Healthcare marketing: “social” beyond social media

It shouldn’t be news to anyone that social media has forever changed how we interact with, and thus our expectations about the relationship we have with, brands.

We expect more transparency, purpose, conversation and connection. But while healthcare marketing has taken more of a wait and see approach relative to other industries, patient and community expectations have not. Because people are people – regardless of whether you characterize them as patients or communities.

Even though you might just be getting into the game, healthcare marketers must now begin to think beyond “social media” as a channel. Integrating the tenets of “social” into all that you do to create value for your patients, communities and organizations. Because regardless of vehicle, they’re expecting to be able to converse, connect and contribute.

What this comes down to is actually kind of simple. Being useful to your audiences. By creating and propagating genuine and meaningful cross-channel conversations. That let them interact with, and through, your brands. On their terms, in their (not your marketing) language.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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