Say What You Mean, Mean What You Say: Understanding Effective Patient-Centered Social Media Strategy
Crafting an effective social media strategy is not merely a trend; it's fundamental for healthcare businesses aiming to reach a larger audience, maintain their brand's reputation, and foster a supportive (and loyal) community. In this blog, we'll explore "patient-centric social media," a critical aspect of a digital media strategy for any healthcare business, and what that might look like for you.
In our previous post, we discussed that a shift is underway throughout the realm of healthcare communication; The shift places patients at the forefront of the narrative. Social media is no exception, just as in patient-centric PR, a patient-centric social media strategy prioritizes patients' needs, experiences, and perspectives. By recognizing social media's pivotal role in patients' lives, this approach encourages businesses to create an empathetic, community-building dialogue that transcends the digital landscape. In turn, this enables the organization to develop a more present online voice, extend its reach to potential patients, and even circulate important information in times of emergencies (hello, COVID-19!)
As we mentioned, almost half of the U.S. population—around 133 million Americans—live with at least one chronic illness. As vector-borne diseases and long-COVID cases multiply, that number is sure to rise. Moreover, due to the loss of in-person interaction, chronically ill patients spend up to 4x the amount of time on social media as compared to their healthy counterparts. That means they represent not just a significant demographic but an extremely socially present audience ready and eager to engage. As a caution, we bring up these statistics merely to remind you that chronically ill and disabled social media users represent a larger group than you may realize. Ultimately, it's not just about the numbers; it's about creating meaningful connections in the digital space.
Now that we've established the need for a patient-centered social media plan, let's delve into what those strategies may entail. In essence, it's a deliberate effort to position the patient at the core of storytelling, engagement, and communication on social media platforms. By doing so, healthcare entities can build trust and foster stronger relationships, create a dedicated online community, and enhance the overall patient experience in the digital sphere. For example, this approach could include sharing compelling patient success stories, highlighting patient-centric initiatives, and spreading valuable and relevant information. Before you start- you may notice they look similar to the PR initiatives we outlined. While they are based on similar ideas, it’s important to note that PR and social media initiatives are executed differently and on different platforms. Let’s get into it!
Patient Success Stories
Sharing inspiring narratives of patient journeys and positive outcomes can be a powerful tool in your social media strategy. These stories bring a human touch to the often technical and complex aspects of healthcare, offering real-life examples of a healthcare organization's positive impact on individuals. These personal accounts create a genuine and relatable connection with the audience, showcasing the effectiveness and compassion of healthcare initiatives.
Patient stories on social media not only instill hope but also validate the experiences of current and potential patients. They demonstrate empathy, acknowledging unique challenges and showcasing commitment to supporting individuals through their digital journeys. As these stories circulate on social platforms, they contribute to a positive online brand image and deepen the connection between the healthcare entity and its diverse digital audience.
Highlighting Patient-Centric Initiatives
Actively participating in and promoting community health initiatives on social media is a tangible commitment to patient well-being beyond clinical care. Whether virtual health fairs, online screenings, or supporting local health programs, these initiatives showcase a holistic approach to health beyond the physical facility. It's also a way to showcase new or exciting opportunities you have for patients. Perhaps you want to showcase extended clinic hours, you're releasing a new product developed with consultation with disabled or chronically ill patients, or you'd like to share a new piece of medical equipment to make patients' lives easier. As a caveat, try to avoid coming off overly promotional. Remember: what you're saying needs to have value to the user. It should be a two-way relationship, not just sell, sell, sell. Authentic relationships have longevity, but transactional ones do not.
Social media has become a powerful tool to engage the community in meaningful ways, contributing to individual patient care and cultivating a healthier and more connected online community. It's about extending the reach of healthcare organizations into the digital space and making a positive impact on a broader scale.
Digital Health Education and Resources
The digital age is characterized by an abundance of information. Positioning your healthcare business as a reliable source of accurate and easily understandable health information is vital. Moreover, healthcare organizations play a crucial role in providing accessible and understandable resources that cut through medical complexity. Think of what you wish you could have conveyed during the beginning of the COVID-19 epidemic. What would you have said? Establishing easily accessible and understandable digital health resources exemplifies a dedication to patient education on social media.
Creating and promoting diverse, informative content in various mediums- static posts, carousels, videos—empowers patients to learn and actively manage their well-being. Social media has become a dynamic platform for disseminating valuable information, promoting health literacy, and fostering an informed and proactive approach to healthcare in the digital era. Here are some ideas to get you started:
Five Ways to Fight Chronic Inflammation: Note the specific value proposition and the emotive language (fight) here, designed to grab the viewer's attention and stop the endless scroll. More than 50% of all deaths worldwide are attributed to chronic inflammatory diseases- so posts like this can genuinely improve patient lives. Make sure to provide definite suggestions instead of vague pieces of advice. E.g., the difference between "Try progressive relaxation to lower stress levels" and "Work on stress management."
Boost Your Longevity with Three Easy Lifestyle Swaps: Again, we have a specific value proposition and emotive language (boost, easy).
Did You Know [insert relevant statistic]. This can be a great post because it's also easily adaptable to whatever niche your healthcare organization fits into (clinic, retail, etc). It can also be attention-grabbing- if done correctly! The question hooks the reader, and the statistic encourages them to stay. However, make sure you're not falling into fear-mongering here. Social media users are used to the doom-scroll; you want to differentiate yourself.
The Takeaway
In essence, patient-centered social media strategies transcend mere tactical maneuvers; they embody a philosophy that prioritizes patients in every aspect of digital communication. As we all spend more and more time online, employing inclusive communication strategies on social media becomes not only ethical but essential. Remember: an effective social media strategy is not just a marketing tool for healthcare businesses; it's a means of building a healthier, more connected, and informed society. By embracing the pillars mentioned above and focusing on inclusive strategies, healthcare businesses can navigate the digital landscape with intention, creating (and broadening) their community.
