Social media use in the US has grown significantly over the past 15 years, reaching over 70% of the population. Younger age groups have much higher usage rates. Social media marketing allows healthcare providers to reach wider audiences more cost effectively than traditional marketing. It also enables better tracking of engagement metrics. Effective social media strategies for healthcare providers include awareness campaigns, talent recruitment, and public education to combat misinformation. Examples provided were a breast cancer screening campaign and a mental health awareness initiative on Instagram. Social media can help lower costs and improve business performance, hiring, and health outcomes for healthcare organizations.

1. Social Media for Healthcare
Providers
Rafael Soto Jr.

2. Use of social media in the United States
5%
11%
26%
42%
46%
50%
54%
63% 62%
65%
69% 69%
72% 72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2007 2009 2011 2013 2015 2017 2019 2021

3. Social media use by age group
84%
81%
73%
45%
79%
61%
38%
14%
6%
33%
92%
221%
0% 50% 100% 150% 200% 250% 300%
18-29
30-49
50-64
65+
Age
group
Social Media Usage by age group
2021 2011 % change

4. Social media marketing vs. traditional marketing
• Social media marketing can reach a wider audience.
• Social media marketing is capable of reaching more people through various channels.
• Traditional marketing is limited to geographical area.
• Social media marketing is more cost-effective.
• It is a great option for businesses with limited budgets.
• Social media marketing targets specific customers.
• SM allows you to show ads to the people who are related to and take interest in your
business.
• Traditional marketing targets a broad audience, so there will be many people who
are not related to your business.
• Social media marketing is a better measuring tool.
• You can measure the number of clicks, impressions, conversions, and other metrics
that help track improvements.
• Traditional marketing lacks this level of real-time tracking and feedback.

5. Social media strategies for
health care providers

6. Social Media Awareness Campaigns
• Health care providers are responsible for providing timely and factual
information for their patients.
• Healthcare and social media go hand-in-hand when it comes to
raising awareness about public health topics.
• Health care providers can utilize social media channel to provide:
• Recommendations for those experiencing symptoms or side effects.
• Self-help and external resources to navigate a diagnosis.
• Links to new studies and treatment options.

7. Social Media Talent recruitment Campaigns
• Since the beginning of the COVID-19 epidemic, many doctors, nurses and supporting staff have
left the profession.
• As providers continue to grapple with staffing shortages, attracting talent has become one of
most important applications of social media for healthcare organizations.
• Social networks provide a platform to shape and strengthen your employer brand.
• Sharing updates on awards and behind-the-scenes content can get candidates excited about
working with your organization, expanding your talent pool and expediting the hiring process.

8. Public Education Campaigns
• Healthcare misinformation on social media is very
common and can lead to poor health outcomes.
• During the COVID-19 pandemic, misinformation contributed to the use of unproven
treatments, nonadherence to mitigation measures, and high levels of vaccine hesitancy.
• Older Americans are more at risk of being victims of healthcare misinformation.
• Whether it's blog posts, videos or general health tips, health care providers can provide the
public with key information that leads to improved decision making.
• Public education through social media includes:
• Educate the public about common sense health practices
• Keep the public informed about current health issue.
• Answer common health care questions.

9. Examples of Social
media marketing from
health care providers

10. #YES MAMM
• Breast cancer is the most common cancer in women in the United States.
• About 1 in 3 women is diagnosed with breast cancer each year, and about 43,700 women die from breast cancer each
year.
• Carilion Clinic implemented a breast cancer awareness campaign called “YES MAMM.”
• Screening for breast cancer was very low in Western Virginia.
• October in October 2014 by Carilion Clinic.
• The campaign was aimed at raising awareness about breast cancer and the need for early
detection.
• YES MANN campaign components
• User-generated content
• Short videos, testimonials, etc.
• Facebook, Twitter and Instagram.
• The aim of the campaign was to direct traffic to organization’s website where women can:
• Learn more about breast cancer.
• Schedule appointments at a nearby clinic.

11. #HereForYou
• It is estimated that approximately 1 in 5 adults in the U.S. experience mental illness each year.
• One of the most effective ways to address mental health is through mental health awareness.
• #HEREFORYOU Campaign
• Launched by Instagram in 2017.
• The campaign encourages users to share their stories about their struggles with mental
health.
• Testimonials videos of people talking about their experiences with mental health..
• Provides easy access to resources of support for people who are suffering from mental
health.
• Influencers
• Ex. To help others dealing with similar issues, Instagram teamed up with “Pretty Little
Liars" star Troian Bellisario, who has spoken out in the past about her own struggles with
eating disorders.

12. Conclusion
• Healthcare is often slow in adopting new technology.
• However, many healthcare organizations have embraced social media.
• Social media marketing helps health care providers improve business
performance by lowering marketing costs.
• Social media is an effective tool that can help health care providers:
• Improve business performance by lowering marketing costs.
• Improve employee acquisition and retention by delivering engaging content
through various social media platforms.
• Improve health outcomes by combating misinformation.