Social Media for Health Care Marketing

Most of us know that social media is a great place to share information about your organization. It’s also a great platform to engage with your audiences through authentic storytelling.

 

This interactive workshop will walk you through a six-step storytelling method for creating unique and authentic stories without getting stuck behind approval processes, including how to: 

 

• Maximize your reach by sharing unique stories that inform and engage the audience
• Use storytelling to achieve organizational goals
• Develop streamlined approval processes that allow your stories to be published faster
• Measure results and sustain progress
  
  

 

Mariah Obiedzinski, Manager of Content Marketing Strategy 

MedTouch

With the average human attention span now shorter than that of a goldfish, our social media messaging has to grab attention, and grab it fast.

 

How do we do that? We publish content that speaks specifically to our target audiences — content that makes them stop mid-scroll and say, "Hey, they're talking to me."

 

And what's the secret to this micro-targeted content? Powerful personas.

 

In this workshop, we'll explore the benefits of using personas and how our healthcare organizations can put them to use in rising above the social media noise. Attendees will learn:

• Why personas are the secret to bridging the gap between our brands and our target audiences
• Examples of powerful micro-targeted social content among healthcare brands
• How to build a persona for each of your organization's target audiences
• How to use personas to "power up" your day-to-day social media practices

 

Following this workshop, you'll receive a template and workbook to help you create and use relationship-building personas for your own healthcare brand.

 

Rachel Parker, CEO & Chief Geek

Resonance Content Marketing

Brand storytelling has shifted authorship; from marketers to consumers. Through posts on social media channels as well as easy access to cellphone videos and pictures, consumers, employees, and other stakeholders are now writing your brand story. On one hand, it's a great sense of engagement with your key audiences. On the other, it can send your organization off in directions that are counter to where you want your hospital or health system to go strategically.

Marketers need to be proactive and become the "editor" of your organization's story. You need to write the outline, lead by example, and create the parameters for your brand. By understanding your customers; their diverse lifestyles, passions, concerns, and ideals, you can better connect with your audience groups and set the direction you want your brand to follow.

Major consumer brands such as Apple and McDonald's, among others, are employing strategies that fully integrate traditional, digital, and social media channels. The result is one story being told by many sources, including your customers! It’s your job to recognize their story lines as unique platforms for your brand. This session will explore how healthcare organizations can harness the words and emotions of their customers into differentiating brand strategies and stories.

Who's really writing your brand story?
Is this the end of strategy?
What can you do to control your story?
Shifting from writer to editor!

• Identify your brand essence
• Communicate your brand in a way that educates, entertains, and engages with your audience
• Develop, inspire and live the brand message your organization is portraying through social media campaigns

 

Rob Rosenberg, President

Springboard Brand & Creative Strategy