Blog Category: Social Media

Healthcare marketers have an overwhelming number of tools, techniques, and platforms to connect with their audiences.

The challenge is narrowing down the choices to what’s most effective – and understanding how changing patient behavior is affecting the process.

One strategy that is gradually moving into the spotlight: influencer marketing.

What is it? Why should you consider it for your healthcare brand? What does it take to make it pay off?

Let’s break it down now.

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One of the best ways to improve our healthcare marketing is to go beyond the theoretical. Seeing what brands are actually doing well acts as a springboard for a better approach.

Kindred Healthcare has a lot of real-world insights to offer. This truly massive organization, which offers post-acute, rehab, hospice and home care services across nearly 3,000 locations, is making the most of digital and traditional marketing channels.

Kindred has steep marketing challenges to overcome. Their approach to meeting these challenges will inspire your own healthcare brand – whether it’s large or small.

How are they connecting with their target audience in a time of so much confusion and overwhelming healthcare jargon?

Let’s take a look!

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Social media is one of the most exciting marketing opportunities for healthcare brands today. Unfortunately, it’s often misunderstood.

As audiences become increasingly fragmented across digital channels, social media offers the perfect chance to form communities. It isn’t just for tech-savvy millennials anymore; middle-aged and elderly adults are some of social media’s fastest-growing demographics.

People are engaging these platforms to talk about everything ranging from what they had for lunch to important topics like finances, relationships, and health.

How can we healthcare marketers make it work for us?

By pulling out the key insights from brands who are already doing it well.

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Every day is an endless competition for your precious attention.

Thanks to smartphones and the Internet, it’s easier than ever for us to distract ourselves. Marketers in every niche are throwing big money at attracting as many eyeballs as they can. That explains why we see an average of over 600 marketing messages a day.

This puts healthcare marketers in a difficult spot. We can’t stop marketing and trust our audiences to find us on their own. On the other hand, we can’t bombard people with annoying, pushy messaging without putting them off completely.

Within this challenge lies an incredible opportunity: content marketing. Strategic content can help marketers strike the right balance. Instead of blowing through budgets and fighting for attention, you can earn it by creating positive experiences.

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Healthcare marketing is full of excitement these days. With so many digital tools and platforms available–and new ones popping up every day–there are more ways than ever to communicate with your target audience.

As always, the challenge is to get the right message to the right people, at the right time. But the sheer number of options out there have made this more complex.

This trend will only continue as we grow more comfortable with digital interactions. By 2020, we’ll manage a whopping 85 percent of our relationships without talking to a single human!

People expect convenience, responsiveness, and, most importantly, choice. They want to communicate with businesses however and whenever they wish.

The solution, then, is to meet those expectations by opening multiple communication channels.

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Many healthcare marketers are focused on appealing to millennials. Yet there’s an equally important, and often overlooked demographic: senior citizens.

Increased life expectancy, along with the massive number of baby boomers sliding into the senior demographic, will make this a crucial demographic for many years. The U.S. Census Bureau predicts that, by 2030, Americans over 65 will account for over 20 percent of the total population. That’s almost double the amount than in the year 2000!

Unfortunately, with so many people living longer, their chances of developing a chronic health condition increases. There’s simply more time for conditions to develop. Aging baby boomers will have to contend with plenty of doctor and hospital visits over the next few decades.

Figuring out how to reach these people in a meaningful way is paramount to many healthcare marketers’ success.

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