You know that a successful content marketing program requires fresh content – on a regular basis.But you've run out of ideas. We all find ourselves in this position. When it happens to you, step back and think of these 5 basic sources of topics.
Not all social media channels are created equal. They all have their primary focus and functionality. While some are great at delivering patient information, others are great at providing a collaborative platform for physicians.
So, part of your channel selection process should include the identification of the most effective channels for your business goal(s).
Channel selection based on goal
In the following infographic, we’ve identified 12 common healthcare goals and we’ve ranked the effectiveness of 7 social media channels for supporting each goal.
Our ranking is based on two measures:
- Does the inherent functionality of the social media channel support achieving the goal?
- Does the target audience of the goal (your personas) typically use the social media channel for that purpose?
In other words, without knowing your exact personas, we’ve blended the two considerations above (Business Goals and Personas) to create this infographic.
Welcome to Part 3 of our series on Content Marketing in Healthcare.
Where to find content for your content marketing program when you ain’t got none?
Content? What Content?
Ready for a surprise?
You already HAVE content!
Let’s go find it!
So, your hospital or practice has recognized that you live in a digital world. You have committed to developing a Social Media Content Marketing Program.
You recognize that your patient community “lives” on Facebook, or Pinterest, or some other platform in that digital world.
You recognize that you cannot simply broadcast your message as you did with your traditional marketing campaigns. You understand that your community is looking for information. They are looking for a CONVERSATION.
You even understand that your physicians must be part of that conversation in order to have any credibility at all. Congratulations. You are farther ahead than most healthcare organizations.
Yet every time you try to engage your physicians in the process they put up resistance. HUGE resistance. Barriers.
Are you using social media in your hospital or practice today? If so, are you using it for more than one goal? Are you using it for goals such as recruiting new patients, physician retention and streamlining operational processes?
A solid social media strategy should not be driven by social media itself, but rather various organizational goals – social media is a tool to help you achieve your goals.
As communication and engagement is really at the core of social media, it can be applied to numerous goals within your healthcare organization.
Hence, it’s important to look at a social media strategy across goals and across departmental boundaries. You’ll start to realize significant ROI (Return on Investment) when numerous goals are met from the same, or very similar, investments (in your social media program).
What types of organizational goals are we referring to?