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Blog - The Do’s and Don’ts of Healthcare Social Media

Wednesday, 11 January 2017

Healthcare and social media go hand in hand. It’s essential for all modern businesses — but only if it has a purpose. Social media can help businesses to tap into personal and professional networks that encourage discussion and participation – which in turn can help spread key messages, and influence customers and decision makers.

Social media also helps to reach people when, where and how they want to receive information, which improves satisfaction and trust in the health messages delivered.

However, this isn’t just about sending out tweets to get followers or likes on Facebook. It is about building social capital through the story you want to tell, to the audiences you want to engage with. The more valuable your content the greater influence and impact you will have, through your social media channels.

Below are 10 tips to get the most out of social media:

1. Understand – Define your purpose and objective. Identify which social media platform is best suited for your business. Define your processes and guidelines for mitigating risk (e.g. how to respond to negative comments, pharmacovigilance etc.).

2. Connect – Follow others. Identify accounts with opinions you find interesting and think about how your connections reflect on you. Importantly, don’t feel you need to connect with everyone who follows you.

3. Voice – Outline your preferred approach (corporate-led vs individual-led). Set a tone that is appropriate for your social media platform as well as your corporate voice on other channels.

4. Plan – Create a content plan, which considers your agreed objectives. However, don’t share too much. The same industry guidelines apply on social media as they do on traditional channels.

5. Create – Have a point of view. Generate engaging content that is original and shows off your personality. Make sure your key messages remain clear and consistent.

6. Share - Be generous. Share content from others that will interest your followers. Add comments to demonstrate your point of view. 

7. Converse – Be brave. Join conversations that interest you. Participating in discussions online will provide a platform for you to share your point of view, and build relationships with key influencers. 

8. Time of day – Timings is everything. Find out when your followers are most active and post during those timeframes. 

9. Reply – Don’t ignore or delete negative comments. Reply to comments or messages in a timely manner and do not rely too heavily on automated responses. 

10. Evaluation – Pay attention to analytics. Benchmark against competitors and champions. Make sure your social media activity is achieving your desired objective.

Here's a video with more information.

At Onyx Health, we have a wealth of experience of integrating social media into businesses and health communication campaigns – working with start-ups right through to established pharmaceutical, medical device and diagnostic companies.

For more information about our marketing and communication services, contact Onyx Health on 0191 640 3638, email us at enquiries@onyxhealth.com or visit www.onyxhealth.com/packages. 

 Alex Gandhi, Client Account Manager

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