Healthcare Marketing. It's Personal.

Sep 16, 2019 - Matt Klein

Anyone that works in healthcare marketing knows that it is not a job for the faint of heart. It’s hard work to keep your brand top of mind, especially when no one wants to think about what you are promoting until that exact moment they need your services.

Luckily, social media offers healthcare marketers an excellent opportunity to advertise their brand and services without the annoyance of constant promotion after promotion. Success is achieved through social media by using storytelling. Engaging your audience via storytelling allows you to create a connection with them. Medicine, whether a routine annual physical or dealing with a life-altering diagnosis, is always incredibly personal. Great storytelling allows people to envision themselves in the circumstances depicted in the story and connect to the situation. It allows a healthcare organization to demonstrate how they treat patients on a personal level, and not as a cold and empty organization.

An example of social media storytelling for a large independent oncology practice centers on telling patients’ stories of how their life changed after being diagnosed with cancer and how they were given hope through the experience and care of their medical team, along with the love and support of their family and friends. In contrast, we told the same story but through a physicians’ perspective. The social media posts utilized a combination of videos, written posts, and photography personally developed to target specific audiences through various social media platforms.

Each post created a dialogue with the target audience that grew over time. People were inspired by each patients’ story and began commenting and sharing the stories with others in their social media network. Former patients became evangelists and championed the medical staff because of the care that they received. Our client went from an average of six engaged social media followers per month to over 10,000 engaged followers per month. Each one of those engaged followers indirectly shared our client’s message with their social network all because of storytelling. That is an example of the exponential power of social media.

Social media storytelling is not impossible and can be an incredible tool to connect and engage your target audience. It does require thoughtful planning and strategic thinking on the message you want to convey. Keep in mind that healthcare marketing is most effective when it is personal, because medicine is personal.

Are you questioning how to use social media to better tell your story? Let's chat and we can show you how Nichols can effectively and efficiently tell your story.