The Digital Divide: Social Media in Healthcare

Dear House Rules,

Dear Stuck,

As you are well aware, pharmaceutical and medical device companies are finally dipping their toes in the social media world, targeting both healthcare professional and consumer audiences. Relevant customer-focused content is a key ingredient in an effective multichannel branding effort. To take advantage of this emerging channel, we suggest you set up your social media pages in a customer-centric manner. Our first rule of social media marketing is to make your healthcare brand relevant to a specific audience, whether HCP or Patient. The sharper the focus, the more effective the communication.

5 Tips to Engage Your Healthcare Audience with Social Media

  1. Leverage digital initiatives to test the approach using analytics.
  2. Reach out to physicians on social media with accessible support to advance their practice.
  3. Share relevant industry information as it relates to your product or services.
  4. Calculate hard and soft metrics to evaluate impact of digital channels for ROI and ROE.
  5. Source digital savvy resources internally and externally manage your social brand campaigns.

Once you have enough social data to study the related audience response to your posts and other outreach, a perfect mix of digital and traditional marketing can be optimized. Be sure to format your content in a mobile friendly format as many healthcare professionals are now using handheld devices to keep pace with the deluge of information coming over the internet. For expert assessment of your brand’s digital strategy, work with a firm that has case studies and proven metrics in the desired channel.

About Xavier Creative House

Founded in 2013, Xavier Creative House (XCH) is an award-winning healthcare creative agency specializing in pharmaceutical, biotech, and medical device. XCH’s global team of brand builders and healthcare marketers, tech-savvy go-getters, and innovative dream-vetters are passionate about the big idea that changes behavior in the healthcare marketplace. They believe life is about connections and that healthcare is about life. That is why XCH delivers bold and evocative creative solutions, amplified by meaningful technology, to energize brands and authentically connect with patients and HCPs.

Where Healthcare Brands Live®

For more information, contact

Sunny White
Founder & CEO of Xavier Creative House