Why and How Healthcare CMOs Should Re-engage Social Media
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The document discusses the challenges that Chief Marketing Officers (CMOs) face when re-engaging with social media, emphasizing the importance of personal interaction over merely sharing business updates. It highlights the growing significance of video content and influencers in reaching audiences, especially in the healthcare sector where social media can build trust and affect consumer choices about health providers. Additionally, it underscores social media's cost-effectiveness compared to traditional marketing and the importance of analyzing engagement to measure return on investment.
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Why and How Healthcare CMOs Should Re-engage Social Media
- 1. HOW TO GET SOCIAL AGAIN REENGAGING SOCIAL MEDIA For many CMOs, the struggle isn't how to "do" social media well. It's about starting over when time is precious and the commitment to re- engaging with others online is now treated as a "nice-to-have." You're in the woods. It's time to find your way back to civilization.
- 2. HOW CMO'S USE SOCIAL MEDIA 0 25 50 75 100 Twitter YouTube Instagram LinkedIn Facebook Slideshare Vimeo WHICH SOCIAL PLATFORMS ARE MOST POPULAR AMONG CMOS? A common criticism of today's CMOs is their lack of personal engagement on social media platforms. While many access sites like Twitter and LinkedIn, to build their brand, they are commonly more focused on sharing business and industry related updates, as opposed to interacting with their followers This provides an excellent opportunity for those CMOs who want to buck the trend and self-promote their businesses and organizations in a positive light across a wide range of platforms. Visibility in the public eye can be a huge advantage when targeting new potential customers.
- 3. A DAY IN THE LIFE 9 AM Settle in to the office and review to-do list and daily calendar, along with any reports. 10 AM Have a daily/weekly meeting with the marketing department, including social media team, to discuss new ideas. 11 AM Miscellaneous weekly individual team meetings (operations, social, sales, etc.) 1 PM Respond to emails and any outstanding items following lunch. 3 PM Reviewing inventory and merchandise. 4 PM Executive team, including the social media director, gather informally to cover any outstanding topics.
- 4. LEVERAGING SOCIAL FOR BUSINESS Understanding and getting to know your audience is an essential step in the social marketing process. Once you have the statistical insights into age groups, locations, and other demographic data about your clientele, you can better strategically engage them using the appropriate platforms. It is important to make sure that your posts aren’t too intrusive or promotional in nature. Rather, create informative and engaging posts, that aim to resonate and impact your audiences senses. In addition, it is valuable to tailor your messaging based on the platform itself, as the demographics and intent can change from site to site. Social media is a space where your audiences can directly get in touch with you. Encourage them to comment on and share your posts on social media. Additionally, if a patient does not seem satisfied with your care, reach out to them. Tell them that you’d like to connect with them to learn more about your shortcomings. This helps build brand trust and loyalty, and allows you to rectify any mistakes made. DISCOVER YOUR AUDIENCE PREFERENCES DEVELOP ENGAGING CONTENT BE UNDERSTANING AND RESPONSIVE
- 5. TRENDS TO FOLLOW IN 2020 In today's rapidly changing social media environment, it is more important than ever to be staying ahead of your competition when adapting to new innovative marketing opportunities. Doing so enables you to have the proper tools in your arsenal, a current and relevant strategy, and the necessary skills to get the most of social media. VIDEO CONTENT THE RISE OF STORIES Among the most-shared content across all social platforms are long-form and short-form videos. With YouTube housing the second most active users only to Facebook, and apps like TikTok and Instagram continuing to expand, it is imperative to have an active video presence promoting your services. Following the launch of Snapchat, other social media platforms have sprinted to add a Stories format to their offering, flooding the web with over 500 million daily active Story users. In today's social climate, influencers are all the rage. Brands compete and pay substantial amounts of money to secure people who will endorse their products and bring in organic traffic. INFLUENCERS In healthcare, you need to be creative in order to succeed in this endeavor. Partnering with local media and athletic organizations can give your brand a significant edge. In addition, it would be wise to empower your physician base, and encourage them to post and create a brand for themselves, thus creating their own influence. In addition to a staggering growth rate, Story based posts have become highly engaging, not only among everyday users, but businesses alike. On average, brands are posting Stories to their social feeds once every four days. Considering all you need is a smart phone, the barrier to entry is lower than ever, and the options between organic video and ads are bountiful.
- 6. EVALUATING THE DATA Due to the high volume of patients looking to the web for answers regarding their well- being, health care professionals and organizations are obligated to create informative content to be shared across several social media platforms. Doing so will help accurately inform consumers about health-related issues and guide them to accurate information. 90%90% 90% of 18 to 24 year olds said they would trust medical information shared by others on their social media networks. 40%40% 40% of consumers say that information found via social media affects the way they deal with their health. 60%60% 60% of social media users are most likely to trust social media posts and activity by doctors over any other group. 60%60% 60% of doctors say social media improves the quality of care delivered to patients. 41%41% 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility.
- 7. THE INITIAL TOUCHPOINT Methods of engagement have changed drastically since the birth of social media. Consumers now prefer to interact with companies, and health networks, via social media over any other platform, with 34.5% of them choosing this method versus through a website (24.7%), telephonically (16.1%), or in-person (5.3%). In addition, Americans spend on average 144 minutes per day on social media websites/apps, thus significantly increasing the likelihood that their initial interaction with your practice will come through this communication channel.
- 8. HEALTHCARE SOCIAL MEDIA TACTICS PROMOTE HEALTHCARE- SPECIFIC NETWORKS LIVE TWEET TO EDUCATE PATIENTS INCLUDE HASHTAGS TO ENGAGE IN CONVERSATIONS FACILITATE PHYSICIAN COLLABORATION
- 9. MEASURING YOUR ROI When utilizing social media in healthcare, it can be challenging to determine your net earnings. Making the connection between your social media efforts and acquiring a new patient or scheduling a new procedure, isn't an easy task. This is where analytics come in. Analytics can play a major role in determining how patients found their way to your practice. Whether it be through practice surveys, or click tracking, it is important to understand the route they took to get in front of your physicians. The most important thing to consider with social media in healthcare is that it is a long-term investment, and it is imperative to acknowledge the lifetime value of a new healthcare consumer or patient. For example, if it only costs $100 to acquire a new patient via social media, while they bring a lifetime value of $25,000 or more, your investment is highly profitable. EARNINGS - COSTS X 100 COSTS = ROI
- 10. SOCIAL MEDIA COST SAVINGS As you reflect on your potential ROI, it’s easy to overlook one of the most important things about social media in healthcare: it is cost effective. In comparison to traditional marketing ventures, social media typically costs significantly less while yielding substantially better results. Spending thousands of dollars versus millions for the same results is pretty attractive. Not to mention, you are able to do a substantial amount of messaging free of charge, including alerting followers about company updates, offering customer support, and sharing unique content on a daily basis. Not only is social media more affordable option, but it also provides much more flexibility, in that it is not stagnant. Unlike a traditional media buy, you have the power to change your messaging, as any circumstance arises. 60 40 20 0 COST PER THOUSAND IMPRESSIONS (CPM) OF MEDIA PLATFORMS (IN USD)