NorthPoint Domain

Harness the Power of Social Media

Social tools offer an opportunity for healthcare organizations to reach referrers, consumers, and patients

Social networking has transformed the way we connect, communicate, and do business. Facebook and other social networking sites are rapidly becoming “The New Internet.” Used effectively, social media can enable healthcare organizations to promote their organization and strengthen their brand; provide trustworthy information; and develop and deepen relationships with patients and their friends and families. Increasingly, healthcare organizations are participating in the new social market. Social media may be your most powerful and cost-effective outreach tool—and here's why:

It’s Where the People Are:

  • Facebook has more than 500 million users with 50 percent of them logging in each day. If Facebook were a nation, it would be the world’s third largest.
  • The fastest growing segment on Facebook is 55- to 65-year-old women, a coveted audience for healthcare specialists.
  • YouTube has become the second largest search engine in the world. The site's daily traffic now exceeds more than 2 billion views a day—that’s nearly double the prime-time audience of all major US TV networks combined.

It’s Effective and Cost-Effective:

  • Using social media allows you to proactively push information to your audience, instead of waiting for them to come to your website.
  • Posts via social media outlets reach your audience instantly. Is your organization promoting a fundraiser? Tweeting the event details or posting it to your organization’s Facebook page puts the information in front of your audience immediately—and without any of the costs associated with traditional mailing.
  • Developing a page and network on many social media services—Facebook, YouTube, and Twitter, for example—is free.
  • Advertising costs are often lower, and you are in control of your marketing campaigns—design, delivery, and changes based on market intelligence and analysis are in your hands.

Organizations with a clear plan to manage their social media interactions are more likely to be successful. It is important that you create an across-the-board approach—ensuring that your website is consistent with your presence in social media and that both approaches support each other. For example, use cross-linking that will boost traffic to your site. Your approach should include implementing the right security and privacy controls, an engaging content strategy, brand consistency, clear protocols for maintenance, and a plan to grow and leverage your network.

NorthPoint Domain can help you develop a responsible and effective social media strategy that is aligned to your organization’s particular needs. NorthPoint Domain can help you integrate social media with your website, ensuring the continuity of your brand and messaging. For more information, contact your Member Services Advisor at (800) 603-1420.

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