Introduction to Social Media for Health Care

Introduction to Social Media for Health Care

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  WCG | Twist| Pure | Sentient | Marketeching INTRODUCTION TO SOCIAL MEDIA FOR HEALTH CARE Missy Voronyak May 2017
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  2 Writing for HealthCare Regulatory Considerations Social Media Best Practices Discussion AGENDA
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  3 WHO IS YOURAUDIENCE • What is their education level? • Which channels do they use? • Why are they there? Healthcare Providers Employees Patients
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  4 HOW IS HEALTHCAREWRITING DIFFERENT? • Use simple language for medical terms • High blood pressure > hypertension • Cancer > oncology • Irregular heartbeat > atrial fibrillation • Refer to the person first; diagnosis second • Children with food allergies > food allergic patients • Person with diabetes > diabetic patients • The customer/patient is not “ours” • We treat each patient like family > We treat our patients like family
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  5 REGULATORY GUIDELINES APPLYTO SOCIAL Privacy • Do not collect or save patient data • Do not solicit patient health information on social media • Acknowledge inquiries but do not repeat disease or health concern in your response, move offline/direct to HCP • Never post pictures of patients without a signed release (For example a crowd at an event) Device, drugs and clinical trials • Claims = Any statement the product alters the physiology or function of any part of the human body • Cannot use paid social prior to approval (promotional rules) • Avoid claims or must include important safety information (ISI) Endorsements • Any paid or sponsored endorsement must be clearly disclosed • Includes big & small celebrities, spokespersons, physicians, bloggers, employees, families and patients • Applies to all social posts and online reviews Trademark/Copyright • Use of third party Trademarks, such as brand names requires permission • Use of third party copyrighted content, including copy, images and video requires permission • Photo release needed for all individuals in a photograph USPTOFTC
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  6 BUILDING YOUR CONTENT •Align with your broader content strategy & consider social execution when creating content, such as a press release • Build an editorial calendar with a variety of content types – examples: • Leverage any existing assets – web pages, articles, videos • Answer questions your audience wants to know (brainstorm 25-50 questions) Culture & Recruitment Industry News Thought Leadership Health Education Company News
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  7 KEY INGREDIENTS OFA SOCIAL MEDIA POST • Interesting topic audience cares about • Simple, engaging language • Compelling visual • Call to action
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  8 ANATOMY OF ATWEET • Hashtags are used to start a new conversation or join one already taking place. • Always search hashtags before using to make sure it’s relevant. • Limit hashtags to 2 per post. #Hashtag Tagging handles makes them clickable and the person knows you mentioned them Full name & handle # of people who retweeted # of people who favorited
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  9 VISUALS COMPLEMENT WRITING •Visuals are important for engagement • Photos • Infographics/infograms • Videos • Quotes • Post copy must supplement the image and the page you are linking to, not repeat it • i.e., don’t include an article title in a post if the link will populate showing the same title • Keep mobile in mind when designing
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  10 CHANNEL SPECIFIC WRITINGTIPS • Create detailed video summaries using keywords for search • Use a full URL with http:// for a clickable link as call to action • Focus content on thought leadership, news or professional education • Long form articles by execs stand out • Limit hashtags to two per tweet • Approach hashtags thoughtfully (search first, can it stand alone?) • Tag other accounts • Use simple language, especially any disease/illness language • Create copy and visuals that are fun, friendly and lighthearted
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  11 HOW TO LINKTO CONTENT WITHIN YOUR POSTS • Tell the reader what the will see when they click • Landing page should be specific and meaningful (not just a homepage) • Test your link to see how it populates (photo, title) • Consider an image in your post in addition to the link Populated link featured Image featured with link in copy
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  12 SOCIAL MEDIA IS CONSTANTLY CHANGING •Lean on your social media team or agency support for help leveraging latest tools (Instagram stories, Facebook live, LinkedIn long-form posts, etc.) • Organic content doesn’t reach many people (<10% of followers) • Advertising targeting capabilities have matured to a high level of precision
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  DISCUSSION
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  THANK YOU