NEWS & VIEWS

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Who said you can’t be social in healthcare?

by Brightworks Marketing Team - September 20, 2018

Sure, the rules make it pretty tough to engage on social media when you are a healthcare brand, but it can be done, and done well! In the last few years we’ve taken a new approach to social for our healthcare clients (true, one product is regulated as a device, which makes it easier) and we’ve seen the results… and the awards. We landed 14 major honours in the last 5 years for our social programs, including a Silver W3 Award, a Silver Communicator Award, and a finalist position at the PM360 Trailblazer Awards. How did we do it? 

  • Don’t pretend to be an expert if you aren’t! We’ve engaged social influencers who are deep into the specific disease state to help curate content and guide the way.
  • Think of the audience first. Too often brands look to social as a marketing channel, and their pages are worse off for it. Build equity through providing value, and earn the right to market by building trust.
  • Tell brand stories. Don’t just post, tell a story and have a voice. This is what agencies are good at, and this is where the real effort is.
  • If you can’t do it right, don’t do it at all. Everyone needs to be at the table, and on board with social as a channel. Brand Managers need to be committed, regulatory has to commit to reasonable SOPs and the agency team needs to be dedicated.

A great example of all this coming together is Diabetes Innovations, the community we helped build with BD. It is now the largest in Canada, and the 4th largest in the US! Check it out here, and if you need help navigating social for your brand, you can always give us a call.

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