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

Business-to-business and consumer social media usage

  • Facebook: Noon through 4 pm
  • 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

  • There are multiple roles in which large numbers of medical professionals and administrative staff have shifts well apart from the mainstream social media participation timeframes
  • 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

  • Closely gauged A/B social media campaign testing purposely focused on targeted personas
  • 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

Healthcare social media marketing enters a new chapter in 2021.



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