Social Media
Anna Gangemi
Created on August 9, 2024
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Transcript
Medicina Social Media
Staying competitivecompetitors may already be present
Cost-effectivenesseconomical approach to reach wider audience
Brand awareness fortify online presenceboost visibility
Product promotion advertising products and servicesshare images and videos
Costumer data analysis data on customer demographics, interests, and behaviours
Engaging with costumersconnect with customers instantly real-time responsesstronger relationship
Why invest in a social media strategy ?
Starting Point
On social media, the audience typically consists of the general public-everyday people who log into their preferred platforms and might bump into one of your posts/ads
Young generation - digital natives: spend 7 hours on their phones daily, 5 of which on social media- Instagram, TikTok, and YouTube - use socials as a learning tool- have short attention spans and struggle to focus
Adults - spend 3 hours on their phones, 1.5 to 2 of which on social media- Facebook and YouTube- use socials to search health-related information and personal wellbeing
Medical industry - primary user Medicina aims to attract- YouTube and LinkedIn
Audience
HMC
Cardinal Health
Vygon
ATM
BD
AVANOS
GBUK
Competitors
Objectives
It's essential to emphasize that social media's objectives should align with the overall business goals. 'S.M.A.R.T.' approach:SpecificMeasurableAttainableRelevantTimelyGoals should be reviewed and analysed periodically, and when set they should be clear, precise, have a deadline, and be measurable.
- Improve brand awareness
- Increase traffic to the website
- Community engagement
- Promote events/projects
- Gain insight on customers’ feedback
- Attract candidates for open positions
- Diversify the content
Platforms
Interactive content- quizzes- simulations- interactive infographics
Image content- second most valuable content type- considered the most engaging by 61% of consumers
Visual content- graphs- diagrams- infographics
Video content- short videos- live videos- long videos
Content
- Always quote the author
People frequently express curiosity about the behind-the-scenes activities at healthcare facilities. .
- Quality care
- Product production
- Celebrating milestones and achievements
Behind the scenes
Educational posts
One of the central missions of healthcare marketing is to inform and educate the public on a broad spectrum of health-related issues.
- Building trusts
- Empowering patients
- Filling in gaps
Sections like this help you create order
Debunking myths makes for compelling content as it confronts common misconceptions through the lens of an expert. It captivates audiences by being not only intriguing but also informative.
Debunk myths
Industry news and breakthroughs
Providing commentary on pertinent news stories will demonstrate the company's expertise and dedication to remaining at the cutting edge of medicine. People tend to trust providers who are knowledgeable and offer perspectives on the latest and most efficacious medical practices.
- Medical innovation
- Research studies
Sections like this help you create order
Patient testimonials
Patient testimonials serve as compelling content in healthcare marketing, providing an authentic glimpse into the real-world impact of the care and services delivered by Medicina’s products.
- Establishing trust and credibility
- Relatable experiences
- Social proof
- Diverse perspective
Sections like this help you create order
promoting content
engaging content
20%
80%
80/20 rule
The 80/20 rule is a guideline that suggests that 80% of the social media content should be focused on topics that are relevant to the brand, while only 20% should be dedicated to promoting the brand or products. The theory behind the 80/20 rule is that by consistently offering valuable and engaging information, you establish trust and credibility with your audience.
Social Media Calendar
A social media calendar is a strategic, detailed plan of upcoming posts for all social channels, sorted by their scheduled publish dates and times.
- timing of posts
- links
- tags
- @-mentions
- accompanying media
Sections like this help you create order
- 47% of users are Millennials (1981-1996)
- 57% of users identify as male
- main strengths: brand recognition, large user base, global reach
- low ads effectiveness
- content: business-professional images and videos
LinkedIn serves as a global professional networking platform, linking professionals from diverse sectorsIt has 1 billion users and holds the title of the world's largest professional social network.
YouTube
Medicina's YouTube channel was recently opened and the first video has already been posted.
- add a cover image
ATM
ATM may be the weakest competitorWebsite:
- dull
- homepage is brief and lacks substantial content
- lame and simple graphic design
- appealing images
- inactive
- 177 followers and a total of three posts, with the most recent one dating back seven months
Website
Medicina's website appears outdated and seems to lack engagement.
- change the graphic design
- update the news
- include more captivating content (company's story, multimedia of the facility, employees' profiles, patients' feedback, ext.)
- add a link to HMC and Dimar
- 415 million X/Twitter users globally
- 60.9% of users are male
- users spent 5.3 hours on X monthly in 2022
- 55% of users prefer informative content, and 39% posts that are relevant to them
- content: brief visual posts
X, previously known as Twitter, is an online social networking service that offers a micro-blogging format, allowing users to engage in real-time conversations and follow updates. The audience size is smaller.
Instagram:
- 9,334 followers
- actively used
- shares same topics as other platforms
BD
Website:
- homepage is impressively designed
- offer websites tailored to various countries
- product section stands out
- updated news, company's history, current projects and programs
- 964 thousand followers
- several posts each day
- 38 thousand followers
- interactions are minimal
GBUK
Website:
- select the location for navigation
- well-maintained, with engaging graphic design and easily accessible news and data
- language choice feature
- 75 followers and 28 posts
- upload posts two to three times a month
- 492 followers
- lacks content and overall interaction
- 333 subscribers and 33 videos
- the most recent post is from 9 months ago
- lack likes and comments
Medicina's Facebook account is currently inactive, the last post was uploaded in 2022.
- update the page
- change the cover photo and the 'Intro'
- diversify and enrich the content posted
Medicina's LinkedIn account is actively used and interacting with followers.
- increase the number of posts
- diversify the themes
Vygon
Website:
- vibrant colourful graphic design
- data is readily accessible
- unique pages tailored to different countries
- 3,000 followers
- posts shared several times weekly
- 1,817 followers
- content mirrors that of the LinkedIn account
- post once per week
- once active, has not seen new content for the last three years
- 2.32k subscribers and 58 videos
HMC
Website:
- modern and updated
- minimalist graphic design with appealing pictures and videos
- news section is updated
- 3,000 followers
- new posts weekly
- 47 subscribers
- videos are posted less frequently
YouTube:
- 17.1k subscribers
- the most active across all the competitors
- videos uploaded weekly or even multiple times a day
Website:
- overwhelming
- language choice feature - limited range
- news section is regularly updated
- 640,000 followers
- posts shared daily
- 31,000 followers
- daily updates
- content covers same topics as LinkedIn
- 17.5k followers
- posts shared daily with similar topics to Linkedin and Facebook
Cardinal Health
- 54.4% male and 45.6% female
- 54.3% of the user base is between 18 and 34 years old
- posting videos can increase visibility in search results
- content: longer videos that feature thorough descriptions
YouTube
YouTube ranks as the second most popular social media platform, with 2.49 billion monthly active users, including over 80 million paid subscribers.It is the second-largest search engine.
- 1.04 billion monthly active users worldwide
- average daily usage time of 95 minutes
- 17.3% are women aged 18 to 24, males are 18.9%
- 70.1% of users are under 34 years old
- content: short videos
TikTok
TikTok is a video-sharing social media app that has transformed the social media landscape.It is the 5th most popular social media platform
Medicina's X account is currently inactive and the latest post is from 2022.
- update the page
- include more captivating content
- it's easier to grow your follower base for free
- visual platform: people tend to remember 80% of what they see
- 16.5% of users are men between the ages of 18 and 24 years. More than half are aged 34 years or younger
- content: Images and short videos
Instagram is the third most-used social media platform monthly, and it excels in visual storytelling, marketing, and visual brand building
- strengths: sophisticated targeting options for advertising, a variety of content formats, powerful analytics tools
- 18.4% are men between the ages of 25 and 34 years
- content: images, videos, and events
Facebook is the world's most popular social media platform, with approximately 2 billion daily users.
Youtube:
- 1.82K subscribers
- was inactive for some time but has recently posted a new video
AVANOS
Website:
- eye-catching graphic design
- language choice feature
- content seems sparse
- news and events section hasn't been updated since 2023
- 27 followers and 315 posts
- modest
- significant presence
- 19K followers and frequent daily updates
- 50K followers
- several posts each day