It’s safe to say that social media has become an integral part of everyday life.
However, it can be hard to navigate the challenges of social media in the healthcare space. It’s a heavily regulated industry, so natural that people will have concerns when creating content. But the benefits that social content bring are too good to miss out on.
Some healthcare companies have excelled in their approach to these channels. Yet many are still reluctant to use them as part of their wider communications strategy.
Which makes you think. In today’s digital world, why do healthcare businesses ignore the tools at their disposal? Especially when they can help to reach more HCPs and boost sales.
How efficient are your sales team?
Capturing the interest of HCPs can be hard. Which is why businesses traditionally work closely with their sales representatives. If a rep can get in front of a doctor or specialist, it’s easier for them to make a connection, build awareness and nurture that lead.
But is today’s way of working really working? In-person events are only re-booting, and many HCPs enjoy the convenience of the new virtual world. Today, companies should question their traditional approach. It may not be as effective as they would like.
Yes, a good sales rep is a hugely valuable asset. Their knowledge and power have the capability to flip the script with their network. However, with only so many hours in a day, their time is limited.
Surely businesses want to reach a wider network of HCPs faster? And for a fraction of the cost that they pay their ‘on-the-ground’ sales team? With hundreds of healthcare professionals active on social media, companies can do more to achieve this. If content captures a readers eye and takes them on a journey, eventually that HCP could turn into a sale.
Social media is changing the way businesses connect with new business. In doing so, the pressure will be off reps, whose focus can shift elsewhere. Like progressing the new leads and closing deals.
7 reasons healthcare companies should re-think social media
Social media content plays an increasingly important role in healthcare. There are many compelling reasons to get in the game.
1. They provide cost-effective education
According to QuantiaMD, over 65% of HCPs use social media professionally. These channels are a cost-effective way to boost awareness and educate readers on product or services.
2. Reach more HCPs faster and multiple times
How many sales reps would you need to reach a million people in one day? Social media’s potential to boost reach is unmatched.
3. Guide HCPs on a sales journey
Strategic social content tools can help to tell your story. If it’s strong and mapped out properly, you can guide your audience on a digital sales journey. From awareness, to consideration, sales, to brand advocacy, if content adds value to a reader, companies will see results.
4. Inform and stay compliant
Yes, caution must be taken when creating content. However, there are clever ways to work around strict regulations without compromising on compliance.
5. Gain real-time insights
Its quick and easy to learn what content resonates with an audience group on social platforms. Live data can provide many answers. Knowing a reader’s real needs will help to shape and direct future plans.
6. Top-notch customer experience
Companies can easily connect with their audience when active on socials. Access to HCPs is on-demand and you can provide an open platform for instant feedback.
To unlock all of these benefits and more, companies need to get strategic. The key to success lies in creating thought-provoking, valuable content.
How to create thumb stopping content
Many assume creating content is easy. In practice, it’s not. It takes time, focus and some great ideas before it’s a success. What’s more, if you’re producing content that your audience doesn’t need, they won’t stick around. You need to stop readers in their tracks. To get there:
1. Use content pillars
The best strategies have a clear direction before content is created or promoted. Content pillars can help with this. They help to fuel content ideas and allow marketing teams to ‘rinse and repeat’ without having to strategise each time. Once you have a group of content topics, it’s easier to dig deep into compliance with regulatory teams.
Content Pillar Tips:
- Develop a customer persona to help you understand your target audience’s needs.
- Content topics should support company goals. For example: customer reach or sales.
- Keep an eye on industry trends. You may need to pivot your plan if you’re not on top of new and relevant topics in the healthcare space.
2. Create a social content flow
Once you’ve established your pillars and what content you want to promote, you need to create a story. A social content flow can help with this. This tool will help marketing teams outline what they want to say in a quick and easy way, allowing them to take the reader on a journey. This information should then be created into thumb-stopping social posts that nurture the digital sales processes.
Remember, you only have 0.5 seconds to make a good first impression. If content doesn’t instantly capture attention in a feed, the reader will go elsewhere.
Social Content Flow Tips:
- Think of social content as click bait.
- To stay compliant, social posts should lead to more informative content.
- Use the flow to highlight what creative designs and written posts are needed.
- Create a content calendar to help schedule and manage customer touchpoints.
- Use social analytics to discover what is and isn’t working.
Content and social media is a powerful combination
Healthcare companies still underestimate the power of social media. Which leaves many with an opportunity. To do more with these channels and connect and sell to a wider network of HCPs. In order to be successful, companies need the support of impactful content. If a reader sees something of value to them, they’re likely to explore the information further.
Content has the powerful ability to turn followers into customers and eventually, brand ambassadors. So, don’t miss out on the opportunity. Modernise your approach to these powerful channels.
Get started today. Map out your content pillars and social flow and re-think the way you reach your sales goals.