These days patients, like the rest of society, want timely information. Social media can help communicate time-sensitive info about services, test results, and links to helpful information about a condition or treatment.
Instead of booking an appointment, calling a practitioner’s office, or searching online without guidance, social media has become a valuable tool in healthcare. Therefore, It’s part of a healthcare marketing strategy that should not be overlooked or underestimated.
For example, social media is a rapid-fire way for patients to get information – according to Pew Research Center, about 72% of internet users go online for healthcare information, often on social channels.
How Social Media is Changing Healthcare Marketing
When Healthcare Companies Participate on Social Channels:
There are many positive effects of healthcare companies using social media as their overall healthcare marketing strategy. For example:
- Patients are better informed and more likely to be active participants in their own health decisions
- More education, information, and health resources are shared
- The industry is more transparent about treatment outcomes, cost, and value
- It builds patient trust
- It connects healthcare practitioners to consumers, no matter the distance
Though there are some compliance regulations healthcare marketers and providers must follow when using social media, these channels can help connect patients and providers with the industry professionals they need.
Avoiding Self-Serving Social Media in Healthcare
- The practice manager posting an update on clinic hours
- Videos of doctors sharing information about flu vaccinations
- A reel with facts about mental illness
HIPAA Compliance in Social Media for Healthcare
- You need expressed consent to share posts and ads that feature PHI.
- Use stock photography to ensure your team members aren’t accidentally posting practice photos that share PHI.
- Build a media strategy document that the entire team can access. Outline specific dos and don’ts for posting.
- Host team training sessions to keep everybody well-versed on HIPAA compliance (try to make it fun and engaging!).
- Set up controls to flag any keywords or phrases that might indicate a HIPAA compliance breach before posting.
Ready to Set Up Your Social Accounts?
HIPAA compliance sounds complicated, but it doesn’t have to be. You just need to know the rules about what you can and can’t post on your social channels. This is LD can help you build a social and healthcare marketing strategy. Book a coffee to see how we can help you reach your goals today.