How Social Media Can Benefit Your Healthcare Marketing

How Social Media Can Benefit Your Healthcare Marketing

Today, there are over 3 billion worldwide social media users.  And almost 9 out of 10 companies in the United States are using social media for their marketing.  Social media is no longer a place for friends and family to stay in touch or to connect with others.  It’s where people can stay up-to-date with news and current events. Specifically, in the healthcare industry, social media marketing plays a large role.  It can help providers engage with patients, connect with other healthcare providers and companies, and create awareness to the public of relevant and timely information in the industry. Engage with Patients via Social Media Marketing According to a recent study by Pew Research Center, 74% of internet users engage on social media.  About 80% of those internet users specifically look for health-related information, and nearly half are searching for information about a specific doctor or health professional. Patients want the most reliable information possible when searching for information about their health.  Because of a doctor’s knowledge and expertise, about 60% of users say they trust a doctor’s post over a company’s post. Connect with Other Healthcare Providers and Companies Social media connects doctors and physicians to other companies and keeps them up-to-date on the latest medical developments, technology, minimally invasive treatments and more.  About 88% of physicians use social media to research pharmaceuticals, biotech and medical devices. Create Awareness to the Public About 32% of internet users post about their friends and family’s health experiences on social media.  When it comes to health-decision making, people gravitate towards providers who have treated related or experienced similar situations.  Patients care about other patients and they want to provide the best information that may be useful for others and their loved ones. In addition, patients and caregivers are always seeking out specific providers for a condition or second opinions about their health.  Information on social media can have a direct influence on their decisions. It can provide them potential alternatives to treatments they otherwise wouldn’t know about. If you need help with your social media marketing, contact Springboard today.  We can create a strategic plan that will benefit you, your patients, and your practice or...
B2B Healthcare Brands Need a Heartbeat

B2B Healthcare Brands Need a Heartbeat

Many years ago, when I was on the client side of B2B healthcare marketing fence, our messaging beat its chest.  Mostly about how our product was bigger, better, faster, stronger and could make our customers more money. Years later, after time on the agency side of both B2B and B2C marketing, we’re seeing a massive shift in how B2B buyers at various levels need to be engaged. Sure, there’s a procurement officer that’s all about specs and cost.  But we’re also assuming you’d like to move up the chain a bit. Consider this B2B value pyramid from a Bain & Company study earlier this year. This illustrates from the bottom of the pyramid to the tip top:   The bottom of the pyramid – where many B2B marketers stop. This is where no one wants to be – it’s commodity-land. Living on specs and price will not keep you in business. Neither will simply addressing your buyer’s economic or performance needs with features and functions. As someone recently told us, don’t talk to me about the horsepower and the convertible top – tell me how cool I look driving that car…   The middle of the pyramid – where sustainable and valuable relationships begin. Here, your messaging is centered around benefits that are important to the buyer.  These benefits also enhance their subjective judgments about your product or service. Therefore, attributes like decreasing hassles and your expertise help you form this relationship.   The top of the pyramid – deepen your relationship by engaging with a heartbeat message that speaks to personal and career related priorities. Your work here requires empathy and establishes trust.  Will buying this product or service get me a promotion or better job? Or, will it get me fired – reducing anxiety can be a major point of emphasis here. This is where adopting a key best practice from the B2C world can help differentiate and elevate your product or service above the rest of your B2B healthcare competition. Paying special attention to your buyer’s hopes, dreams, fears and aspirations will allow you to customize solutions/messaging to meet them.  And this will also give your brand a heartbeat. A heartbeat will leave all the other brands, who lead with chest beat messages, in the dust.   The tip top – addresses the elements that are critical to the future of an organization, enhancing the organization’s perception in the marketplace. You may have the opportunity to meet with the CEO of the company you’re selling to. Understand that everything beneath the tip of the pyramid is beneath them as well. The CEO is focused on the future of their organization and the attributes that will enhance its perception in the marketplace. Again, a heartbeat message resonates here; one that speaks to how your product or service aligns with their vision for the future or boosts their social responsibility, will put you in the driver’s seat. For more information about how Springboard has helped B2B healthcare brands develop a heartbeat, please click here: ...
Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Most research studies provide excellent insights into your brand.  For example, knowledge, attitudes, and perceptions people have of your brand, their intent to use, and likelihood to recommend.  In addition, there’s data collected on who replied to the survey; gender, age, income, etc.  Yes, this tells you about what people think of your brand.  However, it doesn’t tell you anything about the people who use it, or want to use it.  Creating the highest level of relevance with your brand requires knowing more about the people you’re targeting than has been customary. Just like in good advertising practices, it’s about them – not you.  A heartbeat brand is one that appeals to the interests, lifestyle, visions and dreams of your audience.  Use your market research to help you understand these traits so your brand can be more effectively positioned and modified to meet their needs. There should be a section within your questionnaire that asks people about what matters most in their lives.  How they spend their time, activities they enjoy, hobbies they pursue, etc. Armed with this information, you can begin to reflect these passions and interests in your brand communications. Images become more than design background; they become eye-catching relevant scenarios. Your audience sees themselves and how their life intersects with your brand, not the other way around. Knowing your audience in new, relevant ways will help you create positioning and messaging platforms that break through and become noticed.  Why?  Because you’ve captured the essence of what’s most important to people you’re trying to influence, not trying to influence them with your brand message. Contact us today to learn more about your heartbeat...
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