christian school in the Southern Baptist tradition, the Ida Moffett School of Nursing at Samford University sees students through a quality education to prepare caring, competent, and compassionate nurses in today’s society. Its class of 2018 nurse anesthesia students boasted a 100% employment rate.


With its Twitter feed embedded directly into its website, the Ida Moffett School of Nursing ranks among the most socially competent institutions. The school also engages more than 3,700 Twitter followers, 2,200 Facebook followers, and sustains an impressive YouTube channel.

11. The University of Arizona College of Nursing


For those pursuing a career in nursing, healthcare administration, public health policy, advanced practice nursing, nursing education, or nursing research, the University of Arizona College of Nursing offers bachelor’s, master’s, and doctoral nursing programs. UA Nursing’s new doctor of nursing practice helps learners obtain their doctorate in just over two years.


UA Nursing provides engaging material through its Twitter account, with almost 3,000 followers. Additionally, UA College of Nursing hosts a multitude of practical YouTube videos and a Facebook account with nearly 4,000 followers.

12. University of South Carolina College of Nursing


The University of South Carolina College of Nursing has graduated more than 10,000 nurses since 1957 when it became South Carolina’s first nationally accredited baccalaureate nursing program. At UofSC, students get a top quality education whether in the classroom or in a traditional clinical setting. Learners receive hands-on training in the world-class simulation lab. The school also boasted a 100% pass rate for NCLEX in May 2018.


UofSC leads the social media rankings with more than 20,000 tweets and 184,000 followers. The UofSC’s School of Nursing boasts almost 5,000 Facebook followers.

13. Washington State University College of Nursing


Nearly 1,000 students call Washington State University College of Nursing home. WSU Nursing began as the Intercollegiate Center for Nursing Education in 1968, the first nursing consortium in the nation. Today, WSU Nursing includes master’s and doctoral degrees. As one of its central goals, it promotes nursing and interprofessional research and evidence-based practice.


With more than 3,600 Facebook followers, WSU College of Nursing provides a wealth of knowledge and a big social media presence through helpful news articles, videos, and links in the healthcare industry.

14. Georgetown University School of Nursing & Health Studies


Georgetown’s School of Nursing & Health Studies provides a student-centered education in accordance with the Jesuit tradition. The school splits into four departments: health systems administration, human science, international health, and the department of nursing. With academic programs at the bachelor’s, master’s, and doctoral levels, this school trains nurses with varying experience levels. The school’s mission “aims to promote health equity and improve population health locally, nationally, and globally.”


Georgetown’s 231 Instagram followers, 3,795 Facebook followers, and 1,395 Twitter followers give Georgetown its reputation as a social media-friendly school.

15. Northeastern University Bouve College of Health Sciences, School of Nursing


The Bouve College of Health Sciences School of Nursing offers a direct entry program along with an online RN-to-BSN program, an online neonatal nurse practitioner program, an online master of science in nursing administration, and many other nursing certificates and specialty programs. With a network of nursing career options, Northeastern School of Nursing can train nurses for service at all levels.


Northeastern School of Nursing boasts 669 Twitter followers and more than 1,500 tweets engaged in helping the nursing community through online articles and information. The videos on the Northeastern ABSN YouTube channel — some with more than 2,000 views — help students understand the career path options offered at Northeastern.

16. Ohio State University College of Nursing


The Ohio State University College of Nursing offers many options for those going into or already working in the nursing industry, including undergraduate degrees, master’s degrees, doctoral and postdoctoral degrees, certificates, preceptors, and continuing education. For its master’s level, OSU offers a wide array of degree options. Ohio State ranks as the 2020 U.S. News & World Report second best online program for graduate nursing and third for the best online bachelor’s program.


OSU’s social media presence ranks among the top social media-savvy schools, with more than 2,000 Facebook followers, 3,000 Twitter followers, and hundreds of YouTube videos.

17. University of Washington School of Nursing


The University of Washington School of Nursing emphasizes research to address the most pressing challenges in healthcare. The school includes three academic departments: bio-behavioral nursing and health informatics, family and child nursing, and psychosocial and community health. UW offers six nursing programs with a variety of specialties and continuing education opportunities.


With more than 722 alumni on LinkedIn, 3,575 likes on Facebook, and over than 2,200 Twitter followers, the University of Washington School of Nursing extends its academic and vocational reach beyond the Pacific Northwest.

18. Emory University Nell Hodgson Woodruff School of Nursing


The Nell Hodgson Woodson School of Nursing at Atlanta’s Emory University attracts nursing students who want to learn innovative patient care techniques from a staff constantly working to discover new methods to advance the nursing profession. With more than 95 faculty and 114 instructors whose mission entails training leaders in patient care, public health, and education, the school offers a wide array of degrees and continuing education options.


Emory Nursing boasts a strong social media presence, with almost 2,000 Twitter followers, 3,000 Facebook followers, and an impressive video library on its website.

19. University of North Carolina at Chapel Hill School of Nursing


With the slogan “local focus, global impact,” the UNC at Chapel Hill School of Nursing offers a BSN program and an MSN with specialties in adult-gerontology nurse practitioner, family nurse practitioner, pediatric nurse practitioner/primary care, healthcare systems, and psychiatric/mental health. UNC Nursing also offers post-master’s certification and a doctoral program. What began in 1950 as a way to train North Carolina’s nurses has transformed into a global health education facility.


Carolina Nursing boasts more than 4,000 Twitter followers, 2,000 Facebook followers, and a YouTube channel containing videos on mentorship, leadership, and strategic planning.

20. University of California San Francisco School of Nursing


Founded in 1907, the UCSF School of Nursing trains nursing professionals in excellence, diversity, and innovation. Faculty members serve as advisers and as leaders in policy, healthcare delivery, and clinical and translational research. In the last decade, UCSF received recognition as the first and second most funded schools for National Institute of Health research.


UCSF Nursing remains one of the top schools for social media presence, publishing nearly 4,000 tweets to more than 2,000 Twitter followers and receiving more than 8,000 likes. The school claims almost 10,000 Facebook followers and publishes countless YouTube videos.

21. University of Wisconsin-Milwaukee College of Nursing


As Wisconsin’s largest nursing program, the University of Wisconsin-Milwaukee College of Nursing offers a bachelor of science, a direct-entry master of nursing, a doctor of nursing practice, and Ph.D. degrees. UWM’s School of Nursing programs include a distinctive master’s in sustainable peacebuilding for nurses that partners with local and global organizations to develop strategies for changing today’s biggest healthcare crises.


Faculty at UWM conduct research and train nurses to work in pediatrics, geriatrics, community clinics, and pharmaceutical labs. Students choose from a list of bachelor’s, master’s, and doctoral degrees and certificate programs offered at UWM. More than 1,800 Facebook followers and 2,500 Twitter followers make UWM a leading school for social media presence.

22. UMass Amherst School of Nursing


The University of Massachusetts Amherst School of Nursing has educated nurses, nursing instructors, and researchers for successful and fulfilling careers for over 60 years. A central part of UMass Amherst’s mission within the College of Nursing remains to train culturally proficient nurses who work to improve healthcare on a global scale. At UMass Amherst, nursing students may earn a bachelor’s, master’s, or doctoral degree with emphasis on areas like psychiatric care or integrative modalities.


The UMass School of Nursing interacts with almost 500 Twitter followers and 1,000 Facebook followers, providing many links to informative videos.

23. University of South Florida Health College of Nursing


The USF Health College of Nursing focuses on innovation, engagement, and integrity. Through its mission, the school trains nurses to transform lives by improving healthcare. USF Health College of Nursing strives to enhance its cutting-edge programs for training tomorrow’s nurses and innovative research initiatives. The USF College of Nursing also gained entry into the U.S. News & World Report’s top 50 graduate nursing programs for 2020.


More than 1,000 YouTube subscribers, 4,300 Facebook followers, and 2,000 Twitter followers give USF College of Nursing its place as a top school present in social media.

24. University of Illinois at Chicago College of Nursing


The University of Illinois at Chicago College of Nursing offers BSN, master of science, degree completion, doctor of nursing practice, and Ph.D. programs in five locations: Chicago, Rockford, Peoria, Urbana, Springfield, and the Quad Cities. Students at the University of Illinois learn as part of a diverse, collaborative, and intellectual part of the community. This nursing school focuses on three areas of impact: research, practice, and global health.


The College of Nursing maintains an impressive social media presence through its 716 Instagram and 2,800 Facebook followers, sharing interesting healthcare content with a growing community.

25. Seattle University College of Nursing


The nursing program at Seattle University College of Nursing identifies with the Jesuit tradition, which encompasses academic excellence, ethics, service, and personal and spiritual growth. Graduates can enter the nursing community prepared to work hard to meet the healthcare needs of the frail, vulnerable, and underserved in the community. The school focuses on deriving a core value of social justice and commitment to community.


Seattle University College of Nursing maintains more than 2,900 Facebook followers and interacts with current and prospective students across the globe through various social media outlets, such as LinkedIn, Twitter, Instagram, and YouTube.

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Healthcare marketing blogs: 7 of our favorites

Healthcare marketing blogs: 7 of our favorites | Social Media and Healthcare |

Healthcare marketers know that it’s not easy to keep track of the latest industry trends. Our jobs are often pulling us in a few different directions, whether it’s writing physician bios, drafting new webpage content or interviewing SMEs. That’s why we rely on the web’s best healthcare marketing blogs to keep us in the loop.

Our favorite marketing blogs don’t have to have a fancy design or snazzy title, but we do look for consistent posts, industry news and content that helps make our jobs easier. Bonus points for creative, out-of-the-box topics that bring a fresh perspective to healthcare marketing.

We’ve put together a quick roundup of our favorite resources for healthcare marketing news and trends. Do any of these make your list?

Ragan’s HealthCare Communication News

Ragan’s HealthCare Communication News has been one of our go-to resources for years. They provide a ton of great content around healthcare writing and editing, PR and marketing, social media and internal communications. We also love their excellent pool of infographics — one of our favorite ways to digest information.

Health Care Social Media

Whether we like it or not, social media is a major part of healthcare marketing today, which is why we love the quote featured on Health Care Social Media Blog’s home page:

“We do not have a choice on whether we do social media, the question is – how well we do it.” – Eric Qualman

We love the Health Care Social Media blog because it’s a resource that helps make our job easier. It has a weekly “Monday Morning Cool Tool” post that shares a new app or website that can make your social media marketing more effective. This blog also frequently shares tips and best practices for marketers trying to improve their healthcare social media game or be more efficient in their day-to-day social media tasks.


There are plenty of marketing blogs on the web today, but what if you’re looking for healthcare-specific SEO advice or best practices on physician liaison roles?

Although the Intrepy blog is not updated as often as some others, we love that they feature articles that cover topics with the healthcare marketer in mind. They tackle areas like medical SEO, online reviews for healthcare organizations, physician referral relationships and Instagram for medical practices.

The Healthcare Marketer

The Healthcare Marketer is hosted by Dan Dunlop, who is principal of the healthcare marketing agency Jennings. Through his blog, Dan shares his advice and experiences in healthcare marketing, specifically around topics related to patient and consumer engagement.

What’s great about this healthcare marketing blog is that it’s all written in Dan’s professional point of view, which provides a refreshing read after many of the other marketing blogs on the web today. The personal voice is engaging and feels more like a conversation, rather than a list of best practices.

Content Marketing Institute (CMI)

Yes, this isn’t a healthcare marketing blog specifically, but if you’re a marketer, you’ve got to readContent Marketing Institute’s blog. If you’re looking for anything — and we mean anything — related to content marketing, CMI’s blog is the place to be.

CMI also offers a wealth of other content marketing resources, like webinars, weekly Twitter chats, podcasts and conferences.

Becker’s Hospital Review

Becker’s Hospital Review is one of our top sources for healthcare industry news. While the content may not always focus on healthcare marketing, Becker’s helps us keep tabs on trends and headlines across a broad spectrum of healthcare topics, including strategy, telehealth, patient engagement, rankings, mergers and more.

Franklin Street Insights

We find plenty of useful articles, guides and reports on Franklin Street’s Insights. As a healthcare “brand innovation firm,” Franklin Street features a lot of content around hospital branding, but also covers other important healthcare business topics, like advertising, recruiting top medical talent and handling hospital expansions.

What are your go-to healthcare marketing blogs?

Of course, we’re big fans of our own blog here at WriterGirl, but we know we’re just one of many resources available for healthcare marketers and writers.

Where do you head when you need marketing advice for your healthcare organization? We’d love to hear all about your favorites in the comments section below.

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Importance of Digital marketing for Healthcare industry

Importance of Digital marketing for Healthcare industry | Social Media and Healthcare |

Progress is the name of change, adaptation, and naturalization. In this context, marketing techniques play smart to attract customers and it has become easier with digitized marketing process boosting sales, profit and Return on investment. Now, this marketing is spreading towards healthcare industries taking healthcare services to the next level. But how things are changing quite exciting to know.
According to Google, one out of every twenty searches on its platform is related to healthcare. And more importantly, the number is on a constant upswing- meaning happy days for the sector. This is good news for healthcare advertising agencies encouraging to multifold their jobs to garner more eyes. Digital marketing has completely replaced the traditional Healthcare Marketing Practices.

Why you need Digital Marketing for your Hospital or Clinic?

Report says –

  • 84% of patients avail offline as well as online sources for clinic/hospital research.
  • Patients search for symptoms and condition of diseases on the digital podium before visiting a doctor.
  • Digital content comes handy to schedule an appointment.

Before Scheduling an Appointment –

  • 44% of patients book appointments who research for hospitals site using mobile.
  • 83 % patients visit hospital site to be informed about the service offered.
  • 50% of patients get influenced by sites rich with health information.
  • 26% patients leave reviews on social media, website and Google reviews.
  • 1 in 8 patients follows online videos for testimonials and review.

After Booking an Appointment –

  • After availing service from a particular hospital, patients share their experience.
  • 12% of patients post review on social media.
  • 6% post reviews on hospital or clinic website.

How Digital Marketing Holds Advantages for Healthcare Sector?

  1. With digital marketing, you can track your customer’s behavior to streamline your services for elevated customer experience.
  2. Digital marketing reduces the spend on marketing by opening up loads of tiny yet effective marketing approach, like Facebook, Twitter, LinkedIn, YouTube, Instagram, Content marketing, broachers, website and many more.
  3. It lets you engage your customers with alluring and informative content and info-graphics.
  4. Through email marketing and social media marketing, you can directly interact with your potential customers.
  5. With regular updates, you can maintain a healthy and long-lasting customer relationship.
  6. Unlike traditional marketing, Digital Marketing Companies offer increased chances of personified marketing experience.
  7. Digital marketing is time efficient, pocket-friendly, instant, effective and it offers best possible ROI and up to 80% higher revenue over your marketing spend.

In the light of the above impacts and advantages, the prime takeaway is –healthcare sector should practice digital marketing. And if you are wishing to have higher visibility and build brand loyalty, it’s better to hire an effective healthcare marketing agency that might help you out with desired results.

Six Key Servings of a Healthcare Digital Marketing Agency

1. An easy to navigate presentable website:

A finger-friendly website full of desired information is paramount being the mirror to reflect you among your customers.Ensure to design an easy to use, mobile responsive and patient-focused website with engaging content and info-graphs. Additionally, include your contact and address details, list out your services, appointment schedule, timings and doctors profile for better understanding for your visitors that might aid you to get ready to go customers.

2. Informational blogs embedded in the website:

Rich blog content helps your website to be at the top of search engine result page and make you visible to customers wishing to avail healthcare service. Along with blogs, do publish the customer experience availing your services or testimonials that may inspire other patients to visit you. Updating novel medical information about diseases, causes, treatment, world survey results, healthy diet, and lifestyle is the key to the higher time of retention.

3. E-mail marketing:

A captive website with rich text makes you searchable but with an informative email, you will be a step ahead. While some exclusive offers and promotions are going on, do a broadcast with informative bulk mail with an inviting note to make a large number of customers visit you.

4. Video marketing:

Video marketing is in trend being time efficient and educative at the same time. Do prepare relevant videos with associate physicians, doctors and people having medical knowledge or your regular customers by asking them to share their experience. Then share those videos in varied social forums like Facebook, LinkedIn, Twitter, and YouTube having huge customer followings. And if you are into healthcare services, then this article is exclusively for you. Take a look.

5. SEO to be taken care of:

Search engine optimization holds significance for online visibility. Without any compromise implement white hat SEO strategy for organic leads. While talking about white hat SEO, keywords come into the picture. So before doing any sorts of content do a thorough market and competitor research and list out potential keywords that are potent enough to drag customers to your site with ease. And include those shortlisted genuine keywords in your website and blog content, email, audio, and video to effectively invite loads of customers. In addition, using an SEO tool, track your website performance and improve with desired elements to stay ahead of varied penalties asked by Google.

6. Social Media Marketing:

Being an open forum, social media addresses huge customers. Hence, it is advisable to make your social visibility strong enough arresting interest of the visitors. With an apt media, marketing planning picks the social podium that suits your business the best. Bombard that social media with relevant infographics, images, videos with inviting content taking leverage out of the broad forum by targeting genuine customers that result in conversion rate optimization and ultimately higher revenue.


Admiring the vitality of digital marketing in the healthcare industry, its implementation is paramount to experience sales boost with heavy web traffic. Estimating time and resource, plan for digital marketing strategy and for the best result hire a healthcare digital marketing agency that aids you to uplift your online visibility and ultimately business optimization and higher return on investment

Angela Giles's curator insight, August 22, 2019 3:43 AM

I agree that Progress is the name of change, adaptation, and naturalization. In this context, marketing techniques play smart to attract customers and it has become easier with digitized marketing process boosting sales, profit and Return on investment.

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Social Media has Revolutionize Healthcare: Explained using Innovative Ways

Social Media has Revolutionize Healthcare: Explained using Innovative Ways | Social Media and Healthcare |

Social media has now become part and parcel of the life of the people. Why not? The regular updates from social media platforms such as Facebook, Twitter, YouTube, and many more has provided helping hand to enhance their knowledge and assist them in their time of needs.


Such is the power of this medium that every industry has been trying successfully to incorporate them into their marketing strategies to achieve success in their respective business.


Healthcare industry is not resistant to use the given media as it has resulted in bringing a revolution to the whole healthcare sector. It is a known fact that a large number of people uses the online medium to get necessary health updates, and social media plays a vital role in it.  


Various researchers have revealed the fact that 40% of the people found information from social media has a significant impact on how they deal with their health. Another report has revealed that 60% of doctors rely on social media to provide quality services to their patients. The reason cited out has been its transparency and open communication between the patient and doctor.

Hence, the given medium has provided a useful platform where the people connects with healthcare professionals and discuss all the healthcare issues ranging from physical to mental with no hesitation. Sounds interesting, isn't it?


The given article will figure out few of the meaningful and breakthrough ways the social media has to bring revolution in the healthcare sector: 


Spread of Medical Awareness

In earlier days due to lack of data, health professionals were unable to create awareness about the health among people in a large number, especially during a medical crisis. However, the scenario has changed today all thanks to social media.


Fully equipped with relevant medical information, an online educational and medical awareness campaign could be kick-start within a few minutes.


Make a social network among all the health professionals and sharing accurate information about precautionary measures taken during epidemic outbreaks or sharing awareness about rare disease, has now become a common norm.


One notable example is the creation of awareness about a rare disease called Amyotrophic Lateral Sclerosis (ALS) via ice bucket challenge campaign. It garnered attraction of millions of people online and allowed ALS Association to collect $115 million funds for the research and community services. A noble work possible only through social media! Agree or not?


Handling Crisis Situation Well

There has been a continuous ongoing cycle of natural disaster in one or another country due to climate change. It is becoming difficult to provide medical aid and other facilities to the people affected by such hazards.


In such a scenario, social media has arrived as a boon for the healthcare sector. Now, healthcare organizations could easily update all the medical facilities; store a significant amount of medicinal drugs and managing hospital capacity by accessing the information about the medical outbreaks from various social media platform.


One notable example has been the outbreak of Nipah virus in the Indian state of Kerala in 2018. After getting information about its outbreak, doctors all across the state formed a medical group on one of the social media platforms to share information about the given virus quickly. Thus within a few days, the medical team was able to combat the virus with few casualties successfully.


Facilitation of Physical Collaboration

In the previous days, a collaboration of doctors from a reputed hospital with those working in a public hospital in the remote village was impossible. Nevertheless, this myth has been rebuffed by the emergence of social media platform.


With the availability of various social media channels, it has become easy to share and collect information about any new medical facilities to create a widespread network of knowledge among the health practitioners and improve the medical facilities in remote areas.


This is not a one-sided affair because the improvement in the medical facilities will bring satisfaction among the patients and foster a sense of loyalty among them towards the given healthcare centers.


Wrapping Up

It is clear now that more and more healthcare sectors are opting for a vivid presence on the social media platform to interact not only with the patients but also with their fellow health professionals to enhance the medical facilities to the common people.


Indeed, the healthcare industry across the globe has changed their working to suit the needs of the people and with effective social media tools; they have been able to revolutionize the whole medical world.

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5 Ways Healthcare Professionals Are Using Social Media

5 Ways Healthcare Professionals Are Using Social Media | Social Media and Healthcare |

In 2019, social media plays a very integral role in our personal lives.  Seldom a day goes by that we are not on our smartphones documenting the noteworthy (and sometimes less than noteworthy) happenings of the day.  Social media not only connects us as individuals, but also as businesses.  New effective ways of utilizing social media for business are always surfacing.

In the healthcare industry specifically, there are several reasons why healthcare managers are choosing to incorporate social media into their marketing strategies.  Here are 5 noteworthy ways your practice can use social media.
Share Information
Social media allows healthcare professionals to better share information that is important to their patients.  This can range from health tips to their take on the latest current studies in their field of expertise.  New doctors can be introduced and questions can be answered.  Practices can connect with their patients on a more personal level.
Gain Brand Ambassadors
Speaking of connecting with patients on a more personal level, by doing so, your practice may gain some “brand ambassadors.” If a patient feels a doctor or practice cares enough to offer them helpful tips or even reach out to them in a more personal way (by liking comments, answering questions, etc), they will be more likely to refer friends and family or simply share with their social networks the latest treatment they received at your office. Ultimately, customer service is important no matter the industry.
Real Time Updates
One of the great things about social media is that information can be shared immediately.  Use this to your advantage.  If you work at a hospital, give real time updates on hospital capacity. Do you have extra appointment availability? Share this info with your patients.  You never know who might be looking for a last-minute appointment.
Competitive Analysis
Social media provides an easy way to check out your competitors. Take a look at their profiles. See what kinds of information they are sharing. Find out what kind of content their patients are commenting on.  This can only help your practice improve the quality of your social media presence as well as offer higher patient satisfaction.
Connect with Other Doctors
Using social media for professional purposes is also very common and useful.  Connect with specialists in different fields.  These kinds of professional relationships can help with referral business in the future.
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HIPAA Compliance and Marketing in the Social Media Age -

HIPAA Compliance and Marketing in the Social Media Age - | Social Media and Healthcare |

With so many people online, the question isn't whether  O&P practices should use social media to share their stories with patients and potential patients, but rather how  to do it effectively and responsibly.


Whether or not O&P practices want conversation about their business online, it is probably already happening, the experts say. Companies like Yelp and Google will post reviews of a practice without the business doing anything on its own to facilitate them. Patients may also be using their own social media accounts to tell others about the practice. If someone isn't watching what is being posted online, there could be wrong or detrimental information on the web that could negatively impact the organization.


However, doing a good job of sharing healthcare-related stories online can be challenging where a misstep can cause a costly breach of Health Insurance Portability and Accountability Act of 1996 (HIPAA) regulations.

"I am definitely a firm believer in social media," says Chad Schiffman, director of compliance for Healthcare Compliance Pros, headquartered in Salt Lake City.

"Just be careful. Proceed with caution."

The Benefits of Social Media

When done well, social media can be a great, and inexpensive, way to market a practice and build community.


"It can be pretty traumatic when people have to have a limb amputated. By highlighting your business and showing people what you offer and what you are about, it can attract patients," says Jennifer Fayter, sales director for Coyote Prosthetics and Orthotics, headquartered in Boise, Idaho. "Even if they are not in your area, they can get a sense of the different types of prostheses out there. It's free marketing. You get to reach a lot of followers at no cost."


Since Coyote has begun focusing on social media—usually posting about three to four times per day—Fayter has seen name recognition of the practice grow and also has felt more connected to the local O&P community.


"It's been really beneficial and highlights a lot of our patients in the Idaho area," she says. "They make comments like, ‘Oh, I just climbed stairs for the first time,' or one gentleman just got his first leg and commented how great it is."


These kinds of comments and online reviews are a great way to attract future patients, Schiffman says.


"Ninety percent of consumers read online reviews before visiting a business," Schiffman says. "About 75 percent of those consumers say that if those businesses have positive reviews and stories, that they can be trusted as much as a personal recommendation."


Fayter is a firm believer in a strong social media presence but says she is also very careful about what she posts to avoid breaching HIPAA rules. She always has signed consent forms before posting a patient story and is careful not to share too much information about patients even with consent.


The Consequences a HIPAA Breach

While the experts say a robust social media presence is important for O&P practices, they also warn that the practices should always be careful to avoid a breach.


According to the Centers for Medicare & Medicaid Services, a HIPAA breach is an impermissible use or disclosure under the Privacy Rule that compromises the security or privacy of protected health information. The Privacy Rule sets national standards about when protected health information can be used and disclosed. According to Healthcare Compliance Pros, fines can range from $100 to $1.5 million or can include criminal penalties that could result in up to ten years in prison.


These are some common examples of social media HIPAA violations according to Healthcare Compliance Pros:



  • Posting verbal gossip about a patient to unauthorized individuals, even if the patient's name is not disclosed
  • Sharing photographs or any form of protected health information without written consent from the patient
  • Believing that posts are private or have been deleted when they are still visible to the public
  • Sharing seemingly innocent comments or pictures, such as a workplace lunch that happens to have visible patient files underneath

There are a few ways an O&P practice can stay in compliance on their social media channels. One way is to never post any identifiable patient information on their channels. Photos do not include patient faces or any other features that could identify them. Any quotes are generic and not attributed to a specific person. If patients are never identified, then their protected health information is not released.


If you do want to share patient stories and stay in compliance with HIPAA, have the patient sign a consent form and ensure they understand what information is going to be used and where it may be used. This way is more difficult, the experts say, but also makes for a much better social media presence.


"People like seeing people like themselves having successes," says Linda Williams, a partner for The Brand Counselors, a marketing firm headquartered in Long Island, New York, that manages the social media accounts of Progressive Orthotics and Prosthetics, headquartered in Albertson, New York. "It's helpful from a strategic standpoint of showing patients up and active and doing all sorts of things." 


Real stories of real people help readers make a stronger connection with a practice, ultimately making them more likely to become patients, says Schiffman.


"If you give readers specific examples, they can better identify with that story. It gives them a personal connection," he says.


So, if it's a good idea to use patient stories on social media channels, what's the best way to proceed? The experts offer many ideas for O&P practices, including:


  •  Always have patients sign a consent form before any of their health information, including their photos, are released.
  • Communicate with patients about how their information will be used. When possible, let them review any information that will be shared even if they have already signed a consent allowing the release.
  • Limit the amount of patient information that is shared, for example, full names of patients do not need to be used. Also, general information about their health and injuries is usually sufficient; specific details, such as their K-level, is not necessary.
  •  Train staff members how to use the company's social media accounts, and make sure that anyone with access to the channels knows how to stay HIPAA compliant.
  •  Be consistent and positive. Post continually, and always check online reviews and social media channels to spot any negative or inaccurate information so the practice can immediately respond. Address any negative information publicly so others can see it is taken seriously and then have the rest of the conversation in private.
  • Build community. The best thing about social media is the social aspect. Telling the practice's stories can encourage and inspire others. A strong social media community will lead to more patients who want to share their stories and successes. 

Consent and Communication for Patient Stories

While a consent form signed by patients is an absolute necessity before any information about them is disclosed by the practice, specifics of that consent are also important.


"Have a signature so you have proof, and have it dated," Schiffman says. "There doesn't need to be an expiration date on it, but it should say that a patient has the right to withdraw consent at any time."


In his career, Schiffman can only think of two cases where patients wanted to withdraw their consent and it was only for posts from that point forward. If patients want old posts taken down, Schiffman says the business should comply, but also tell the patient it is not responsible for posts that might have been shared by others and are out of the control of the practice.


"It's like an email," he says. "You aren't responsible for it in transit. You don't have responsibility for it if it is shared by others."


The form should also allow the patients to give different levels of permission, he says. For example, some patients are fine sharing their stories but don't want any images of themselves. Others are fine with images, videos, and their stories.


"Have them identify what kind of PHI [protected health information] they are willing to share," he says. "Find out if there is anything they want to limit, and personal identifiers they might not want shared."


It is acceptable for the practice to make recommendations about what patients should share on the company's social media accounts—for example, recommending that only first names are used on social media posts shared by the practice, or recommending that the company leave out specific health details in its posts.


Schiffman also recommends that O&P practices post disclaimers on their social media accounts warning people not to post their protected health information and stating that anything they do post, including their names, will be publicly viewable to others, so they should use caution.


"I think the patient needs to understand that he should not share more than he is comfortable with being online," Schiffman says.


Many of the other potential problems of sharing patient stories online can be solved with good communication, the experts say. If patients know what is going to be shared and approve of it, they are much less likely to complain or ask that it be taken down.


"Anything shared has to be approved," says Linda Williams. "I say, ‘No one will see this until you approve it, and we will kill the story if you feel uncomfortable.' We are really super sensitive about that."


Fayter says she also tries to use as much discretion as possible when posting about patients, even after they have given her a consent form.


"I don't necessarily use their full name and I don't tag people personally," she says. "I also don't get into any medical specifications, such as their amputation level."


Staff Training

Employees should be trained about social media HIPAA breaches just as they are trained about other types of breaches, the experts say.


If all employees aren't thoroughly trained, it can be problematic Schiffman says. He once had a case where an employee tagged a selfie of herself at work and that post ended up on the company's social media account. The employee did not realize that she accidentally had patient health information in the background of the picture, in violation of HIPAA. When the patient saw that on social media, the practice had to take it down and the employee was disciplined.


"It took a lot of work for what was just supposed to be a simple tagged photo," Schiffman says.


Part of that training should include information about what the practice does and does not want to post on social media. The policy should also warn employees about their personal accounts, he says.


In general, the experts say, it's a good idea to have a single person assigned to posting to the social media channels, rather than having several people in charge of it. First of all, this helps ensure that the person posting has been trained about being compliant with HIPAA. Second, it's also just a good practice to keep a consistent voice on the social media channels.


"There's a consistency you want on the posts—the writing style, the look and feel, and the direction," says Trevor Williams, a partner for The Brand Counselors. "Having one point person, you have one person who is accountable. It would be tough to have multiple people doing it."


Fayter says at Coyote that everyone discusses social media and will send her pictures and ideas, but she is the one responsible for what gets posted and what doesn't.


"I think you should have one person consistently post to make sure you have a consistent message and it always sounds the same," she says. "You do have to watch how you word things and you want to sound professional and consistent and along the company guidelines."


Consistent and Positive Messaging

Of all of the social media recommendations from the experts, there are two that they all agree on: be consistent and be positive.


Consistency is key because it keeps the practice in the eyes of the people it wants to reach.


"You can't just post every other week," Fayter says. "Everything comes up in a feed and most people will scroll up maybe three or four times. Unless they go to your page, they aren't going to see your posts if you aren't consistent."


Trevor Williams says he is also consistent with the types of posts he releases and when he posts them, so the readers know what to expect. For example, every Friday he has a "Fab Friday" post that highlights something new that has been fabricated. For example, during baseball season, the post may show a socket that has been decorated with Mets or Yankees logos. This helps him keep on track about what to post, highlights the practice's work, and gets the audience looking forward to something new each week.


Staying positive is also crucial when posting online, even if patients themselves are not positive. In the case of a negative online review, the experts say it's important to respond to what is said so that others know the practice cares about it.


While responding to negative reviews is important, Schiffman says, for HIPAA compliance, the responder should be careful not to confirm that the comment poster is a patient. For example, instead of writing, "We are sorry you had a bad experience at our practice," the responder should post something like, "Thank you for your comments. We take comments like these very seriously," and then offer to take the conversation offline or through personal direct messages.


"This way, you are saying that there was an experience, but I am not telling you that the person was a patient," Schiffman says. "This also allows the person to feel validated."


Staying positive doesn't mean just sticking to the stories of the O&P practice. Patients like a good story or motivational quote wherever it comes from.


Trevor Williams says he will post quotes or feel-good stories from other media because that is what his readers want. Their readers especially love to see stories of kids who are living and thriving with their devices.


Through Progressive's social media, Linda Williams says she loves to be able to post the successes of its patients, but what's really fun is when she sees the patients connecting through them and then cheering on one another.


"For me, it's about that," she says. "It's about the building our community."

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3 Ways Social Media Can Improve Healthcare Marketing Efforts

3 Ways Social Media Can Improve Healthcare Marketing Efforts | Social Media and Healthcare |

Social media is in its prime. According to a 2018 report by Adobe Digital Insights, Social media is the most relevant advertising channel for 50% of Gen Z and 42% of millennials. The significance of this statistic cannot be underestimated. 

For the healthcare industry in particular, social media can help engage patients, providers, and the public with relevant and timely information, as well as communicate the value and credibility of the health system.

Findings from the 2018 Sprout Social Index found that posts with links to more information are the most preferred type of content on social media. In addition, 30% of consumers said that this is the kind of content they’d like to see most from brands on social. 18% preferred graphics and images, while 17% would like to see produced video.

The wide variety of content that can be distributed via social media – from images and video to mixed-media blog posts, polls, and infographics – is a great way for healthcare brands to begin to capitalize on their mission and engage with patients through captivating, often emotionally-charged subject matter. 

When executed correctly, social media campaigns are incredibly powerful. Of course, proper targeting and optimization is necessary to begin to map out your strategy. This planning is best executed with a healthcare CRM or other database in place to gauge your market opportunities. 

If your organization has not yet begun to capitalize on this marketing tactic, it’s time to reevaluate your strategy:
Why is Social Media Becoming a Critical Component of Healthcare Marketing Strategy?

recent study by PwC found that 42% of individuals viewing health information on social media look at health-related consumer reviews prior to reaching out, proving that positive feedback – even that provided by strangers – is a powerful means to building trust. The same report also found that 32% of US users post about their friends’ and family’s healthcare experiences on social media. 

According to another report by PewResearch, 80% of social media users are specifically looking for health information, and nearly half of those are searching for information about a specific doctor or health professional.

If the statistics alone don’t demonstrate the value of social media for healthcare, then the opportunity to engage one-on-one with patients and providers should. As has been proven many times, individualization is key to modern marketing tactics. Social media provides an excellent opportunity for healthcare organizations to increase patient referrals and improve the overall quality of care – therefore, it’s no surprise that many health systems are jumping on the social media bandwagon. 

Let’s take a look at three ways social media can improve overall healthcare marketing efforts:

1. Engage with Patients in Real-Time

One of the benefits of social media marketing in healthcare is enabling deeper and more meaningful discussions that address patient questions, concerns, and interests in real-time.

The question is: How can healthcare marketers effectively use social media to communicate and engage with existing patients?

Health systems can facilitate patient empowerment by enabling and engaging in patient forums and research networks online. For example, PatientsLikeMe allows patients to manage their own health conditions by discussing treatments with patients who have similar conditions. Hospitals and other health networks can develop their own platforms that allow patients to share their experiences and receive support from similar individuals.

Along with forums, health systems can use social networking pages to encourage patient discussions. For example, Children’s Mercy uses their Facebook page as way to showcase their reputation as a renowned care center. “Locally, Children’s Mercy wants parents to know their kids are in good hands. Social is a good way to share news and feature CMH doctors and patients,” according to PR Director Jake Jacobson.

What Social Media Tactics Best Promote Patient Engagement?

This video promotes Children’s Mercy’s Research Institute and, in particular, their cystic fibrosis research program. Posts such as these encourage members of the community to support the hospital’s research efforts while also raising awareness around disease and treatment – especially for lesser-known conditions. 

According to the Journal of Health Management, “When patients tell their stories, their friends see that and the likelihood of spreading the message increases many-fold.” A video like this one tells a story that community members can easily relate to, creating a positive, trust-enforcing image for Children’s Mercy. 

To successfully engage patients on social media forums or networking sites, organizations must regularly monitor these platforms to respond to patients in a timely manner, as well as ensure a variety of fresh, engaging content is uploaded regularly to keep patients interested and engaged.

2. Facilitate Physician Collaboration

Healthcare marketers can also use social media channels to encourage physician alignment and collaboration. Texas Health, a network of 25 hospitals that employs 5,500 physicians, created an enterprise social network to help physicians communicate and work with one another in overcoming challenges posed by the work environment, such as EHR requirements.

As a result of this networking initiative, the health system saw improved physician collaboration, in addition to a shorter learning period and greater acceptance of using social media tools.

Why Should Healthcare Marketers be Concerned with Improving Physician Alignment and Collaboration?

Social media is an easy way for physicians to find and connect with other health professionals, even those outside of their own health system or hospital. Physicians can also share their knowledge or research to benefit other providers and even communicate with colleagues about patient issues. 

According to Master of Health Administration, 88% of physicians use the Internet and social media to research pharmaceutical, biotech, and medical devices. Social media helps doctors stay up to date in the rapidly-changing healthcare environment – not only about patients themselves, but about new research and technology that can better facilitate care.  

Overall, these practices improve physicians’ knowledge and willingness to work as a team. The more informed and educated a health system’s physicians are, the happier patients will be with their experience and the quality of care provided. 

Ultimately, healthcare marketers should strive to provide patients with better experiences in order to foster loyalty, retention, and positive word-of-mouth referrals. Improving physician engagement and alignment via network-driven social media networks is one way to do so.


3. Support Population & Preventative Health Initiatives

Since many social media sites are public communication platforms that can reach a wide breadth of individuals, healthcare organizations can use this marketing tactic to support broader population health and preventative health initiatives.

One way to do this is to communicate educational information about health events and crises. Lee Aase of Mayo Clinic and Shannon Dosemagen of Public Laboratory for Open Technology and Science, say “organizations can use social media to distribute time-sensitive health information, promote information sharing to encourage behavioral changes (including corrective changes during potential health crises), be a platform for conversation between agencies and constituents (rather than just as an information provider), and allow the public to provide useful information and feedback.”


If you're spending time outdoors in the brush, you're also at higher risk of brushing up against a poisonous plant. Exposure to plants like #poisonivy can cause an itchy rash that lasts for weeks. So how do you treat it? 

See MayoChildren'sCenter's other Tweets


Healthcare organizations can also use social media as a platform to distribute information about common health conditions, diseases, and other public health issues in the hopes of preventing these occurrences.

As John Weston, CMO of Mayo Clinic notes, “We leverage the rich content we have to provide consumers with information about diseases and conditions, even when it is likely they may never become a patient. We view this as part of our moral responsibility—to share our knowledge and expertise to benefit others.”

Key Takeaways

Though social media does provide the opportunity for healthcare organizations to reach large consumer and patient populations, marketers need to be mindful of maintaining HIPAA compliance and other privacy regulations on these public platforms. Providers can maintain the trust of patient-provider relationships by staying far away from personal patient information and establishing a professional presence. 

Keeping this in mind, social media marketing in healthcare has the potential to improve patient engagement, drive physician alignment, and foster a healthier society overall. Campaigns that are executed with strategic, targeted goals and that align with a multi-channel marketing strategy will see the most success. 

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6 Most Powerful Dental Social Media Campaigns You Are Missing!

6 Most Powerful Dental Social Media Campaigns You Are Missing! | Social Media and Healthcare |

As part of your dental marketing campaigns, dental social media campaigns are usually overlooked. The value of social proof and providing great content is a vital part of your marketing campaigns. The essence of dental social media campaigns is to build a relationship between you and your patients while attracting new patients through your content and engagements.

We are living in a time where your audience is constantly on their phones. Either on Facebook, Instagram, YouTube or even reading an article that they received from a family or friend.

In this article, you will learn how to highly attract, retain and eventually market to your target audience through proven dental social media campaigns.



1) User-Generated Content

92 Percent of consumers around the world say they trust recommendations from family and friends, above all other forms of advertising. Visiting the dentist could be daunting. Especially if they had a bad experience or have not been in a long time.

User-generated content will erase these daunting feelings. When you upload happy patients photo’s that they took and tagged you on their Facebook post or mentioning their experience your dental practice provided. Consistently posting user-generated content will attract new patients. It will show that your dental practice is fun and undaunting.

Video testimonials are also another great piece of content that will highly convert and attract new patients. Videos trigger emotion and once you have connected emotionally with your audience, the next step for them will be to simply book an appointment with your dental practice. People prefer to watch a video rather than reading about a service or product. They also love to share it.

So for your next dental social media campaign, invest and create user-generated content and video testimonials. Post them on your Facebook page daily. Also, have a page on your website for testimonials and drive traffic towards it through Facebook, Instagram or Twitter.


2) Influence Marketing

As social media becomes a more integrated part of our lives, influence marketing has exploded. As soon as we go on to any of our social platforms, we can not miss a single post from any of the thousands of influencers out there. 70 Percent of teens trust influencers more than their friends and when it comes to influencer marketing. Over half of women made purchases due to influencer posts with Facebook and Instagram being the preferred platforms.

To make your dental practice unique and stand out from the crowd, consider using an influencer for your dental social media campaign.
Choosing the right influencer for your practice will target your audience and by gathering local influencers to help spread your message. Contacting them and proposing a formal compensation.

Then supply them with the specific content or a message to share with their network in a fixed way, frequency and time frame. Focus on what makes your practice special and be sure to consider the right tone and message for sharing with their network. They can make content for your Facebook page, mention your dental practice and the great service you provide on their blog post or YouTube video.

For example, Invisalign UK has teamed up with several TV and sports personalities as well as social influencers, beauty bloggers and vloggers in order to promote the system. Offering free of charge teeth whitening or even a discount on a key treatment, for example, can enable you to promote via a social influencer.



3) Competitions and Giveaways

The way to get more patients and get your dental practice out there, constructing a highly engaging dental social media campaign is necessary. To acquire that, running social media competitions or giveaways is the best form of engagement. This excites and engages your existing patients also your potential patients.
This competition could be tailored to your own needs and will get your patients to interact with your dental social media and also create a bond with your dental practice.

There are many competitions you could run on your dental social media. For example, the best smile photo after an appointment, video on brushing teeth and randomly choose a winner. As an added bonus for running a competition or giveaway, you will receive awesome user-generated content. The importance of user-generated content is mentioned above.

The photos, videos, and creative media you receive with the entries can be transformed into content to be shared across your social media channels. Think of it as killing two birds with one stone. You get valuable leads and user-generated content, and they get to win an awesome prize. It’s a win-win situation 

Creating a challenge is also a great piece of content for your dental social media campaign, this could be brushing your teeth twice a day for a week, flossing daily ( not the dance, rather the dental floss stick which removes plaque and excess food particles that you may not see in the mirror or in areas that your toothbrush doesn’t reach.) no sweets or fizzy drinks.
Inviting someone or accepting the challenge, then posting these photos or videos on to your social media platforms will definitely engage and make your dental practice go viral.


4) Facebook Live

To effectively market your dental practice, you need to be where your patients are, which is on social media.

A strategy for your next dental social media campaign could be live stream. Facebook Live is one of the most popular ways to stream live content. Followed by other platforms such as Instagram, and YouTube.

You can use live streaming to update followers on news as it happens, tips on dental care, Q and A’s, a practice tour, review a dental care product, conduct giveaways and contests, interview guests and influencer’s, or simply make followers feel personally connected to your dental practice.

By setting a day and time to start your live streams, your followers will have something to look forward to and before you go on with your live streams, build hype around it.

You can also merge with another dental practice and join a live stream together, this will give you both to discuss important topics, tips or even go the extra mile to give free checkups. This will make more of your followers join your live steams.
People feel more connected when you acknowledge them. Call your patients or followers by name and answer their questions when you are live.

Once your live stream is complete, the video will post on to your dental Facebook page just like your regular videos. This means that your followers can continue to engage with your video and ask questions even after the live stream is completed.

You can also boost your video with ads. And here is the main fun part, your followers can SHARE your video eventually making it go viral.
It’s an easy, fun way to get your team involved in your social media efforts and create shareable video content that helps new patients find you.


5) Infographs

An infographic is 30 times more likely to be read than a purely textual article. Many people pay close attention to information with images. In fact, when the images are relevant, readers spend more time looking at the images rather than they do reading text on the page.

Creating inforgraphs and educational dental content embedded with your dental practice logo and information, which is shareable for your dental social media campaign is a must as this will engage and retain your patients and attract new patients.

An example of this is the dental practice called Cheadle Village, as they have taken advantage of this dental social media campaign by creating infographics on top tips for dental health.


6) Instagram

Is your dental practice taking advantage of Instagram? Here is how to create your dental Instagram account.

Instagram is the leading social media platform where there are many benefits for your dental social media campaign. The majority of your young audience hang around on Instagram so to capture them there through your live streams, behind the scenes, before and after photos of patients, award events or charity events is the best place.

Some good topics to share include:

  • Oral health tips and product recommendations
  • Trending topics from major dental organisations
  • Feedbacks from your patients
  • Profiles of the dental professionals in your office
  • Posts that encourage patients to join the conversation, like a poll or an online contest.

The key to developing an engaging online presence is creating a balance of posts. For example, 30 percent of your posts can be original content that you create, 60 percent can be shared from other sources such as patients generated content and 10 percent might directly promote your practice.

An inspiration Instagram account to follow is by Dr. Toscano. With over 190k followers, what makes this page interesting is the type of content that’s posted. Dr. Toscano posts images of celebrity patients, dramatic before and after shots, and personal bits about himself. Another great account is DR RHONA ESKANDER, @DRRHONAESKANDER with over 36k followers on her page



The main focus of your dental social media campaign is creating and building a relationship. By implementing these strategies with a creative attitude and a few goals in mind, you can use these powerful marketing campaigns for your dental practice to help you engage, inspire and educate current and future patients.

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4 ways to counteract medical misinformation

4 ways to counteract medical misinformation | Social Media and Healthcare |

The recent spate of measles outbreaks in the U.S., the highest since 1994, might be the most evident example of the growing virulence of medical misinformation. It’s a call to action for the medical community—from clinical and research physicians to educators and regulators—to clarify proven science and distinguish it from conspiracy theories. Two physician experts identify steps to take and explain how to coordinate them between public health’s many stakeholders.

The AMA Code of Medical Ethics provides additional guidance on being a public personality, including opinion 8.12, “Ethical Physician Conduct in the Media,” to help doctors fulfill their ethical obligations to patients, the public and the medical profession, as well as understand how their conduct can affect their colleagues and institutions.

Viewpoint essay published in JAMA features analysis by Paul W. Armstrong, MD, of the Canadian VIGOUR Centre and the Division of Cardiology at University of Alberta, and David Naylor, MD, PhD, of the medicine department at University of Toronto. They outlined the roles that members of the health care, education and journalism communities can play in exposing, debunking and preventing medical misinformation.

Quackery is not a new phenomenon, of course, but it has gained unprecedented amplitude in recent years through digital media, the authors noted. Self-proclaimed experts, Twitter-savvy celebrities and digital scammers all have direct lines to the public, often with no editorial oversight.

“Nearly anyone can say almost anything and be taken seriously at least by some consumers,” the authors wrote. “With billions of individuals online every day, health misinformation can spread at a rapid pace. Worse, exciting falsehoods apparently spread faster than boring truths on social media.”

Research isn’t enough

Medical journals are in a unique position to solicit and publish research on medical misinformation and coordinate topics to focus the public’s attention and inform medical education, yet counteracting false claims requires an across-the-board response, Drs. Armstrong and Naylor wrote.

They noted four steps, below, that should be taken and how different health care and societal stakeholders can pitch in.

Limit dissemination. Medical journals are not the only agents responsible for preventing bad information from taking root in public discourse. Physicians also can identify the purveyors of misinformation, while regulators and social media executives can limit the extent to which these sources can get their messages out. Editors across traditional and new media, meanwhile, can help by not legitimizing falsehoods in the name of balanced reporting.

Create immunity through science literacy. The work of medical journals can be complemented by primary and secondary school educators’ teaching students the scientific method—including why and how it works—as well as critical-thinking skills. Likewise, colleges and universities can work to ensure every graduate is versed in common cognitive errors and logical fallacies regarding qualitative and quantitative data.

Inoculate and educate. Physicians, faculty and health care organizations, along with public health agencies and communications experts, can all promote a general understanding of medical science and use their media outlets to lay bare common misconceptions.

Debunk myths and discredit purveyors. Here too, the larger journalism community, health professionals and medical researchers can provide direct rebuttals and cite the provenance of misinformation, revealing purveyors’ credentials, or lack thereof, and pulling back the curtain on conflicts of interest.

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What is healthcare PR and how does it work?

What is healthcare PR and how does it work? | Social Media and Healthcare |

Many healthcare businesses hire a PR team either in-house or from an agency to act as their voice out in the world. Public relations teams are specifically hired to use various marketing strategies, both traditional and digital, to get your company out there and into the eyes of the media.

As the world of journalism evolves, fewer reporters now even make it two steps out of the office to source and write stories. The New Yorker claimsthat much of this is down to Google Search, Facebook and BuzzFeed. 

This now means that PR companies cannot simply send mention requests to the media. Teams have to work to build reputable relationships with both newspaper titles, individual journalists and social media outlets to ensure that news coming out of your business is read by the wider world. 

Yet sometimes, even this isn’t enough. PR companies have adapted over the years to learn exactly how to use other marketing methods, such as social media and blogs, as a much more tactical way of reaching a wider audience. 

As with everything, the modern era has flipped the world of public relations on its head. With that in mind, we’ve created this guide to tell you exactly how healthcare PR teams work.


Every time a healthcare PR company starts a new campaign, the team has to consider what they would like to get out of it. For many, objectives will centre around increasing brand awareness, or boosting sales. 

By telling your marketing company exactly what you’d like to achieve, ie a 10% boost in Facebook engagement over 8 weeks, you’re giving them something to strive towards. 

Setting goals has a range of benefits, from keeping the team accountable to making sure your business continues to propel forwards.

Make sure you know the audience you want to target, and keep it realistic. Chances are that your first campaign won’t make huge news, but will be enough to get your business’ name out there and secure a foot in the door.


If there’s anything you should know about marketing in 2019, it’s that content is king. However, this can’t just be any old article, photo gallery or video thrown together in ten minutes, you need to make sure that every piece of content associated with your brand is of top quality.

For a potential customer to stay around, they need to be shown that relevant information comes out of their search queries from the word go.

After all, content helps with link building. Creating content people actually want to read and share will get your name out there.

PR teams have much more time than you to be able to perfect said content, which is why they are so helpful to have around. Content marketing helps to build brand awareness in a way that is already helping the customer - which is perfect for building those crucial workplace relationships.

The team could look at hosting podcast interviews with other healthcare experts, writing ‘how to’ guides, or even creating infographics to help promote your business.

Industry specific publications

Having a team that will get your business’ name featured in industry specific publications is invaluable. After all, it’s more about quality than quantity. Many really specific healthcare publications may not have the readership numbers you’d ideally want, but will have the readership interests you want more.

This puts you right at the centre of attention of the people that really are interested and care about what you have to say.

According to Digital Authority, simply conducting a Google search could help you to find the industry related publications that you would like to reach the most.

Having a browse of different publications will make it really apparent to you as to which ones you’d like to be published in the most, so that you can then explore means of getting in touch and offering content. 

Rise of influencers

Social media has changed the game when it comes to marketing and PR, especially when it comes to influencers. Over the last 5 years, the world has seen a massive rise in the amount of people creating personal brands on platforms such as Instagram to make money.

And now, as young people grow up with these figures, they’re becoming the most effective way to market products.

Reaching out to influencers to promote your service or product will get you instant access to a target audience that you may have been trying to reach for a long time, but so far haven’t received any luck with.

After all, how many young people read newspapers nowadays? By becoming part of the community of young people, your brand will reach a whole new level thanks to the sheer power of sharing on social media.

Customer service

To make sure you’ve providing the ultimate service to the public, you should ensure that all of your staff are trained in customer service.

Treating your customers well and always putting them first is a great way to boost your business, and should never be undervalued, especially in the healthcare industry.

Training every staff member in basic customer service is the best course of action, according to Healthcare Weekly. Having a behavioural policy in place is a great way to ensure your business’ relationship with the public remains steady, and will help to build a great reputation.

Making sure to reply to every comment and review and pick up every call, good or bad, will put you in good stead and show you really care about the service you are providing.

The bottom line

Healthcare PR is all about reaching out to as many potential clients as possible, and the way we do this is now changing. 

To ensure your business is ever-growing, it’s time to start getting heavily involved with social media and caring about the online reputation of your business.

It’s now very well known that your online presence is very much your second shop front, so make sure to look after it and in turn, it will look after you

John Randle's curator insight, June 29, 4:33 AM

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Can Social Media Buzz Increase Your Academic Citations? –

Can Social Media Buzz Increase Your Academic Citations? – | Social Media and Healthcare |

It used to take decades of publishing for a medical researcher to gain recognition. Now, with social media, recognition can be almost instant.

The appeal of instant gratification — which can inspire further research — isn’t lost on the scientific community. Medical journals have begun publishing authors’ Twitter handles. Some journals ask authors to submit tweets with their articles. At scientific meetings, attendees post about research presentations in real time.

“There’s a push to share research on social media,” says Cleveland Clinic neurologist Vineet Punia, MD, MS, who until recently limited his social media activity to a personal Facebook account. “It made me wonder about the value of sharing. Does social media engagement increase the impact of scientific research?”

His question triggered a study recently published in JAMA Neurology on whether and how social media popularity (or “buzz”) correlates with academic impact.

“The purpose of research is not just to create knowledge, but to spread knowledge,” says Dr. Punia. “So, understanding how knowledge spreads — whether through social media or other means — should be important to researchers. Everyone wants to increase the influence of their work.”

Fortunately for the neuroscience community, neurology research tends to spread quickly on social media. More on that below. However, Dr. Punia’s study found that the number of blog posts, tweets and other mentions do little to boost academic clout.

Buzz vs. academic impact

Dr. Punia and colleagues compiled a list of all original research articles published in 2016 in five leading neurology journals:

  • Annals of Neurology
  • Brain
  • JAMA Neurology
  • The Lancet Neurology
  • Neurology

Using the Dimensions (Digital Science & Research Ltd.) online research tool, they recorded each article’s Altmetric attention score as of 2019. This weighted score reflects the attention an article receives online — including mentions on social media, blogs and Wikipedia — and in mainstream media and public policy documents.

Of the 1,050 neurology research articles analyzed, the median Altmetric attention score was 18. Compare that to a similar study that found cardiovascular research articles had a median score of 8 (higher scores indicate greater attention).

Nearly half the neurology research articles (493 articles, 47%) had a score of 20 or higher. Only 5% of all research articles achieve an Altmetric attention score that high.

“I was pleasantly surprised at how much online attention neurology research gets,” says Dr. Punia. “I had always assumed that cardiovascular research gets the most.”

Next, the team recorded each article’s academic citations. The 1,050 articles had a median of 20 citations between 2016 and 2019.

According to analysis, the correlation between Altmetric attention score and number of citations was significant (< 0.01) but weak (= 0.32).

“While we were excited to learn about neurology’s online popularity, we were humbled to learn that it didn’t necessarily translate to academic popularity,” says Dr. Punia. “More tweets and other mentions don’t mean bigger academic impact.”

Why neurology research draws so much attention

Of the 100 analyzed articles with the highest attention scores, more than one in four (n = 27) were about neurocognition topics, including memory issues and dementia.

Dr. Punia speculates that finding may be due to the public’s growing concern over a pending “dementia epidemic.” But he suspects there’s more to it.

“The brain is often called ‘the last frontier,’” he says. “It makes each of us unique, yet it’s the part of the body we understand least. That’s why the general public is so fascinated with any small finding that helps explain the brain or how brain health affects us. And that fascination is well deserved.”

This realization has prompted Dr. Punia not only to further his research but also to get a Twitter account. “I figured this study was a good first tweet,” he says.

Can patient outcomes be improved?

He and his research team now are comparing the social media power of neurology subspecialties, such as neurocognition versus stroke. They hope to uncover why some subspecialties get more online traction by analyzing research articles’ geographic origin, study format and other factors, including scientific committees’ social media presence.

Future studies will involve mining social media data to understand how neurology research spreads online. Is it primarily through the neurology community, or does the general public also play a role?

“Ultimately, we want to know if there’s a correlation between spreading knowledge and improving patient outcomes,” says Dr. Punia. “If we find one, perhaps we can better target our social media activities.”

John Randle's curator insight, June 29, 4:57 AM

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Where to Post Healthcare Jobs for Faster Hiring

Where to Post Healthcare Jobs for Faster Hiring | Social Media and Healthcare |

Healthcare job posting sites are used by employers to reach out to potential employees in this very competitive field for employers and recruiters.

Our list of medical job posting sites, along with posting sites for the most in-demand healthcare jobs, will help you hire medical help faster.

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Top 10 Healthcare Job Posting Sites:

Our Rank

Job Post Site Name

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Free and paid.


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Starting at $299.00.


Healthcare Source

Paid postings.



Starting at $29.99.



Free and paid.










Are there any free healthcare job posting sites?

See our full list of healthcare job boards.

Are there any good niche sites that I can use to post my medical job adverts?

Yes, we've listed a bunch of them with the specific jobs they're best to hire for. These are some of the best job posting sites for healthcare hiring because they let you focus narrowly on the position you need to fill.

Read our list of healthcare job boards.

Are healthcare job ads more expensive than other fields?

They can be. In general, niche job boards for medical hiring will charge you for posting. Healthcare and medicine is a very competitive industry for hiring, so you may have to pay to advertise some of the more in-demand jobs. That said, there are still plenty of free medical job posting sites to try.

Check out our list of healthcare job boards.

Where can I post my home health aide job ads?

Hire a home health aide quickly with this home health aide job description template.

Are there any free sites to post my home health aide jobs?

Yes. is a great healthcare niche site to post home health aide jobs free. You can also post them to, and other free job posting sites.

Can I post a job for a home health aide on social media and expect results?

It depends on a lot of things, but there's no harm trying. We've written a guide with tips for social media recruiting that should be a big help. Advertising on social media can be especially effective because you can target people by profession.

Where can I post my medical secretary job ads?

Hire a medical secretary fast with this free medical secretary job description.

Are there any places to post my medical secretary job ads for free?

Niche sites for medical secretaries are not free, but you can try posting to, and other sites. You might also try posting your medical secretary jobs to social media sites, and asking employees to help spread the word.

Any suggestions on how I can post my medical secretary job ads effectively?

When you're posting jobs in very competitive hiring markets, you've got to think of your potential applicants as customers that you're advertising to. Focus on what makes your job and your workplace the one they'll want to work for. Minimize requirements and qualifications down to the ones that are actually essential. Don't bore them with a long list of irrelevant bullet points like "Microsoft Office Proficiency."

Where can I post my medical case manager job ads?

Hire a medical case manager with help from this medical case manager job description template.

Where can I post my medical case manager job ads for free?

You can try if you want to post to niche medical job posting sites. There are also general job boards like Snagajob.comJora, and Indeed, and social media sites.

Where can I hire a medical case manager offline?

If online hiring isn't working, you might try putting the word out with your current employees, letting them know that you're hiring, and see if they can use their networks to refer employees. You might also try local universities and see if they have an alumni network you can offer your jobs to.

Where can I post my dietitian job ads?

Hire a dietitian right away with this dietitian job description template.

What is the best site you can recommend to post my registered dietitian job ad?

Try niche job sites like Nutrition Jobs and iHireNutrition. You might want to look for industry forums such as the Dietitian Central forum, and see if you can reach registered dietitians there.

Where can I make a free dietitian job posting?

Where can I post my hospitalist job ads?

Hire a hospitalist fast with help from this hospitalist job description template.

Where can I post my hospitalist job ads for free?

Niche job posting sites for hospitalists tend to be paid, so you may want to try posting to social media and general job boards such as IndeedGlassdoor, and Be sure to alert employees to the opening as well so that you can take advantage of referrals.

Any advice on how to hire hospitalists efficiently?

Hospitalist jobs posting sites can be very competitive right now. Try getting in touch with alumni networks that graduate hospitalists, putting the word out on online forums like, and telling people in your network who work directly with hospitalists about the job. Be sure to emphasize what makes working at your hospital attractive to candidates who may already be employed.

Where can I post my medical assistant job ads?

Hire a medical assistant with this medical assistant job description template.

How can I write an effective medical assistant job post?

The key to all job posts and this is even more important with very competitive hiring markets, is to focus on writing the post from the perspective of the applicant. Why should they work for you? What makes this job better than others? For more advice on this, check out our post on job posting templates.

Where can I post my medical assistant job ads for free?

Check out the big, general job posting sites like IndeedSnagajob.comJora, and Ladders. Also, look to professional forums that medical assistants use, and try posting on Facebook and Twitter as well.

Where can I post my medical secretary job ads?

Hire a medical secretary with this medical secretary job description template.

Do you have any tips on where to hire a medical secretary if job boards aren't working?

Do you have any tips on where to hire a medical secretary if posting sites aren't working? Start by posting to social media sites like Facebook and Twitter. Let all your employees know that you're hiring for this position and ask them for referrals. Consider posting to local newspapers as well.

Where can I post my medical secretary job ad for free?

Despite the competitiveness in healthcare hiring, there are still opportunities to post for free if you look at general job sites like IndeedGoogle for JobsJora, and FlexJobs. Social media is also free if you don't run an ad to promote the job. There are often online community forums you can use as well, such as the AMSPAR website.

Where can I post my occupational therapist job ads?

Hire an occupational therapist with this Occupational Therapist job description template.

Any recommendations on where to post my job advert for an inpatient rehab occupational therapist?

With something so specialized, I'd try niche job sites like and AOTA. They might cost a bit more, but you'll probably save money in the long run by filling your position faster. Of course, it also makes sense to make free job posting for an occupational therapist on sites like Indeed.

How do I write an effective occupational therapist job ad?

Focus almost completely on what your ideal applicant would love about working at your company in the job posting, and keep the requirements focused only on the must-haves. Don't drown applicants in bullet points for every imaginable qualification. Think about what makes your job and your company attractive as an employer and focus on that.

Where can I advertise my post speech pathologist jobs?

Hire a speech pathologist with help from this speech pathologist job description template.

Any advice on how I can make an effective speech pathologist job advert?

What tips do you have on how to make a job posting for a speech pathologist that gets results? Always focus on what about your job, company, location, etc. would make a speech pathologist want to work for you. One way you can do this is to visit Glassdoor and see what speech pathologists are saying in employer reviews of competitors. If you see a common issue they name, and you can offer something better, be sure to put that in your post.

Where can I post a speech pathologist job for free?

Try general job boards like IndeedGlassdoorJoraGoogle for Jobs, and FlexJobs. Also, you can post your jobs on social media for free.

Where can I post my surgical technologist job ads?

Hire a surgical technologist with help from this surgical technologist job description template.

Where can I post my surgical technologist job ads for free?

Facebook, Twitter and other social media are a start. is a medical job post niche site that may work for this position. You might also try big general job boards such as, and Google for Jobs.

Where can I post my radiologist jobs?

Where can I post my radiology job ads for free?

Niche radiologist job posting sites all seem to charge, but you can post jobs to IndeedGoogle for JobsFlexJobsJora, and other sites for free.

viện trị mụn's comment, August 2, 2019 1:20 AM
Bệnh viện thẩm mỹ Kangnam uy tín ở Hà Nội với đội ngũ Y Bác Sỹ kinh nghiệm. Công nghệ hiện đại chúng tôi cam kết mang lại cho bạn chất lượng, an toàn và cao cấp ...
John Randle's curator insight, June 29, 4:59 AM

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Your healthcare marketing questions answered

Your healthcare marketing questions answered | Social Media and Healthcare |

If you type in “how do you know if you have …” on Google, every single autocomplete has to do with some sort of health condition. (Barring bed bugs, but that could still have health ramifications so I’m letting it slide.)

“What does it mean if …” also generates some pretty gnarly health-related queries that I won’t repeat here.

Why am I telling you this? To make the point that there’s an abundance of online opportunities for healthcare marketers to leverage.

While the healthcare industry calls for more physical touchpoints than other industries, there is a growing need to maintain a robust online presence. As prospective patients take their health into their own hands, they turn to the internet to answer their questions, research providers and make appointments.

Thinking about putting your healthcare marketing hat on? Here’s everything you need to know:

What is healthcare marketing?

Physicians, dentists, hospitals, insurers, suppliers, advocacy groups and other providers use healthcare marketing to promote their products and services. The target audience is healthcare consumers, meaning patients like you and me. Healthcare marketers employ a hybrid subject matter expertise, understanding both traditional marketing strategies and technical health information to create engaging yet accurate marketing campaigns.

Why is healthcare marketing important?

Marketing is vital for any company to build awareness and keep customers coming through the door. Healthcare marketing is especially important for differentiating medical practices, facilities and providers that offer the same, or at least similar, services.

What’s more, the healthcare industry is in a patient-centric era, meaning consumers are more involved in their health than ever before. They want to be in control of their medical decisions, which means reaching and converting potential patients is essential to securing a strong and loyal client base.

What makes a marketer a healthcare marketer?

Much like their colleagues in other industries, healthcare marketers develop and execute strategies with the goals of attracting new business, retaining current customers and generating additional revenue. The difference is that healthcare marketers work with a specialized client base, namely hospitals, doctor’s offices, nursing homes, medical centers, health insurance companies and other healthcare companies.

Oftentimes, these specialized marketers have experience in the healthcare industry, whether it be in a marketing position or otherwise. Such experience fuels their ability to communicate about medical products and services with authority and understanding.

And, no, watching every episode of “Grey’s Anatomy” doesn’t quite cut it, unfortunately.

What goes into an effective healthcare marketing strategy?

Healthcare marketing strategies follow the same principles you most likely know by heart at this point. It takes research and planning to determine goals and highlight KPIs before topic generation, content creation, publishing and distribution can begin.

Naturally, there are some nuances to keep in mind when developing a marketing plan within the healthcare industry. Here are some of the big ones:

Understanding the patients

Every marketer knows that their audience is at the heart of all their marketing efforts. Simply put: It’s virtually impossible to effectively promote products and services without knowing who you’re marketing them to.

The need for targeted messaging is why marketers across industries focus so heavily on creating buyer personas, attempting to understand the ins and outs of our potential customers in order to reach them with more personalized and relevant messages.

The same applies to healthcare marketers. Success relies on a thorough understanding of the patients that make up the target audience. The usual demographic differentiators apply, as well as a more detailed look at medical history, current health conditions, level of involvement in personal healthcare and so on.

Healthcare marketers can assess the audience by asking questions about the current lineup of patients, such as:

  • What’s the typical age range?
  • What kind of jobs do the patients have?
  • How do patients tend to pay for services?
  • How often do patients visit the facility?
  • What kind of ailments or conditions do they have?
  • What makes them choose a practice or hospital over others?

Exhibit A: An ear, nose and throat specialist will want to reach patients in the area who have sinus problems, and may increase marketing spend during allergy season. By contrast, a children’s hospital is likely to focus on young families throughout the year.

Perfecting the website

More often than not, a patient’s journey begins with a search engine. In fact, a survey of more than 1,700 U.S. adults revealed that four out of five respondents made a healthcare-related online search in the past year.

Where should that online search lead them? Ideally to a good-looking, informative and easy-to-navigate website.

Considering most patients will visit a website before making an appointment, healthcare providers must make sure their website makes the right first impression. The better the website, the more trustworthy and professional the brand appears to prospective patients.

Arguably the most important digital marketing asset for a medical practice, the website should check the following boxes:

  • User-friendly.
  • Mobile responsive.
  • Speedy loading times.
  • Easy-to-find services, location and contact information.
  • Consistent branding.
  • Extra credit: Online scheduling capability.

Essentially, the website should tell viewers everything they need to know, convincing them that they can consider their search for a provider officially over.

Sustaining an online presence

The same survey of U.S. adults also reported that 63% of the patients admitted that a strong online presence will lead them to choose one provider over another. In other words, it pays for healthcare companies and medical centers to invest in their online reputations – aka a strong digital marketing plan is a must-have for healthcare providers.

Along with a top-notch website, healthcare marketers can use social media to interact with patients and become a trusted source of both original and curated content.

Online reviews also help consumers differentiate between providers, so strategies to utilize patient feedback are also worthwhile.

Some providers even have mobile apps that allow patients to make appointments, submit payments and communicate with their doctor remotely. The convenience of an app can boost the online patient experience, adding to high satisfaction and retention rates.

Educating through content marketing

Content plays an essential role in health marketing, namely because it’s an effective way to educate, motivate and inform the public on health-related matters.

When the symptoms begin to show, for instance, patients turn to Google in an effort to diagnose themselves. Second opinions come in the form of multiple blog articles, infographics and white papers until they eventually decide whether their symptoms are worthy of making a doctor’s appointment.

As such, there’s a huge opportunity for healthcare providers to not only provide clear information about their services but to also publish blogs, social posts and other digital content that answers common queries and provides helpful, trustworthy medical tips.

Keyword research helps identify the terms and topics to target when creating content, helping healthcare brands drive traffic to the website – and their facilities.

What’s more, sharing accurate and relevant content adds credibility to that oh-so-influential online presence. Direct mail, email newsletters and social media provide even more opportunities for healthcare companies to reach their audience and hone in on the thought leadership perspective.

Leaning on specialists

Healthcare marketers have a certain level of understanding into the products and services, but it also helps to pick the brain of a true expert. This is especially important in healthcare, where educating patients is always a priority.

Quotes and insights from physicians, nurses and medical specialists will give marketing assets a trustworthy edge, helping build a reputation that attracts and retains loyal patients.

Reaping the rewards

A thoughtfully planned and well-executed healthcare marketing strategy can be the lifeline for medical centers and healthcare companies. We’re talking about benefits such as:

  • Reaching new patients with speed and efficiency for a steady influx of clientele.
  • Building brand awareness and recognition.
  • Developing long-lasting relationships with patients.
  • Establishing a trusted reputation.
  • Unifying messaging and objectives across all internal team members.

Should healthcare marketers work with an agency?

Marketers at agencies that work with healthcare organizations are, of course, well-versed in marketing and advertising, but they also have high-level knowledge of the healthcare space and patient audiences.

Such hybrid expertise means these marketing agency teams are up to date on the current trends, needs and expectations in both industries. Plus, they have the time and resources to conduct the necessary market research and competitor analysis that informs highly effective data-driven marketing strategies.

With a portfolio that may include physicians, dentists, hospitals and other clients in the healthcare industry, marketing agencies understand how to build campaigns and create content that achieves healthcare-specific goals. Whether it’s building awareness, driving patient engagement or launching referral programs, marketers who work with healthcare organizations know which medical marketing channels to use – as well as how to use them most effectively.

Any hot tips, tricks and trends?

As with marketing, the healthcare industry is vulnerable to seemingly daily changes. From patient preferences to policies to scientific discoveries, there are constant changes and trends that healthcare marketers have to follow and incorporate in their strategies.

In many ways, the healthcare industry is still adapting to changes in the power dynamic between patients and providers. Empowered by numerous options and endless information available instantly at their fingertips, consumers are pickier about the medical services and products they choose to purchase.

Together with digital conveniences, this patient-centric focus is at the heart of many current trends and overarching themes in health marketing. To name a few:

  • Data-driven personalization: Healthcare marketers are culling through the massive amounts of patient data to identify needs and behavior patterns. From there, they use the insights to develop targeted campaigns.
  • Focusing on patient experience: Through electronic tools, advances in telemedicine and various touchpoints, improvements are being made with patients in mind.
  • Speaking to millennials: This younger generation is a prime audience for healthcare companies, especially because they’re at the forefront of patient demands for convenience and digital solutions.
  • Encouraging wellness: As wellness trends overwhelm the internet, healthcare marketers are leveraging the topic in their content.
  • Shooting videos: Video marketing is driving powerful results for many organizations, and the healthcare industry is no exception.

To learn from healthcare marketing in action, check out our roundup of inspiring examples.

A specialized form of marketing

While healthcare marketing is cut from the same cloth as other forms of marketing, the industry focus gives the practice its distinctive nature. As with any specialist marketing, the key to success is an innate understanding of the industry and the specifics of its audience.

Newbies in the healthcare marketing world: Time to do your research! Visit credible sites and sources, learn from your fellow marketers and talk with healthcare professionals to hone the health side of your expertise.


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YouTube 101: An introduction to video marketing for doctors

YouTube 101: An introduction to video marketing for doctors | Social Media and Healthcare |

If your medical practice marketing strategy doesn’t include video, it’s time to rethink your approach. Most people (83 percent) believe video is becoming a more important form of marketing content, according to the 2018 State of Video Marketing report produced by Demand Metric and Vidyard.

Unlike written content like blog posts, video literally speaks to your target audience. Read this guide to video marketing for doctors to learn more about this key marketing technique.

Related: 5 steps to medical content marketing success for healthcare practices

Video marketing equipment

Most marketers (83 percent) believe video gives them a good return on investment (ROI), according to Wyzowl’s The State of Video Marketing 2019 report. Note that video marketing requires some upfront cost because you should invest in high-quality equipment. Here’s a look at some of the tools you’ll need:


  • Video camera or phone: First and foremost, you’ll need something to film the video with. If your phone has a good video camera, you might not need to purchase a camcorder. A few factors to take into consideration include image stabilization, image quality, internal memory, and sound quality on your phone.
  • Tripod: Necessary whether you’re using a phone or camcorder, a tripod decreases camera movement and enhances picture quality. Plus, a tripod can also serve as a light stand.
  • Lights: Poor lighting can easily ruin a marketing video, so it’s important to have the right lights on set. Traditional video lighting is known as three-point lighting. This can be accomplished on a budget by purchasing extension cords, a few clamp lights with bulbs, and three light stands, according to HubSpot.
  • Microphone: Your camera will be equipped with an internal microphone, but that doesn’t mean you should use it. According to HubSpot, the internal microphone on your camera won’t be powerful enough to record quality audio if the camera is positioned at a reasonable distance from the subject. You’ll need a shotgun mic or a boom mic to properly capture audio.
  • Editing software: Filming your video is only part of the process. When you’ve captured all the right footage, you’ll need to edit your content. Plenty of options are available, ranging from inexpensive programs like iMovie to pricier programs such as Premier, Final Cut, and Avid.

Types of medical practice marketing videos

Most internet users in the U.S. (85 percent) watch online video content, according to 2018 data from Statista. The vast size of the audience creates a need for a variety of content to meet the unique needs of users. Popular forms of video marketing for doctors include the following.

Promotional videos

Designed specifically to market your practice, doctors often create the following types of promotional videos:

  • Office tour: The look and feel of your office space can help draw patients to your practice. Create a video that highlights the spaces they’ll be spending time including the waiting room and exam room.
  • “Meet the staff”: Choosing a new medical practice is a highly personal decision, so patients want to know who will be caring for them. More than just meeting you, this video introduces your entire team because each person plays an important role. 
  • Special offer: Occasionally, you might give patients the opportunity to enjoy a certain service at a discounted rate. Using video to announce specials gets the word out and makes the terms of the deal clear, so there’s no room for confusion.
  • Patient testimonials: Nothing speaks louder to the patient experience you provide than hearing from those who have received your care. Written testimonials are great, but video takes it to the next level. Viewers are able to actually put a face to a patient’s kind words and see their genuine enthusiasm for your practice.

Educational videos

Some services offered by your practice might be more complex than others. Creating educational videos to help explain these procedures and their benefits can bring more patients into your practice.

In fact, nearly all video marketers (94 percent) cite video for helping increase user understanding of their product or service, according to the Wyzowl report. Here are a few different types of educational videos you might create:

  • Specialty education: These videos focus on preventing or alleviating a specific concern. For example, a dermatologist might discuss summertime skincare, or a dentist could demonstrate the proper way to floss.
  • Pre- or post-treatment instruction videos: Helpful for patients interested in certain procedures, instructional videos serve as a step-by-step guide to preparation before and after the process.
  • Procedure videos: Medical procedures can be very intimidating. Sharing videos that detail the process helps patients gain a better understanding, putting them at ease.
  • Patient FAQ videos: Responding to patient FAQs on video is a wise move, as many inquiries likely require a rather involved reply. A video explanation can be easier to understand than a written explanation because patients don’t have to leave anything to interpretation.

Where to showcase marketing videos

Video marketing for doctors can be effective across platforms. Engage and inform patients by publishing both promotional and educational video content on these mediums.

Medical website

Most marketers (84 percent) report an increase in traffic to their site caused by video, according to the Wyzowl report. Adding a few well-placed videos — a procedure video on a page dedicated to a particular service, for example — can highlight your expertise, prompting more patients to make an appointment.

Also an effective way to break up text, adding video to a page makes the content easier to digest. Instead of facing large blocks of text, patients will be able to watch and learn, creating a more engaging mix.

Social media

More than half of consumers (53 percent) engage with a brand after watching a video on social media, according to the Brightcove 2018 Video Marketing Survey. Given that number, it’s not surprising that the use of video in social media has surged 84 percent in recent years, according to the Demand Metric and Vidyard report.

Here’s a look at video marketing success rates on a few popular platforms:

  • YouTube: The majority (87 percent) of video marketers have used YouTube marketing and (80 percent) have found success with this approach, according to Wyzowl.
  • Instagram: Just over half (51 percent) of video marketers have used Instagram video and 88 percent have been successful with it, according to Wyzowl.
  • Facebook: Most video marketers (84 percent) have used Facebook video, and 85 percent have deemed it a success, according to Wyzowl.

Video advertisements

More than one-fifth of consumers (21 percent) find video marketing content more memorable than other forms, according to Brightcove, earning the top spot. Furthermore, 45 percent of consumers consider this medium the most engaging form of content, and 36 percent prefer it to other marketing modes.


Numbers don’t lie so, clearly, the need to incorporate video into your advertising strategy cannot be emphasized enough. Creating videos to promote your practice is the best way to capture the attention of your target audience.

Simply put, medical practice marketing is more effective when video is involved. Video marketing for doctors creates a connection, allowing patients to feel like you’re speaking directly to them.

Sharing videos is an easy way to highlight both your personality and expertise, making patients feel more comfortable putting their health in your hands. Therefore, if you’re not already using video marketing, it’s time to get in front of the camera to promote your practice.

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How do I build an audience on social media?

How do I build an audience on social media? | Social Media and Healthcare |

In 2019, nearly 3.2 billion people use some form of social media. This is approximately 42% of the world’s population. 

Social media is a great, free, and effective way to get your name out there. You can get creative, express your practices’ personality, and interact with patients. Getting started is always the tricky part. Maybe you have great content, but you’re not happy with the lack of followers. Healthcare digital marketing requires a lot of upkeep and needs to be attended to quite frequently. Here at Prescription PR, we specialize in healthcare digital marketing to help build your audience so you can stay focused on your patients.

How do I build my social media audience?

Everyone needs to start off somewhere. It may seem slow in the beginning, but the work you put into your social media accounts will pay off in the long run if you follow these tips: 

  • Follow others
    • In order to gain followers, you must start following other accounts that have similar interests. Those accounts might like what they see on your page and oftentimes, they’ll give you a follow back. They may even share some of your content!
  • Post often
    • Be consistent. If your page hasn’t been updated in a while, they may think you are no longer in business. There should also be a happy medium between posting too little and posting too much. More than one post a day every day can be a little redundant. Find what works best for you and your followers.
  • Educate
    • It’s great to post about the services you provide, but maybe your followers don’t understand what exactly a certain condition is, or what a certain surgery entails. Be informative. Show off your expertise. 
  • Be responsive
    • If a follower has a question, answer it! This is why it’s important to stay up-to-date with your healthcare digital marketing. If a question or complaint goes unanswered, followers will typically be deterred from your page, which can lead to a lack of business. 
  • Link your social media to everything
    • Whether it is a website or even another social media platform. Have your Facebook fans follow your Twitter page or your Instagram followers follow your LinkedIn. Lastly, don’t forget to link your social media accounts in your email blasts as well. 
  • Don’t be afraid of hashtags
    • Hashtags can be your friend if their used correctly. They help users find posts that are of interest to them and draw attention to your own posts. With that being said, it’s important not to overuse them as it can get annoying to users. They want to see your content, not a bunch of hashtags!

Healthcare Digital marketing

We are dedicated to giving your business a unique online presence through healthcare digital marketing. Contact us today to learn more about how we can build your own individualized social media personality and grow your business!

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Which digital health marketing trends will significantly impact you by 2020?

Which digital health marketing trends will significantly impact you by 2020? | Social Media and Healthcare |

The healthcare industry is progressive in many ways, but marketing strategy tends to lag behind other consumer-centric industries. Why?

Healthcare marketers are expected to take full control of the customer experience in the coming years – patient outcomes being the priority. Not to mention regulatory, compliance and off-label use scares starving innovation. History has a tendency to repeat itself, and with digital marketing in particular, there is a pattern of disruption.

Tools including Artificial Intelligence, virtual reality, and improved wireless network capabilities are allowing people all across the globe to connect and share information like never before. Additionally, technologies such as wearables, predictive analytics, mobile technologies, voice search etc are providing your consumer more and more ways to engage you. Are you aware of the major digital marketing trends that will impact your organization the most in the next 12 months?

1. The rise in voice-activated search and healthcare SEO trends

As healthcare providers continue to battle it out for top spot google rankings, healthcare providers and professionals will start to really hone in on the value of organically-generated content to improve search engine optimization. The prevalence of Alexa, Siri, Cortana, Google Voice etc to find instructions, communicate tasks, find directions and more is something to think about for your own healthcare brand. Especially if you represent a consumer-facing healthcare portfolio. ComScore suggests by the year 2020, all internet searches will be voice-driven.

Tips to consider while generating content for voice activation devices include: write in a conversational tone, implement long-tail keywords, integrate keywords in the backend of your site and account for misspelled/misinterpreted words.

Regularly posting updates to Facebook and LinkedIn can help healthcare businesses climb the ranks in SEO, but the ones who will continue to stand out in 2019 are those that come up with creative social media campaigns that really drive engagement. Historically, two of the most prevalent sources for medical information are WebMD and the Mayo Clinic, and have had a resounding degree of success through their blogs and social posts

2. The growth of video in medical marketing

Video provides easy, cheap and convenient communication to bridge groups and organizations. It’s highly trackable and relevant to the healthcare industry as video provides a way to visually educate internet users on medical conditions. Video has become a powerful marketing tool for the healthcare and medical industry, especially in communicating patient success stories.

It has grown significantly as doctors and surgeons around the world can now remotely consult with other doctors and treat patients that don’t have immediate access to hospitals or healthcare facilities.

A particularly impactful campaign is from the Dana-Farber Brigham Cancer Institute, which also takes a personal approach to digital marketing through video, instilling confidence in its patients through heartfelt videos and Insights Blog. Using a variety of digital marketing mediums, the Cancer Institute is continuously sharing tips and other information from people who are now cancer-free.

VR is on the increase also, especially as doctors and surgeons try to visually teach other healthcare professionals. For instance, Medical Realities is a training service that uses VR to deliver high-quality specialized surgery education with a focus on realism and immersion. Two years ago Google Think released statistics showing that on a daily basis, 44 percent of patients who found hospitals on their smartphones booked their appointments through that same device.

3. Continued growth in PPC and organic search

The importance of paid search –– Google created the PPC (Pay-Per-Click) ad industry and made billions and billions with paid search. PPC ads appear as the short, three-line ads you see at the top and on the right side of most web search pages with a green “Ad” logo. The upper echelon of savvy, successful doctors deploy annual digital healthcare marketing campaigns with budgets for paid search ranging from several thousand to $10,000 or more per month. Paid search is flexible, highly effective and can target men and women of certain age groups. It can be turned on and off at a moment’s notice. As with organic search, PPC is best left to the experts who have proven track records and understand the nuances of PPC ads.

Organic search –– The first and most dominant way for a potential customer to find your healthcare organization’s particular services online through healthcare marketing is through organic search. This places specific keywords and keyword phrases on your website with a formulaic density.

If you’ve hired an expert in SEO keywords and Google Analytics reporting, most savvy physicians can be found online with organic search. Don’t try writing a website yourself. Your website can be ignored by major search engines if you have the wrong keyword density using certain phrases too often.


These are just a handful but always keep in mind that you want to position your brand(s) online to be a safe, credible, and trusted source. Other things to considering including embracing the new AdWords interface, learn to become a successful data analyst, put some advertising dollars towards LinkedIn and Facebook.



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Healthcare Content for Social Media: Creating a Better Social Experience

Healthcare Content for Social Media: Creating a Better Social Experience | Social Media and Healthcare |

These days, it’s unusual for an organization not to have several social media accounts. Whether or not you post healthcare content regularly, chances are high that your healthcare organization, like most brands, has some sort of social media presence.

Social platforms have become a vital and vibrant health resource for consumers—and not just for Millennials (born between 1981 and 1996). According to a Journal of Medical Internet Research eHealth Literacy study, nearly 90 percent of older adults have used social media to seek and share health information.

Ninety percent. That’s an overwhelming majority of Gen X’ers, Baby Boomers and many of their parents—all actively communicating about health issues, exchanging ideas and experiences, posting reviews or searching for providers and support communities…the list goes on.

Find Your Fit for Healthcare Content

Just because a social platform is wildly popular, that doesn’t mean it will benefit your practice. It’s important to think about your specialty, audience demographics, location and the type of healthcare content you’ll create (I’ll get to that next).

Each of these will help you decide which platform(s) are worth the time and effort required to engage the patients you really want. Our digital team is staffed with social media masters who can help you determine which platforms are worth your time and how best to take advantage of them.

Make Your Content Count

Once you find the platforms you want to use, you still have to give people good reasons to follow and engage with your practice. Content that’s informational and educational is clickable, consumable, shareable content.

The truth is, most healthcare organizations won’t gain a heavy following or see new patients simply by posting organically about their practices or hospital. The best way to utilize social media to actually win new patients is with paid social media—more on the differences here.

Still, posting things like well-crafted, yet short videos that educate people about topics related to your specialty or providing your take on trending health and wellness topics will increase your chance of being viewed and shared across the web. The content you generate must be practice-appropriate and meaningful, informative, relevant and engaging to your audience. (That means more substantial content than the occasional staff birthday post.)

5 Ways to Create Quality Healthcare Content

Content creation takes time, attention to detail, and a steadfast commitment to HIPAA and Food and Drug Administration advertising compliance. Below are a few key methods to produce valuable content that resonates with audiences and bolsters your online reputation:

  1. Clear up fuzzy medical information and claims – With the immediacy of answers available on the internet, so too comes misinformation. Whether you’re a specialty or family practice, you can bring clarity, caution or even confirmation to popular cosmetic treatments or medical, dental and nutritional topics.
  2. Assist with local crisis management – Social media has become the place to communicate breaking news, share safety or medical information during natural disasters and post vital information during a health crisis. Your role could be in anything from announcing 24-hour services to treat ill or injured residents or providing medical supplies to emergency teams.
  3. Be a public health servant – Getting help, advice or treatment for certain health needs can be difficult for many people. Some feel embarrassed or insecure about even talking to a doctor about things like sexually transmitted diseases, contraception or mental health issues. In providing informative content that connects an audience to resources— either at your practice or to a trusted professional colleague—can enhance your reputation for caring for and serving the community.
  4. Connect with patients – Of course, HIPAA compliance prevents healthcare providers from commenting on a patient’s PHI in a public forum. However, there are many other ways to use social media to connect with existing patients. You can encourage patients to follow your social media to get important updates about your staff, services, and educational events, for example.
  5. Marketing – With social media being such an active hub for healthcare marketers, providers and consumers, it’s no surprise a growing percentage of practices are delving into social marketing. Especially with the efficiency and effectiveness of paid social advertising, which can be targeted to people who are looking for a particular service or healthcare solution. Even better, if your ads on social media fall short of meeting your goals for getting new patients in the door, your campaign can be adjusted on the fly (by an expert digital team). By dialing up a message, changing a photograph or editing a video, you can affect clicks, shares and calls for appointments quickly.
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#DontTrollOnMe: How the healthcare industry deals with trolls on social media - 

As more healthcare brands develop a presence online, adverse events embedded in patient comments are no longer their only concerns. Companies are also grappling with postings by web trolls, as well as the rise of misinformation and fake news, which can be particularly strident around health issues.

We asked those in the industry how they deal with trolls on social media. Respondents from healthcare marketing, patient advocacy and more answered via email, Twitter, Facebook, LinkedIn and Instagram. Here’s a compilation of their best practices and strategies:

“Internally, I reduce disruption of stakeholder morale. Externally, I address the actual comment.” — Dina Emde

“Typically, I tend to ignore negative comments and indirectly and subtly address them by posting something positive about our event. I also like to retweet positive comments about the event from KOLs. Basically, focus on the positive instead of the negative and your followers will, too!” — Kerston Powers, HMP

“I take them for what they are — people needing attention. That’s it. I let them live their life and I laugh a little bit when I read some of their nonsense and lunacy. If I don’t like what they say I keep scrolling and realize that my life doesn’t stop because of one crazy thing someone said once online.” — Ben Patton, Brandsymbol

“Social media can be used as a tool or weapon, depends on the brand or person welding it. Too often brands, react emotionally versus understanding that not every single person will agree with you. By staying open-minded, your brand will encourage sharing versus an un-engaged audience. Also, never underestimate your brand’s voice. With data supported stances, your brand can join conversations positively by offering beneficial, fact-based content instead of sitting on the sidelines. Before posting, always ask how will this benefit my audience. Lastly, understand that people try to lure a brand into a harmful conversation with emotional attacks. Stay posed.” — Kristin Mesick, RP3 Agency

“We’re always curious about culture, and trolls bring to light different and diverse perspectives we otherwise might not have considered. So it’s a learning opportunity, at the end of the day!” — Christa Lombardi and the DeVries Global team 

“We are launching a 24/7 social media community management offering staffed by our health educators which are made up of nurses, pharmacists, and other health care professionals in order to tackle this problem head on.” — Philip Storer, Snow Digital

With data supported stances, your brand can join conversations positively by offering beneficial, fact-based content instead of sitting on the sidelines

Kristin Mesick, RP3 Agency

“We sometimes see several detractors band together to address their concerns by consistently commenting on a company’s social media posts, whether or not it’s relevant. We use data and experience to deal with these often complex situations on a case by case basis.” — Missy Voronyak, W2O

“The first step is to assess whether the account is a troll (someone dedicated to disparaging others) or a detractor. We also evaluate the influence of the person commenting, and the number of followers doesn’t always give the full picture. At W2O, we use our MDigital Life database to assess the number of physicians and valid accounts following them.

“Hard as it might be, we find if you don’t feed the trolls they usually move onto another topic. If it’s someone who isn’t a troll but has a critical, yet valid, question, we work to potentially address that concern.” — Eileen O’Brien, W2O

“Remember the words of Taylor Swift said; “Haters gonna hate!” � Jokes apart, best way to deal with a troll – don’t fuel them, respond with facts objectively. don’t let them make you angry or emotional.” — Arkkane

MM&M Magazine@MMMnews

Last chance to let us know how you deal with trolls on #socialmedia! Email or leave a comment on this post before 6/26 at 5pm. #DontTrollOnMe

Eileen O'Brien@EileenOBrien

The key is first assessing the source - is it truly a troll account dedicated to disparaging others? Typically, they are talking in a vacuum with very few followers so can be ignored. Someone with a critical, yet valid, question is different. #DontTrollOnMe

See Eileen O'Brien's other Tweets

“Anti-Trolling Tactics: 1) Comprehensive community guidelines 2) Monitor everything 3) Hide immediately 4) Block if necessary.” — Ross Fetterolf 

“I think this just amplifies the need for us to be persistent with our advocacy work. We advocate to educate! Our stories are not to shed light on us but on the cause itself. The cause is the voice and we are an echo.” — Carine El Boustani

“My response depends on circumstances. If comments are clearly abusive & personal attacks, I usually block & move on. If they’re the result of miseducation, I respond w/facts & may try 2 engage. If directed at a community member, we have a problem. I protect my people.” — Melissa VanHouten

“It’s a chance to educate, realize your strength, and then give more power and energy to people who are willing to be kind an caring. For every troll, there are 100 better interactions.” — Mila Clarke Buckley

“I always ignore and block.” — Jody Quinn

“Trolls have agendas. One of them being to shift your focus away from your mission in Patient Advocacy. Don’t give them the power by responding.” — Tiffany Kairos

Trolls want a response, don’t give them it

Eileen Davidson

“Happens a lot with me…. but I just ignore it… I know that isn’t as easy as it sound for some.. but I realize if someone has taken time out of their day to troll, then they don’t deserve the time it takes for me to worry about it… I’m living my life and working on myself, for me not anyone else.” — Josh Steele

“I ignore it more now than interact. If it becomes a problem, I hide or delete the comments.” — Charis Hill

“Trolls want a response, don’t give them it.” — Eileen Davidson

“Block and ban, I don’t have energy for that, and neither do my followers.” — Sarah Reilley

“I will start by hiding their comments. They don’t know their comments are hidden. If it gets really bad then blocking is there.” — Melissa Nerdy Talwar

WEGO Health@wegohealth

Do you ever encounter trolls on social media? Does what they say ever affect you? How do you deal with them? MM&M is looking for your tips for an upcoming story! Let us know your best practices!#DontTrollOnMe #HCSM #patientadvocacy #patientleaders

See WEGO Health's other Tweets

“When it comes to Trolls, I’ve asked my followers to not engage them and to tag me on the comments. From there I ban them from the page and then go to their profile and block them.” — Kristal Kent

“This is my specialty. Using the hide/block/remove button without acknowledging them is the most effective course of action in my experience.” — Kat Leena

“Hide. Block. Repeat. *after I learned (actually took effort) to NOT take it personally….*” — Brynja Eirdis Chleirich

“Ignore them or be near a charger because they won’t stop once engaged.” — Derek Canas

“I had my first one this week and I engaged to explain things. They were just argumentative and rude for no reason. Upset me and some of my followers. So decided to ban and then block them. My community doesn’t have the strength to deal with it, so I think I’ll adopt a banning policy for unreasonable or inappropriate comments in the future.” — Char Schoeman

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Social Media Dos and Don'ts for Healthcare Professionals

Social Media Dos and Don'ts for Healthcare Professionals | Social Media and Healthcare |

Social media use is incredibly pervasive these days. According to the Pew Research Center, nearly three-quarters (73 percent) of all U.S. adults use YouTube, 69 percent use Facebook, and 37 percent use Instagram.

Social media can be an effective medium for doctors and other healthcare providers to reach new patients and also strengthen their relationship with current patients. However, diving headfirst into the social media game isn’t ideal without a plan.

Before you take your first steps into using social media for healthcare marketing, take time to familiarize yourself with best practices and common pitfalls. 
Read on to learn a few dos and don’ts of social media for healthcare professionals.

6 tips to help health professionals succeed on social media

1. Establish a social media policy

Setting clear expectations around social media for your healthcare practice is an important first step before using social media. A social media policy is a set of guidelines that help your staff understand what they can and can’t do as it relates to your practice’s social media presence.


Establishing a social media policy can help you avoid HIPAA violations, protect your reputation, and establish trust with your patients and their family members. These are the minimum components of a social media policy:

  • People: Include everyone who could be sharing content or interacting with people on behalf of your practice. This usually includes staff and any other providers at the practice.
  • Compliance: Make sure everyone at your practice is aware of the regulatory environment and how their social media activities could violate compliance. Illustrating some examples of what not to do could be helpful here.
  • Recourse: Outline what remedies are available in the event that someone violates your social media policy. Sometimes a volunteer, for example, might not be aware of how serious even the smallest HIPAA infraction can be, so it’s best to let them know ahead of time.

2. Share original content

Sharing original content is a must to find success on social media. Why does original content matter? It’s mostly about engagement. The more thoughtful, unique, and original your content, the more likely you are to elicit a reaction from users.

If you look around the web, you’re likely to find that the highest performing content is original. That’s partly due to algorithms that allow original posts to reach more people. Whether it’s original research, a unique graphic, or a well-written blog post, original content outperforms curated content.

What’s more, a primary function of social media is to drive people to your healthcare website so they can learn more about your practice and schedule an appointment. When you share other people’s content, it leads somewhere other than your website, so you’re missing out on conversion opportunities.

3. Don’t be overly promotional

Although you can use social media to share information about new services, special offers, and events, your content should not exclusively be promotional.

According to a survey conducted by Sprout Social, one-third (33 percent) of people are most engaged by social media content that teaches them something. To engage these and other people, you should more so be sharing educational content. Plus, if you’re constantly exposing your audience to different promotions, you’re likely to see a significant dip in engagement and following.

Being strategic with your promotions will help you get more from social media. At PatientPop, we recommend healthcare practices share four educational or entertaining posts per every one promotional post.

4. Post regularly

Healthcare practices should post regularly on social media to achieve “social proof.”

Social proof refers to a consumer behavior theory that suggests that, when a person is unsure how to behave or whether to trust a business, they’ll look around for cues to better align their behavior with the behavior at large. Essentially, consumers trust one another’s actions more than they trust a practice’s marketing messages. When they see a practice has active social media profiles with a positively engaged audience, they’re likely to trust the practice more.

Positing regularly and developing an engaged social media audience allows you to tap into an element of consumer psychology that lowers apprehension, engenders trust, and ultimately wins over new patients.

5. Humanize your healthcare practice

Prospective patients want to know the people who work for your healthcare practice. Being able to connect a brand, story, or practice with human beings makes relationships more real and valuable.

You can easily make your healthcare practice seem more human on social media by sharing photographs of your staff that celebrate their achievements or show their involvement in the community.

If you plan to share photos of patients, you’ll need to obtain their written authorization first. Failing to do so is a HIPAA violation. Talk to your legal counsel for more information.

6. Don’t ignore engagement

Traditional advertising and marketing approaches such as television, radio, and print are one-way broadcasting tools, but social media sites are best for a two-way conversation. Social media gives business accessibility and a direct line to their customers, but it also gives customers a direct line to a business, and studies show that customers are using that line.

According to research done on Sprout Social, an astounding 90 percent of surveyed participants used social media to communicate directly with brands. That ended up being more than phone and email combined, showing that your audience may already find social media the most effective way to engage with you.  

Tracking your engagement performance and doubling down on posts that lead to comments, reactions, reshares, and generally positive engagement is what allows you to tap into the underlying value of social media. Remember: Without “social,” it’s just media. Extending a hand to your audience isn’t just encouraged; it’s essential.

Bonus: Incorporate social media into your healthcare marketing plan

Social media can help you achieve your healthcare marketing goals because it allows you to reach new patients and deepen your connection with current patients. However, social media should be just one component of your healthcare marketing plan.

To successfully promote your healthcare practice online, you must also build a high-performance website that is optimized for search engines; enhance your online presence by claiming and optimizing your practice and provider profiles across the web; and continually accrue patient reviews on sites like Google.

Visit the PatientPop website for more information on building a strategic healthcare marketing plan.

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Goodbye Instagram likes: Mental health expert praises social media giant’s move –

Goodbye Instagram likes: Mental health expert praises social media giant’s move – | Social Media and Healthcare |

A western Sydney mental health expert has praised Instagram’s move to trial the removal of likes on posts, following a major change to the Australian version of the platform today.

Australia is one of the first countries in the world to trial the new format, a move hoped to improve people’s mental health.

Western Sydney Local Health District’s (WSLHD) perinatal and child youth mental health director Dr Ashwini Padhi urged other social media platforms to follow suit, having seen first-hand the devastating effects social media obsession can have on his young patients.

“Depression and self-harm has been linked to social media use particularly in the child and youth population,” Dr Padhi said.

“Recent literature and evidence suggests youth who self-harm have a higher tendency to be active on social media compared to youth who do not engage in self-harm behaviour.

No more likes in Australia from today.

“Internet addiction and excessive pre-occupation with social media is on the rise and we are seeing increasing numbers of children and young adults presenting with these issues at Redbank House.

“This is a good move by Instagram and other platforms should follow.”

Dr Padhi said young people are vulnerable and easily pressured by social media, driving his team to start work on guidelines for patients.

“Social media creates a virtual world that is not aligned to the reality of this world,” Dr Padhi said.

“In our youth mental health services, we always consider how much access we allow patients to have on social media.

“We are exploring a program that will talk about the dos and don’ts on social and digital media for our patients.

“We want to ensure people do not succumb to the pressures of social media. We want young people to develop emotional resilience and not get unduly influenced by negative messages on social media.  

“It is clear to us that some people become anxious, depressed, moody and irritable without access to social media.”

Dr Padhi outlined some of the criteria used to determine if a young person is showing signs of internet addiction:

  • Checks his or her phone first thing in the morning
  • Has changes in mood when access to internet/digital media is limited
  • Loss of interest in previously pleasurable activities prior to having access to internet
  • Neglects homework or household chores to spend more time online
  • Tries to minimise time spent on internet or digital media
  • Prefers spending time online instead of social interaction
  • Becomes agitated or distressed if access to internet is stopped

Dr Padhi highlighted the importance of a reality check.

“It’s important to spend time with the family, be part of the real world and get together with friends,” Dr Padhi said.

“Social media has its pros and cons but it shouldn’t take over someone’s life. Be moderate and responsible.”

If you are concerned about your internet addiction, seek help.

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10 Reasons Why Social Media is Beneficial to Your Medical Practice -

10 Reasons Why Social Media is Beneficial to Your Medical Practice - | Social Media and Healthcare |

We all use social media for personal use. However, it reaches goes far beyond personal needs. There are many advantages to utilizing the power of social media for your business.

What Social Media Benefits Your Business

1. Brand Awareness

You are able to build your brand beyond your physical business. You can showcase your brand online using social media posts to highlight the values of your business’ brand.

2. Your Audience

Get to know your audience. Patients, other medical professionals, or students. This allows you to tailor your content to your audience.

3. Another Access Point

Having a presence on social media allows your patients and colleagues another way to reach you. Many medic professionals do not have their email readily available and some may not want to call your practice.

4. Share Relevant Topics

By getting to know your audience, you can tailor your content toward their interests. From general information for patients to medical advances for colleagues. You can utilize hashtags and ads to specifically attract the right audience for the content you produce.

5. Cost Effective

Traditional marketing can cost $200 for just one newspaper advertisement. A mass mailing can cost almost $1000. Why not utilize social media and spend much less per month for consistent posting. Social Media Management offers a new, cheaper avenue to your marketing needs.

6. Personal Connection

Social media allows a personal connection that you may not get otherwise with your audience. While you get a few minutes with a patient in the office, social media allows you to build a rapport with them.

7. Increase Traffic to Your Website

Having a blog linked to your practice’s website is a great benefit to keep your patients informed. This allows you to talk about common conditions and check-ups throughout the year. Promoting these posts on social accounts allows your content to be seen by more people. In turn, this brings more views to your website and to your brand.

8. Bring in New Patients

By promoting on social media, utilizing ads, and sharing blog posts shows your community that you are a leader in the field. This brings more patients to your practice. Isn’t growth what every office needs to survive and thrive? Social media can assist in that area.

9. Ability to Target a Specific Audience

Utilizing ads and hashtags allows your content to be driven to a specific audience. Back to school is here, online ads can be used to target a specific age range and those interested in family. Is there a health fair coming up that you will be a part of? We can target that specific audience as well. Hashtags are used to tag locations, such as your city, and topics of interest or a specific type of person. Facebook ads are still cheaper than traditional marketing.

10. Improved Customer Service

By giving your patients additional information and a new avenue to reach you, this improves your customer service. It shows you’re an asset to the community beyond seeing patients in the office. Medical advice, of course, wouldn’t be provided but it allows you to share information regarding your specialty. This increases the perceived value of your brand.

Social media is an amazing, cost-effective resource for your business. Utilizing a Social Media Manager gives you an additional set of hands that allows you more time to focus on the aspects of life you chose. The ability to target a specific audience and bring in new patient flow.

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