Social media dominates our lives. From checking Facebook from mobile phones to sneaking a peek while on the clock, there is usually not a day that passes without a quick check on that News Feed. In fact, new research released from Nielsen is showing just how much we use social media, and it’s a lot more than anyone realized. So, as a healthcare marketing firm, how do you position your client’s to move ahead in 2013 on social media platforms? Remember why you use them in the first place!
Understand the Human Condition
Facebook has always been about connecting people. Whether it’s bringing old college friends together, family members living across oceans, or connecting businesses to customers. Facebook has always been directly related to the human condition; “the meaning of life, the search for gratification, the sense of curiosity, the inevitability of isolation, or anxiety regarding the inescapability of death.”
At it’s very core, it appeals to all these things deep within everyone. That is why U.S. users logged more than 121 billion minutes across numerous social networks in just one month, according to a new Nielsen report, and Facebook is the number one platform. Understanding the concept of the human condition will help you understand social media marketing in 2013.
Understanding Your Audience
Healthcare marketing firms in 2013 will need to have laser focus on each client’s demographic and audience. You’ll need to know if the audience is male or female, educated or uneducated, upper-class or middle-class. You’ll need to know their favorite sports teams, their favorite brands, whether they are morning people or evening people, and so much more.
On top of all the quantifiable and categorical information, you’ll also need to know what they are interested in, what they are passionate about, and what drives them. While knowing the quantifiable information is crucial, it’s this intangible stuff that will truly sent your 2013 social media campaign into the next market.
Offering Solutions to Audience Problems
Steve Jobs once said, “A lot of times, people don't know what they want until you show it to them.” What are the problems that your audience faces, and how can you help them solve those problems easily through social platforms. This is a key element in healthcare marketing; providing actionable, simple solutions to problems. Whether you are offering advice on how to spot flu symptoms for a local family practice, or you’re easing pregnancy fears for an OBGYN’s audience, or you are offering deals and specials for a local clothing store, you’ve always got to be thinking about solving problems.
Stick to the Story
And as you’re offering solutions to problems, stick to your 2013 brand message and underlining story. DO NOT simply offer solutions to problems; offer them in a way that can’t be missed. One solution to one problem can be an entire Facebook campaign, consisting of branded images, videos, articles and blogs, and press releases. The entire problem-solving campaign needs to be consistent with your overall brand message.
Finally, don’t overthink it. If we’ve seen it once, we’ve seen it a million times; healthcare marketing firms going overboard with complicated brand messages that truthfully get lost in translation. Communicate with your audience, don’t confuse them.
There are few healthcare marketing agencies in Los Angeles, or across the nation for that matter, growing as quickly of efficiently as Quaintise, LLC. With experts in every field from SEO and social media to business development and public relations, there is not an avenue of healthcare marketing that we cannot cover. Visit our LA QDigital location at 10100 Santa Monica Blvd, Suite 300, Los Angeles, California 90067, (310) 736-1752 or our main headquarters in Scottsdale at 7150 E. Camelback Road, Suite 444, Scottsdale, Arizona, 85251, (602) 910-4112.