Social media is the #1 activity of all online users - making it the most desired location for access to information, resources, news, and recommendations. And while many thought word-of-mouth chatter between medical professionals would be the mainstay in this highly regulated space for years to come, the game has shifted, with more and more physicians also turning to social media to gain access to the medical products and information they need. But much like a lot of things in inbound marketing today, space is getting crowded, making it more challenging to get your posts to the top of the news feeds.
Here are a few tips to help you rise above the rest when marketing to medical and healthcare professionals:
1. Be Helpful, Not Pushy
Medical professionals are being sold to seemingly every second of the day, so they know when they see a sales pitch - even through social media. Create and share helpful information with links that establish you as a trusted resource. Eventually, after reading enough of your information, they’ll be intrigued enough by your knowledge to see what your medical product or service is all about.
2. Follow the 80/20 Rule
The 80/20 rule means you are posting 80% of what’s known as “curated” content from trusted outside resources, and 20% of your content. Doing so helps establish you as an organization that’s working to share quality information from a variety of trusted medical professionals and not just your stuff that you’re hoping to get a conversion out of.
3. Engage With Target Customers
Studies show doctors prefer an open social community for information on social rather than closed medical forums. This confirms that while posting informational content is great, if you fail to follow-up on the conversation, it quickly sparks an impression that you are likely missing an opportunity to connect with the major players.
4. Be Where They Are
Take some time to research the applications, influencers, and public groups that are predominantly used by medical professionals you want to attract. When possible, buy the advertising in these spaces, too. Paid social advertising is better than ever these days, allowing you to set budgets, segment who sees it and more. Reports show that 60% of physicians favorite social activities are engaging with information their other colleagues are discussing and sharing.
5. Accuracy is Paramount
It’s one thing if you have a grammatical error in a blog post, but it’s another if you share inaccurate medical facts or poor medical advice. Doing so can have significant reputational and legal ramifications. Our advice? Do your homework, develop relationships with reputable medical and health content sources and double-check that your posts are full of accurate and sound information. When in doubt, don’t post it.
Social media is a key player in any inbound marketing strategy plan. If you are looking for more information on how you can leverage inbound marketing and social media for the medical industry, become a ManoByte blog subscriber by clicking the button below. For the next few months, we’ll be highlighting many ways you can enhance your marketing efforts in the medical field. As a subscriber, you won’t miss a minute of it! And don’t worry, no spamming here - we only send one additional email per week featuring our latest blog posts.