How The Social Media Landscape Is Changing In Healthcare

On the surface, social media is relatively simple to use. Most of us have been using some form of social media daily for more than 15 years without ever receiving a tutorial. In fact, as of 2018, 79% of Americans had a social media account. As users, we simply open the app and scroll to see updates from friends, family and various news sources.

However, using social media to market a healthcare organization is much more complicated. It’s more than occasionally logging into a social media account and posting updates, blogs or videos, also known as owned or organic content. It’s extremely important to have a social media presence as a healthcare organization—and while it’s easy to have a social media presence, it’s far more difficult to use that presence to strategically and effectively grow your business.

In order to grow brand awareness, create consumer engagement, and drive website traffic, a social media site needs more than organic content—it needs a strategy.

While organic content can still help a brand maintain a social media presence and be a source of information for consumers, recent algorithm changes don’t allow this type of content to have as much reach or engagement.

Brands that have created successful social media strategies are relying more on paid social media, which can amplify social content, increase reach, generate leads and lead to conversion. Today, social media content needs to be user generated and create a two-way dialogue.

Not sure where to begin? That’s where MBB can help. We have earned and paid media professionals who are subject matter experts in healthcare social media who can ensure your organization is reaching the right audience with the right message.


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