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Using Social media to drive patient engagement

Using Social media to drive patient engagement

Nearly everyone has at least one social media platform that they use regularly. With such a huge audience on each platform, healthcare professionals need to start engaging with these individuals.

drive patient engagement


Social media is a powerful tool for patient engagement. It allows you to connect with people who are interested in your organization, share your message and create an online community around your brand. However, if you want to use social media as a tool for driving patient engagement then your strategy must be tailored towards those goals. Social media and healthcare are a pair that healthcare professionals should quickly take notice of.

Learn how to engage your audience

Learn how to engage your audience

The first step in engaging your audience on social media is to learn how to engage them. You need to know who your target audience is, what they want and need from you, their pain points and what they’re searching for online. You also need to understand at a high level where those people are looking for information about healthcare issues. For example:

•  If someone posts about a disease or condition on Twitter or Facebook, how can that post be optimized?
•  What questions do people ask most often when asking questions about healthcare topics? How can you answer those questions in tweets or Facebook posts?

Establish clear objectives and outcomes

Establish clear objectives and outcomes

•  Define your goals before you start.
•  Set up a timeline for achieving the goals.
•  Make sure you can measure the results, and not just hope for them to happen organically on their own, which is rarely possible on social media.
•  Don’t be afraid to change your goals if necessary—a good example of this is when I changed my goal from “generate 500 followers” to “generate 10k+ followers.”

Tailor the content you create to these goals

Tailor the content you create to these goals

Now that you know what your audience wants and how to create content, it’s important to keep in mind that the content you create should be tailored to those goals. This means tailoring both the message of the post and its visual elements so that they align with what your audience needs. For example, if a patient is looking for information about a specific treatment option, he or she will want information about that treatment option on social media sites like Facebook or Twitter—you don’t want him or her scrolling through a long thread discussing other options!

If you’re creating an infographic with numerous links back into your site (many people do this), make sure these links are visible enough for people who simply want some quick answers without having too much time spent clicking around until something clicks.

Be aware of the limitations of your tools and platforms

Be aware of the limitations of your tools and platforms

Social media platforms are not all equal. Some have better features and functionality than others, which means you’ll need to use them in the right way for your particular needs. Some social media networks are better for building relationships with patients, while others are better for driving traffic to your website or app.

Facebook is probably one of the most common places that people go when they want information about their health care options, but it’s also a bit overwhelming due to its size and complexity—and that can make it difficult for even seasoned marketers like yourself! So what should you do if you want an effective strategy? First off: find out how many people use Facebook as part of their daily routine by doing some research on demographics (age group) and psychographics (demographics related specifically to personality traits).

Next up: identify what types of content resonate best with those groups so that when choosing which posts would resonate best within those groups’ interests; then finally decide whether or not using paid ads will be worth investing in since this could mean spending thousands each month depending on where exactly we’re advertising – something neither myself nor anyone else here has any experience whatsoever doing ourselves yet.”

Assign a community manager to lead your efforts

Assign a community manager to lead your efforts

You’ll need to hire a dedicated community manager to lead your efforts. Why? This is because they have the knowledge and experience necessary to communicate with patients, as well as the ability to manage multiple channels of communication at once.

How do you find someone who fits this role? You can go through several avenues:

•  Social media platforms like Facebook, Twitter, and Instagram have extensive lists of job openings within their communities. If there’s an open position in your area, reach out via LinkedIn (or other social networks) and ask if they’d be interested in applying;
•  Another option would be using an agency that specializes in social media marketing—they may also recommend candidates based on experience with similar projects before yours!

There are several factors to consider when hiring a community manager. First, you need to ensure that these people can devote themselves full-time to content creation and engagement. If your company or organization has multiple social media accounts and/or a large audience, it may be tempting for them to devote their time to other tasks while they’re managing your account. However, if this happens often enough then you’ll end up with inconsistent messaging across all channels. You also want someone who has experience creating engaging content for their audience or group of followers—this can include both social posts as well as blog posts or podcasts.

Finally, the person hired must know what makes good content so they can help guide others on how best to approach certain types of posts without getting too complex in terms of formatting or grammar usage.

Make sure your community manager also has a strong understanding of compliance guidelines for healthcare social media use and implementation.

As a health care provider, you must ensure that your social media strategy complies with regulations and guidelines. This includes the following:

•  Understanding the regulations and guidelines for social media in healthcare. It’s important to understand how social media can be used by your organization as well as what might get you into trouble if it’s used incorrectly or too often.
•  Using social media to drive patient engagement. You may want to consider using a third-party platform like Hootsuite or Buffer so that they can manage all of your different accounts while still allowing you complete control over each post’s content, audience size, and frequency (if applicable).

Build relationships with influencers within your community and encourage them to share about your organization

Build relationships with influencers within your community and encourage them to share about your organization

You can identify influencers within your community by looking at their followers, likes, and shares of their posts. Influencers are people who have a large following on social media. For example, if someone has 10k followers but only 2k likes or shares their content, then that’s an influencer.

For social media to be a powerful tool for patient engagement it has to reach the right people and at the right time When it comes to social media, the right people and the right time are critical. If you’re looking to engage with patients through social media, you need to reach them where they are: on their phones.

That means creating content that’s optimized for mobile devices and available when people least expect it—not just when they’re at work or school but also while they’re out and about doing things like shopping or dining with friends. The best way to achieve this is by creating apps that allow users of all ages (and stages) of life access from anywhere without having an internet connection.


When used correctly, social media has the potential to be an effective way for healthcare organizations to communicate with their audiences. It can also help engage patients and attract new ones, but only if these goals are considered in advance. To get started, you’ll need a clear understanding of your audience—who they are and what they want from your organization. Then it’s just a matter of planning so that each step along the way leads toward those outcomes!

BraveLabs helps healthcare providers with a healthcare social content strategy that can help them grow and use the power of social media.

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