Healthcare Marketing Must Incorporate Social Media

As consumers increasingly rely on social media for current information, It has become crucial for healthcare marketers to incorporate social media into marketing efforts. Job seekers rely on social platforms to find jobs. Additionally, people are looking for reliable medical resources, and social media helps increase company visibility.

Job seekers frequently turn to social media during the job search. "The statistics for using mobile devices for jobs is huge - 85 to 90 percent of job seekers use them for job searching," said Amanda Kienast, manager of talent promotion in the human resources department at Scripps Health. Therefore, in order to stay competitive in the job market, healthcare marketers must adapt to the needs of job seekers. Easy-to-navigate websites that are smartphone friendly are critical in today’s online savvy market. Healthcare marketers will not only make it simple for job seekers to find job openings, but companies will benefit from the increased exposure.

Healthcare companies should utilize social media because it increases brand recognition. The recent announcement that Twitter will target advertisements based on interests is the latest example that marketers should seek out like-minded users to send a specific message. While healthcare marketing is not traditional advertising, it is beneficial for healthcare marketers to see what works well for other advertisers. If targeted marketing routinely works for advertisers, it is further proof that healthcare marketers must embrace social media.

In addition to helping job seekers and increasing visibility, improving social media efforts is imperative for healthcare marketers because many people rely on these companies for medical information and assistance. With so many turning to the web for health advice, it’s in the best interest of marketers to give consumers what they desire. A recent survey by Health Research Institute (HRI) at PricewaterhouseCoopers (PwC) US noted that 41 percent of consumers said social media tools influence their choice of a specific hospital, medical facility or doctor; 45 percent said it would affect their decision to get a second opinion; 34 percent said it would influence their decision about taking a certain medication; and 32 percent said it would affect their choice of a health insurance plan.

It is in the best interest of healthcare marketers to embrace social media. Susan Solomon, vice president of marketing and public relations for St. Joseph Health, said it best. “Social media is as much a part of the healthcare marketer's toolbox as traditional media. And there is little doubt it will overshadow many traditional tactics in the very near future."