7 questions for enhancing the value of your healthcare social media program

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Enough about you (mr. or ms. prospect), let’s talk about me (my organization). Enough about me (my organization), let’s talk about you (mr. or ms. prospect).

Which sentence better describes the nature of your healthcare system or hospital social media outreach? It’s okay, only you know the answer.

To ensure that your social media efforts deliver real value to, and engage, your audience in ways that are authentic to your organization, here are seven questions that you need to consider:

1. What role will social media play in helping you to achieve your goals, e.g. growing awareness, education, thought-leadership, investor relations, recruitment, corporate social responsibility…

2. What type of community are you trying to engage, e.g. who are these stakeholders, what problems are they trying to solve, how can you best be a resource for them…

3. What is your niche or singular message, e.g. where’s your expertise, what will keep fans coming back, how obtain search traffic through your specific niche keywords…

4. What is your big-picture strategy, e.g. thought-leader, education, entertainment, empowerment…

5. How will you approach your content and conversations, e.g. type (articles, video, etc.), style (interactive, descriptive, etc.), sources (e.g. inside company, 3rd party, etc.), guardrails (e.g. frequency, quality, authenticity, etc.)…

6. What policies are in place, e.g. for employee participation, brand consistency, crisis situations, etc.…

7. How will you monitor performance, e.g. internally and externally…

The world – your patients’ and communities’ world – is full of noise. Everyone’s overwhelmed. But be the one who actually helps better people’s lives in ways that are genuine to your organization and you’ll create advocates that will spread your ideas beyond what you ever could through your marketing outreach alone.

 

 

 

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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