Four Ways to Enhance Healthcare's Social Media Creativity

When it comes to social media, the healthcare industry is probably not the first thing that comes to mind. But don’t let that fool you. Social media is a powerhouse, offering healthcare brands fantastic chances to deepen their connections and build trust with their audience.

How? Well, social media ranked first as the most preferred channel for brands to connect with consumers. And you know what happens when people feel that connection? They stick around and choose you over the competition.

For healthcare providers, leveraging social media means going beyond the surface. It's about creating deep connections, meaningful relationships, and boosting patient engagement and loyalty. Of course, doing this effectively requires a solid strategy and a heavy dose of creativity. But don't stress — we're here to provide some ideas for getting it right. Let's kick things off!

The White Noise Dilemma

There’s no denying that social media is crowded, with a seemingly endless stream of content fighting for people’s attention. As healthcare professionals, how do you make your voice heard amidst the noise?

Creativity will be your sharpest scalpel as you cut through the clutter and capture interest. Social media is a great platform to flex your creative muscles and carve a memorable space in the minds of your audience.

Why does this matter? Well, beyond boosting visibility and awareness, social media can humanize your brand, sparking connections and loyalty. Your patients want to be able to connect with you. A whopping 71% of people cite access — which includes the ability to interact with them over digital, mobile, or social media — as a top factor in selecting a new provider. By being present and infusing personality into your online presence, you create a connection that goes beyond what clinical posts can achieve.

Finding a unique approach is crucial for this. At PH3, we know the importance of standing out. We're not just another agency; we're the only Agency + Brewery in the nation. We apply the same approach for our clients, helping them find their equivalent of ”+ Brewery.” Work with us and we’ll help position you as a one-of-a-kind presence in your field.

4 Creative Ideas for Healthcare Brands to Shine on Social

To truly engage your audience and make a meaningful impact, you need to think outside the box. Here are four ideas to infuse creativity into your healthcare brand’s social media strategy:

1. Inject Personality

Who says healthcare communications have to be clinical? In an industry often labeled as cold and detached, injecting a dose of personality can be a game-changer. After all, people connect with people, not just faceless entities. By showcasing the human side of your organization, you can connect with audiences on a deeper, emotional level.

Take Baylor Scott & White Health, for instance. Their social media presence radiates warmth and relatability with real patient stories, insightful advice from their doctors, and even a beloved series featuring newborns dressed up for different holidays. This approach transforms what might seem like a distant institution into something more approachable and trustworthy, creating a connection with their audience.

To showcase your human side on social, embrace authenticity. Share behind-the-scenes glimpses of your team, highlight patient stories (with consent, of course!), and don't shy away from injecting personality and humor where appropriate.

Remember, behind every healthcare organization are real people with real stories. By bringing your brand to life on social media, you'll not only resonate with your audience but also differentiate yourself in a sea of sterile marketing.

2. Experiment with Different Formats & Platforms

Don't be afraid to try different formats and platforms to reach your audience effectively. From engaging videos to helpful infographics to heartwarming photos, mix it up to see what resonates best with your specific audience.

And don't limit yourself to just one platform. Each social media channel has its own unique vibe, culture, and demographic. Whether it's Instagram for visually appealing posts, LinkedIn for professional insights, or TikTok for a younger demographic, each platform offers distinct opportunities for engagement.

So, how do you ensure your content strategy hits the mark? It’s in the analysis. While performance reports are important, the true magic happens when the data helps your decision-making.

At PH3, we dive deep into what matters, drawing connections and insights that make your efforts work harder and smarter. Plus, we’ll have all these insights seamlessly summed up into one page for your convenience.  In the end, data is the proof of results, and our executive reporting ensures you harness its full potential.

3. Surprise and Delight with Collaborations

When we say think outside the box, we mean it. Collaborating with brands outside of the healthcare industry might just be the unexpected plot twist your strategy needs. Doing so can help breathe new life into your social content, making it more shareable and memorable, while also expanding your reach to an audience you might not have tapped otherwise.

Partner with a local gym for a fitness challenge, team up with a restaurant for a healthy recipe series, or collaborate with a spa for a wellness giveaway. The possibilities for collaborations are endless — and the tactic aligns well with the popularity of sponsorships.

AdventHealth, for instance, recently joined forces with LEGACY MOTOR CLUB™ and the partnership made all kinds of exciting social content possible, from exclusive interviews to up-close looks at major events.

Just remember that the key to successful collaborations lies in finding partners whose values align with yours and whose audience complements yours. All in all, though, don't be afraid to reach out and explore potential partnerships. Who knows? Your next collaboration could be the talk of the town.

4. Put Your Own Spin on Trends

It's easy to scroll through your feed, see what's trending, and think, "Well, that's nice for influencers, but what does it have to do with healthcare?" Potentially, a lot! Whether it's a viral dance challenge or a popular meme, there are often plenty of creative ways to tie it back to your brand and message.

Just look at @webberdental, a dental practice with a solid TikTok following and over 2 million likes. Most of the posts involve the team putting their own spin on viral audios and memes, using them to crack jokes about their office and the experience of going to the dentist.

By putting your own spin on trends, you not only show that your brand is current and relatable but also increase the likelihood of engagement and shares. So, next time you see a trend making waves, don't just watch from the sidelines — dive in, and make it your own!

Your Prescription for Social Media Success in Healthcare

Being a healthcare brand on social doesn’t have to be filled with medical jargon or sterile statistics. Instead, focus on finding unique ways to connect with your audience on a deeper level. Whether it's sharing patient success stories, putting a fun twist on viral trends, or launching out-of-the-box collaborations, let creativity be at the heart of your social strategy.

Feel like your creativity could use a check-up? We’re here to help. Reach out to us today, and let's prescribe a winning formula together for your brand's success.