Twitter has been a key player in the social media sphere for a while now, but some healthcare brands still haven't adopted the microblogging platform—despite the benefits it offers to hospitals and clinics the world over. For some, the hesitation stems from not understanding how Twitter can advance their hospital brands.
Read on to learn just how Twitter can work wonders for your hospital or clinic's brand voice.
For hospitals and clinics, Twitter is one of the most practical social media channels in which to invest. In fact, according to Convince and Convert Consulting, top hospitals post on Twitter 50 percent more than Facebook and roughly eight times more than Instagram. Additionally, Twitter allows healthcare marketers to incorporate rich media into their posts, using still images, video and links to grab their audiences' attentions and pull them deeper into the story that the brand is trying to tell. Looking for insight on how to up your Twitter game? Check out our blog, How to Reinvigorate Your Brand's Twitter Strategy, for some Twitter tips.
Friendly, Personalized Engagement
It's no secret that hospitals are constantly battling against the cold, sterile and unfeeling stereotype that is often unfairly bestowed upon them in pop culture. As a healthcare marketer, you know more than anyone that the key to flipping the script on the age-old stereotype is through humanizing your institution and emphasizing the care you provide. Twitter just happens to be the perfect place to do both of these things. On Twitter, your clinic can directly join in conversations with patients, ultimately improving your brand's reputation. Additionally, you can use Twitter to spread patient success stories, medical advancements and physician-generated content. By doing so, you'll paint a picture of just how knowledgeable, compassionate and human your institution really is.
While Twitter can be used to raise awareness of the services your hospital or clinic provides, the physicians you employ or the content you create, this is not the primary purpose of the platform. Twitter is informal, and the most successful hospital brands use social media to tell stories that draw an emotional response from their followers. Patient success stories in particular are incredibly effective at getting followers to connect with your brand on an emotional level. Lacking publishable patient success stories? Talk about the work being done at your hospital, and frame it as a story. Talk about the benefits of the services you provide in a way that people can connect to—avoiding overly medical terminology and pairing it with informative links and eye-catching graphics.
In terms of quick social-media communication, Twitter is unmatched in its ability to connect your hospital or clinic with its patients and followers in a way that dispels the cold, sterile stereotypes all-too-often associated with hospitals. Simply devoting time each day to keep your institution's Twitter profile active can work wonders for your brand's reputation.