Healthcare social media strategy and tactics for 2021
… 2021 healthcare social media strategy and tactics …

Preparation For Successful 2021 Healthcare Social Media Marketing Campaigns

New social media opportunities and challenges lay ahead for healthcare marketers in 2021

John G. Baresky

Business-to-business and consumer social media usage

The first phase focuses on understanding the timing of posts starting with the social media audience at large. These are some of the busiest timeframes during the workweek (Monday through Friday) that serve as windows of opportunity for digital marketing professionals on some of the largest primary social media platforms:

  • Instagram: 10:30 am to 1:30 pm
  • LinkedIn: 9 am through Noon
  • Pinterest: 7 pm to 11 pm
  • Twitter: 10 am to 1 pm
  • YouTube: Noon through 4 pm

The development of effective social media marketing strategy in healthcare requires more thinking

A second step is recognizing the fact that healthcare has been a 24/7 industry well before the advent of social media and digital marketing. The demand for care continues to expand and this applies to caseload volumes as well as the varieties and complexities of care that are sought.

  • The variety of targeted personas in healthcare has multiplied as nurses, nurse practitioners, doctors and pharmacists become more specialized and their supporting cast encompasses nursing assistants, physician assistants, pharmacy technicians and many other credentialed patient care professionals
  • Mobile phones and tablets support immediate access to social media around the clock in almost any point-of-care location for on-duty clinical or administrative staff — and this goes for their personal time as well
  • The conventional patient care centers consisting of doctor office, pharmacy and hospital has evolved into multi-site medical groups, health systems, ambulatory care centers, urgent care centers and other healthcare provider organization models
  • Following shelter-in-place measures and cancellations of non-essential care during early 2020, COVID-19 disrupted healthcare marketing as it altered practice hours, medical procedure scheduling, purchasing patterns and other elements of healthcare provider organization operations
  • Telehealth and remote patient monitoring has changed the routine of clinicians, their organizational operations and their patients
  • Work-from-home and other shifts have moved many consumers and patients into new social media patterns as the pandemic has redefined their professional, home and social routines
  • Ongoing consolidation across the industry encompasses metropolitan, suburban and rural markets; these shifts impact the scope and scale of influence that executive leaders and clinical decision-makers have
  • The pandemic has reduced opportunities for the sales teams of healthcare product manufacturers and service companies to engage customers face-to-face, to offset this they have invested more into digital marketing and social media options that contribute to crowding and distraction
  • The variables based on social media options and persona targeting require consistent budget management to assure profitable performance

Refining healthcare social media targeting strategy

Accounting for the elements featured in the first two phases equips healthcare marketers to proceed to phase 3. Innovative healthcare marketers will explore and confirm better timeframes in a workweek just to avoid the crush of social media marketing by other companies within the 2 to 4-hour timeframes.

  • Competitive comparisons
  • Recent social media campaign data and trend analysis from successful and unsuccessful initiatives
  • Social media usage survey data generated from targeted personas
  • Syndicated research reports and data purchased from social media platforms and other sources
  • Virtual advisory boards and focus groups focused on social media use by targeted personas

Deploying additional digital marketing measures to strengthen social media marketing campaigns

The final phase of healthcare social media campaign refinement is reinforcement. Email marketing initiatives, Google Ads and selective retargeting measures are necessary to fortify social media campaigns. These require the application of the first 3 phases as well.

Healthcare social media marketing enters a new chapter in 2021.

As the rollout of COVID-19 vaccines and antiviral agents continues and is accompanied by great anticipation towards ending the pandemic, the healthcare industry will reset itself. It is far too complex to assume that following the status quo of social media norms guarantees commercial success.

Authentic, fact-based healthcare content marketing writing for medical, business, academic, patient and consumer audiences