When you think of social media, Facebook might be the first thing to come to mind. For many years, Facebook has been one of the largest social platforms. It is therefore not surprising that many organisations use Facebook to reach their target groups. However, when you are trying to reach a professional target group (like healthcare professionals), it is best to ignore Facebook. Apart from over-the-top marketing videos from brands like Red Bull or Nike, Facebook users are not very interested in content from corporate organisations. Professional target groups are more active on LinkedIn and Twitter. Additionally, Instagram is the channel to reach young professionals. This blog briefly explains how to make use of these channels.
Like LinkedIn, Twitter is a powerful social media channel to reach healthcare professionals. The fact that HCPs are well-represented on both channels might be the only similarity between Twitter and LinkedIn. Whereas comprehensive content is very common on LinkedIn, Twitter is characterised as a short, concise and fast channel. A tweet often exists only out of 280 characters and an image, GIF or short video.
What distinguishes Twitter from other channels is its real-time character. When something happens in the world, people often check Twitter first, before checking other media. Twitter is the obvious channel for companies to respond live to events or significant days. It is also possible to report live from your own event.
Twitter is widely used to get in touch with users. It is important to respond quickly to questions and comments from followers. Indicate that, as a brand, you are open to interaction via Twitter, so that the target group knows your organisation can be reached via Twitter and provides quick answers to questions. An additional advantage of Twitter is that you can easily search for trending topics and see what is going on among your target group. This can be very valuable in creating relevant content.
Instagram is growing fast, and it has currently more than 5.6 million users in the Netherlands. Once it was a platform for the young, but people in their thirties, forties, fifties and beyond have discovered the channel as well. Instagram is the ideal social media channel to share visual content and thus creating an atmosphere that suits a brand or organisation. For Life Sciences & Health companies, Instagram may not be the right platform to reach HCP’s. Still, it can be a valuable corporate communication channel; for example, in finding young talent that is very active on Instagram. By means of carousel posts, stories or videos, organisations position themselves as attractive employers.