Unleashing The Power Of Social Media For Healthcare Brand Equity

Healthcare is a very sensitive issue for the consumer. It is one choice in which perception and trust is of supreme importance. A patient will only go to a reputed and well-recommended doctor or visit a healthcare facility that is recognized as reliable and accredited because one always wants the wellness of self and loved ones to be in safe hands.

 In earlier times, there used to be a family doctor or a local medical man to whom patients would rush in a medical emergency. Nowadays, no one selects a healthcare provider only on the basis of accessibility or locality. Net-savvy patients google their options on the web and choose from the plethora of information that is freely available online. This trend has changed the entire paradigm of healthcare promotion. . instead of relying only on word by mouth promotion, you have to opt for the Branding of your set-up.

Healthcare branding is of paramount importance as it can help you create a legacy of trust and earn the stamp of confidence among your core audience that is patients and their family members.

What exactly is healthcare branding? Healthcare branding is promoting your facility in such a way that you can ensure that you attract the attention of maximum number of consumers, engage them and retain their loyalties. In today’s age, with the explosion in social media…you should construct an image for your set-up by magnifying and enhancing your social media or online persona.

You can work towards personifying your establishment and giving it a personality that your prospective patients can see, rely on, and connect with.   

Some strategies that can help you gain a leverage in the social media realm.

Weave a story : Social media is all about shareable content. A story that touches the hearts of your audience can help them remember your brand.

• Personalize: A patient feels that the bond between him/ her and the healthcare service should be strong. Make your social media posts as personal as possible. Let them feel that you care and will be there for them. Emphasize on your human side so that your patients feel a connect with you. E.g., share content about your hobby or a trip you have taken.

• Highlight on your USP: Every set-up has its own USP…some have the most advanced machinery, others the best team of doctors, some have a home-like ambience, others provide affordable service. Convery your USP to your target audience through appealing posts and attention-grabbing ads.

Tap trends : Keep your pulse on the new trends that are taking the internet by storm and try to tap them. E.g., if there is a trend about Inclusiveness, a hospital can highlight its gender-religion mix of specialists.

Generate Patient loyalty : Use your social media platform as a forum where your patients can voice their satisfaction and gratefulness. This positive feedback will itself act as a driver to increase your popularity and enhance your reputation. This will not only generate new leads and increase footfall but also retain your existing patient base.

Give accurate information : You can also engage your user by providing accurate and interesting information to your patients through your social media channels. Information about conditions or procedures, awareness facts, tips, lifestyle advice can all come under this umbrella of information.

Connect with the consumer : Social media platforms can be used to clear doubts, answer queries and address complaints of your patients. Online communities and discussion forums like hangout can be used for expert seminars and talks.

• Pioneer campaigns : You can use social media channels to engage visitors through out-of-the-box campaign ideas. You can use tactics like kicking off awareness drives, online contests, free giveaways and much more. Your social media platform can serve as a tool to
• Reassure and Inspire : Giving inspirational and motivational content can help patients deal better with challenging health conditions. Be sure to post positive content about recovery and cure.
• Spread awareness : Meaningful, compelling and correct content in the form of infographics or awareness posts can be helpful to educate patients about prevention, treatment and management of various health conditions.
• Build perception : In these days of cut-throat competition, your social media person can help you stay a step ahead of your competitors by giving a face to your establishment.

Through all this, please remember that doctor-patient confidentiality should be maintained. If you are sharing testimonials or patient stories or photos, be sure to get their permission in writing or you could land in trouble. If all this seems new and confusing to you, be sure to recruit a professional healthcare consultancy firm who can share your load. Through all this, please remember that doctor-patient confidentiality should be maintained. If you are sharing testimonials or patient stories or photos, be sure to get their permission in writing or you could land in trouble. If all this seems new and confusing to you, be sure to recruit a professional healthcare consultancy firm who can share your load. 

Hospertz healthcare are experts in the field of healthcare management consultancy and can assist you in every way possible.

Dr. Vishal Jadhav

hospertz@gmail.com

+91 9820833149 / 9867712705