During the pandemic, it is estimated that the average American adult is spending 27% more time on social media. And, for healthcare and wellness providers looking to market new telehealth offerings, social media is the online channel to focus on to drive traffic to your website. But, telehealth marketer beware… the key to leveraging social media as a marketing tool (even during the pandemic) requires a strategic and highly-intentional approach.
Not all posts are equal. Patients are now being bombarded with more marketing messages than ever before – with nearly every company in America pushing some sort of COVID-related or virtual service option. That’s why you want to be sure the content that you post is both relevant to patients and appropriate to the platform. For example, sharing stories and inspiring content performs well on Facebook, whereas shorter, educational posts that drive people to your website for more information tend to do very well on Instagram. The key is to study the social media platform and track the content you post to determine what performs well and what generates the highest level of engagement. Providing instructional videos on how to utilize your telehealth services or featuring customer video testimonials are all ways that you can leverage videos to market your telehealth program.
The time and day you post matters. Considering the best time to post across all platforms is an important part of crafting a winning social strategy. Here are the recommended days and times by platform.
- Facebook – Wednesday between 11 a.m. to 2 p.m.
- Instagram – Wednesday at 11 a.m. and Friday from 10–11 a.m.
- Linkedin – Wednesday from 8–10 a.m. and at 12 p.m., Thursday at 9 a.m. and 1–2 p.m., and Friday at 9 a.m.
- Twitter – Wednesday and Friday at 9 a.m.
Metrics shouldn’t be ignored. Implementing a tracking and measurement system to monitor specific key performance indicators is mission-critical to the success of your social media campaigns. You’ll want to dive deeper into not just what posts perform well, but also who tends to interact with your social media content (age, gender, location, income level, etc.) Understanding what is driving engagement provides insight into crafting even better social media marketing strategies to keep your patients and prospective patients more informed during the crisis.
Optimization across all platforms is important. How you optimize your post often influences the success of your social media content. Using keywords that will help you rank higher in search is essential. And, optimizing your videos with accurate titles, with compelling descriptions that use relevant keywords and by using tagging you get more views, shares, and engagement – especially on platforms like Facebook and YouTube.
Having the right social media strategy to market your telehealth services is essential. If you would benefit from having support in this area, let me know. I’d be more than happy to connect and share some additional insights on how to get started to generate immediate traction for your practice.