Eight ways healthcare marketers can grow an enthusiastic fan base through social media

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The more you know about your customers as real people – looking beyond their obvious needs to their hopes, dreams, fears and challenges – the more you can help them achieve.

In turn, the more value you give, the more you’ll receive in return. Ideally, this “return” will come in the form of customers who become enthusiastic fans of your organization. The ones who are more than happy to sing your praises.

Here are eight ways to make this happen through social media:

1. Internal Engagement. Give employees, the ones who power your brand, the chance to shine, e.g. Best Buy Connect
2. Collaboration. Create mechanisms for customers to influence your products and services, e.g. Dell’s IdeaStorm
3. Authenticity. Feature happy customers on video, e.g. Mayo Clinic’s atrium piano
4. Feedback. Create real-time feedback channels, e.g. ComcastCares
5. Participation. Create suggestion boxes and reward customers for their participation, e.g. My Starbucks Idea
6. Experiences. Create new ways of delivering experiences that fit with their lifestyles, e.g. healthierme
7. Conduit. Allowing customers to share with each other through you rather than driven by you, e.g. beinggirl.com
8. Sharing. Allow customers to share their ratings, e.g. revolutionhealth

Are there other good examples that come to mind?


Eric Brody

Eric Brody is President of Trajectory, launched in 1999, the specialist health & wellness branding and marketing agency using every moment to move customers, brands and businesses upward. Prior to Trajectory, Eric served as EVP and Management Board member at Interbrand (the world’s most influential brand consultancy). Before Interbrand, he held senior marketing positions at Beiersdorf Inc. and L’Oreal and advertising account management positions at Marschalk and Benton & Bowles.He has also taught as an adjunct professor at Seton Hall’s Graduate School of Communications and has lectured at Wharton Business School and Emory Goizueta School of Business.