New Healthcare Social Media Research

Healthcare social media marketing has evolved significantly over the past decade. In fact, a 2013 survey found that social media was blocked for 59% of professionals working in hospitals. Since then, healthcare organizations have increasingly used social media to engage with their communities, recruit employees, and increase patient satisfaction.

According to a WEGO health behavioral study, 91% of participants said online communities play a role in their health decisions. And when it comes to healthcare, the same study found that 87% of study participants say they share health information via Facebook posts, and 81% of study buy website traffic participants say they share health information via Facebook Messenger. Needless to say, social media marketing for healthcare presents a unique opportunity to connect with patients, physicians, and the wider community.

Our New Healthcare Social Media Research
Given the importance of social media in healthcare, the team at Convince & Convert wanted to identify common trends across social media marketing from the top U.S. hospitals. We are releasing our findings in our latest 20-page report, “Beyond the Newsfeeed: The Best Healthcare Social Media Marketing for 2020“.

Healthcare Social Media ResearchFor the second annual version of our report, Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the top U.S. hospitals, as determined by bed count and the 2018–19 Best Hospitals Honor Roll. We used Rival IQ for content aggregation and in-depth competitive analysis of all 54 hospitals’ social media efforts. We gathered insights into how hospitals use private messaging by directly interacting with hospital Facebook pages through Messenger.

We also ranked thee Top 20 Hospitals in Social Media based on a ranking score that includes Audience Size, Engagement, Engagement Rate Per Post and Total Posts. You can see the 2019 Top Hospitals in Social Media rankings in the full report.

Where Healthcare Social Media Marketing Is Headed
Gone are the days of social media managers posting the same or similar content across one, two, or three social media profiles and calling it a day.

Social media marketing in the present and future is returning to a one-on-one approach of engaging with audiences directly, be it in a private message or in response to a recommendation. Users are eschewing the spotlight in favor of smaller, niche communities where their presence is valued and they are not just a number.

Healthcare Social Media – One to One Approach

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