11 Things Health Leaders Need To Know About Social Media & Marketing

Group of active senior people taking a selfie together during a picnic day.

Of the more than 7 billion people on Earth, the number of mobile phone users is approaching 5 billion devices, while toothbrush ownership is closer to 4 billion. Indicating that both marketing of technology and public health have great disparities, but also that leadership in health care are not executing on their brands, social media or marketing. But in the U.S., hospital identity and health branding are paramount for success in a community. By listening to patients, getting feedback on wants and needs, and creating new incentives to engage individuals, increased revenue, greater trust and improved health might be achieved.

Here are 10 surprising things to keep in mind when health care and hospital leadership plan marketing efforts for 2019:

1. 1. The brain processes visual data 60,000 times faster than text. Additionally, 90% of information transmitted to the brain is visual. Whether it’s growing your brand identity or improving medication adherence through instructions, visuals are a key to interacting with and empowering patients.
   2. Surprisingly, Grandparents love Twitter so much their presence on the platform doubled last year. They are also replacing young people who are choosing to leave Facebook. Not only does this indicate they are here to stay for some time, but they are a great place to target our aging population who consume a majority of our health care services.

1. 1. An estimated 31 billion eCoupons will be redeemed in 2019. That means almost 60% of U.S. internet users have redeemed digital coupons or codes at least once. With so many new retail clinic and other hospital services that can use coupon-like strategies for patient cost-savings, this is a must in the new year.
   2. Voice search on devices like Alexa, Siri and Google Search already account for 20% of searches . Depending on the product or service in question, voice search via virtual assistant is certain to play an increasing role in consumer purchasing.

1. In 2017, it was estimated that 62% of emails were opened on a mobile device. Checking email is the top mobile activity among smartphone and tablet users. So be sure those emails are appealing and informative, as they’ll be consumed on the go.
2. The number of devices connected to the Internet now exceeds the number of humans on earth. This means health companies and hospitals need to be intentional about marketing on multiple platforms and for many different devices.
3. Social media influences 74% of shoppers final purchase decisions. Further, 90% of consumers indicate that they trust peer recommendations. Therefore, previous patients and reviews like those on Amazon are your greatest allies.
4. Instagram has 500 million viewers every single day. And 71% of those are millennials. While plastic surgeons and fitness experts have driven the health trends on this platform, there is a significant opportunity to appeal to and educate the under 35 crowd as they begin making life-long health decisions.
5. More than 78% of U.S. Internet users research products and services online, and every month, there are more than 10.3 billion Google searches. What your top hits say about your product, organization, or providers will influence your bottom line.
6. Content marketing costs 62% less than traditional marketing, and, per dollar spent generates about 3X as many leads. When creating a marketing strategy for particular service lines, services, or physician groups, think about exactly who needs to see that ad.
7. 70% of people surveyed claim they would rather learn about a hospital or company through articles or reviews rather than direct advertisements. Therefore, not only are advertising campaigns important, but so are the patient experience testimonies, community reviews, and visual or print articles. It will pay to make sure your company is being written and talked about