Why social media matters in healthcare
Business management plays a crucial role in healthcare, and the importance of effective social media use for businesses is becoming clear. A robust social media presence is not just beneficial but essential for healthcare organizations.
According to recent statistics, 57% of individuals indicate that a hospital’s social media presence heavily influences their choice of healthcare provider. Additionally, 81% associate a strong online presence with advanced technology and quality care. This shift towards digital interaction underscores the need for healthcare professionals to engage with patients through social media.
Key benefits of social media in healthcare
Build a positive brand image
While healthcare organizations might not be immediately associated with brands like Coca-Cola, brand recognition and perception are crucial for them due to the trust central to provider-patient relationships. Sharing posts that reflect your values can significantly enhance trust with potential patients and employees, similar to the impact of this Reel from St. Jude’s.
Raise public awareness of health issues
For public health organizations, social media offers a cost-effective way to reach a large audience. In the B2B healthcare sector, it’s a platform to promote products and enhance public health literacy through educational content.
Stay updated with industry news
Social media allows you to share your updates and keeps you informed about competitors and the industry landscape. A good social media management tool enables you to quickly search billions of online sources for relevant conversations, tracking brand sentiment and popular content over time.
Identify audience knowledge gaps
Understanding what your audience wants to learn is key to effective content creation. Use social media to engage directly by asking questions or responding to comments. Tools like Hootsuite Inbox streamline these interactions, helping to identify public health concerns and misinformation.
Boost engagement
Active social media presence fosters engagement and growth. Encouraging comments is vital, but you can manage misinformation with tools like Hootsuite Listening, which helps you find posts to engage with and filter spam.
Support hiring
Attracting top medical professionals shapes your organization’s future. Use social media to post job openings, share employee stories, and highlight your workplace culture, ensuring your organization remains top-of-mind for job seekers.
Attract new patients
Social media significantly influences patient decisions, with 12.5% of healthcare organizations reporting direct patient attraction through these channels.
Healthcare social media benchmarks
Each organization’s posting frequency will vary; however, healthcare entities typically post about 20 times weekly on Facebook and only twice on TikTok. Engagement rates average 5.9% on Facebook, 5% on Instagram, and lower on other platforms. Follower growth rates also vary, with LinkedIn and Instagram leading slightly.
Social media challenges in healthcare
While the benefits are significant, the use of social media in healthcare comes with challenges that must be addressed.
1. Security risks
One major concern for social media users is the risk of their private information being stolen. In early 2018, over 56% of compromised data records—more than 4.5 billion—were linked to social media issues.
While current data suggests that health information is largely protected, security breaches remain common. Patient privacy is critical, particularly for healthcare providers. Sharing sensitive information, like social security numbers, can lead to legal liability. Social media increases the likelihood of such mistakes.
HIPAA has established specific guidelines for safe online posting, including removing or obscuring a patient’s name, social security number, birth date, or photos. Patients also have the right to delete specific details about rare illnesses, including diagnoses and dates. Therefore, employees require thorough training to minimize compliance violations and understand what they can and cannot share.
2. False information
There’s widespread concern about false information in healthcare social media marketing, and it occurs frequently. The truth takes six times longer to reach 1,500 people than falsehoods. This can jeopardize patient health, as social media often spreads inconsistent information.
In 2018, about 75% of the top health stories contained false or misleading information, and many users focused solely on headlines without reading the content. As a result, false information is 70% more likely to be shared than the truth. To combat this, use clear, straightforward headlines that get to the point.
3. Lack of control from healthcare professionals
A significant drawback of social media in healthcare is the limited control over public perception. Negative comments can arise from posts, and every user’s feed may display these responses. Once shared, content can be permanently visible, making it difficult to manage reputation, even if you delete negative comments.
It’s essential to address negativity head-on rather than ignore it. Responding promptly shows that you value your reputation and helps clarify misunderstandings.
4. Time-consuming
Maintaining a social media presence is a demanding task. Even managing just one or two accounts requires constant content creation to sustain engagement. With multiple platforms, the time commitment grows, which can be challenging for healthcare professionals already stretched thin.
Moreover, results are not immediate; it may take months to build a substantial following. Competing against numerous other healthcare facilities for social media attention is an ongoing challenge.
5. The danger of self-diagnosis
While potential patients often search for healthcare-related information online, many turn to social media for self-diagnosis. They may seek information about their condition on your page rather than scheduling an appointment with your practice.
Effective strategies for social media in healthcare
1. Establish clear guidelines
Develop a comprehensive social media policy that outlines acceptable practices and compliance with regulations. This should include guidelines for handling patient information and responding to negative comments.
2. Utilize engaging content
Create visually appealing and informative content that resonates with your audience. To increase engagement, utilize various formats, including videos, infographics, and live Q&A sessions.
3. Monitor and respond
Use social listening tools to monitor conversations and respond promptly to comments and messages. This helps to foster community and trust while managing misinformation effectively.
4. Educate and inform
Share educational content that addresses common health concerns and debunks myths. This not only enhances your organization’s reputation but also positions you as a trusted resource.
5. Measure and adapt
Regularly analyze engagement metrics and adjust your strategy accordingly. This data-driven approach allows you to refine your content and improve overall effectiveness.
Final Thoughts
Leveraging social media allows healthcare organizations to enhance patient engagement and build trust. By fostering a positive brand image, raising awareness, and attracting new patients, providers can strengthen community connections. However, they must navigate challenges like security risks, misinformation, and the demands of maintaining a presence.
To effectively use social media, healthcare organizations should establish guidelines, create engaging content, monitor interactions, educate their audience, and measure performance. This approach can cultivate a strong online presence that informs and empowers patients, leading to better health outcomes and a stronger reputation. As social media reshapes patient-provider interactions, those who adapt will be poised for future success.
