Social media is an excellent way for your hospital to build brand awareness and achieve your goals.
So, where to begin? First, let’s discuss what branding is! Branding is not just your logo or website. It’s really about how people perceive your hospital. Even if you’re not actively choosing to brand your content, a perception still exists in your community. You have the power to shape how you want your audience to feel.
Clarify Your Goals
So, what do you want your social media to achieve? Is it building awareness of your practice? Are you aiming to drive referrals? Online pharmacy sales? Getting clear on your goals will help you to create branded content that feels authentic and gets you to achieve your goals.
What sets your hospital apart? It’s helpful to distill this answer down to a concise singular idea because attention spans are SMALL on social media.
Update Your Social Media Accounts
Decide which social media platforms you are going to focus on (it’s best to focus wherever your clientele are hanging out online the most), and delete any old accounts that you are no longer using. For whichever networks you will be using, make sure all of your information is up to date and accurate.
It used to be that the more you would post, the better. With an ever-changing algorithm, it’s better to be intentional than overload your audience. The ideal cadence is posting around 3-4 times per week. If you only post to Instagram once a month, the algorithm will not boost your views, and your audience likely won’t even see it in their feed.
Be Consistent With Visuals
Typically we think of design and color when it comes to branded content. Essentially, it’s best to have a cohesive overall look to your page and use the same colors over and over. If you aren’t sure, ask your Marketing Manager for guidance!
Create A Consistent Voice
Whether you have one person running your social media account, or several contributors, it should encapsulate a similar writing style… no matter who is pressing publish! If you struggle on this step, think about 3-5 descriptive words that a reader may use when seeing your captions. Is your hospital playful & humorous? Plain spoken & simplified? Create that persona by talking with your team on how they envision the hospital’s brand or discuss with your Marketing Manager.
Lastly…Quit Plugging, And Start A Conversation
Your online audience deserves a two-sided relationship. Think of this as a conversation rather than an ad! Interact, show that your team cares, and reply to comments. You can even interact in Instagram Stories using polls to drive engagement. As in all customer service communication, genuine connection is key to build trust.