10 Social Media Challenges Healthcare Communicators Face: Part 1 - Tackling Low Engagement
Strategies to Increase Social Media Engagement in Healthcare
This is the first in a 10-part series exploring the key challenges healthcare communicators face on social media and offering practical solutions to overcome them.
In my work as a healthcare marketing consultant, one of the most common challenges I encounter is low engagement on social media platforms. This can manifest in several ways:
Sparse interaction: Few likes, comments, and shares despite reaching a considerable audience.
Limited click-throughs: Users may view your content but fail to click on links to your website or other relevant resources.
Slow audience growth: Difficulty in attracting new followers and expanding your online community.
Key Factors Contributing to Low Engagement
Unengaging Content
Lack of Value: Content that fails to provide valuable insights, entertain, or resonate with the specific needs and interests of your target audience.
Poor Quality: Low-quality images, videos, or text can be off-putting and deter engagement.
Lack of Visual Appeal: Social media is a visual platform. If your content isn't visually appealing, it's less likely to capture attention.
Inconsistent Posting
Irregular Schedule: An erratic posting schedule can confuse your audience and diminish their likelihood of encountering and engaging with your content.
Lack of Interaction
Ignoring User Feedback: Failing to respond to comments, messages, and mentions can create a sense of neglect and discourage further engagement.
Algorithm Changes
Reduced Organic Reach: Constantly evolving social media algorithms can significantly diminish your organic reach, making it increasingly challenging to connect with your target audience without paid advertising.
Targeting the Wrong Audience
Mismatched Demographics: If your content isn't targeted to the right audience, it's less likely to resonate and generate engagement.
Limited Audience Research: Insufficient audience research can lead to ineffective targeting and low engagement.
Lack of a Clear Call to Action
No Direction for Users: If your posts don't clearly tell users what you want them to do (e.g., like, comment, share, visit your website), they may not know how to engage.
Using the Wrong Platforms
Mismatched Platform and Audience: If you're not using the right platforms for your target audience, you're less likely to reach and engage with them.
Now let’s explore actionable solutions to address these challenges and effectively boost engagement on your social media channels.
Solutions
1. Create Compelling Content That Resonates
Prioritize Value: Focus on creating content that genuinely addresses the needs of your target audience. Share valuable information and offer practical tips that aligns with their healthcare journey.
Visual Storytelling: Use high-quality images, videos, and graphics to enhance the visual appeal of your content. Consider incorporating storytelling elements to connect with your audience on an emotional level.
Content Diversity: Experiment with a variety of content formats to keep your audience engaged. This could include:
Infographics: Present complex health information in a visually appealing and easily digestible format.
Short, engaging videos: Share patient testimonials, doctor Q&As, or behind-the-scenes glimpses of your practice.
Live Q&A sessions: Host live sessions to interact with your audience in real-time and address their health concerns.
Interactive polls and quizzes: Encourage audience participation and gather valuable insights.
User-generated content: Repost or feature content created by your patients (with their consent) to showcase their experiences and build a sense of community.
2. Optimize Your Posting Strategy for Maximum Reach
Consistency is Key: Establish and maintain a consistent posting schedule to keep your audience engaged and anticipating your updates.
Peak Performance: Identify the optimal times when your target audience is most active on social media and schedule your posts accordingly to maximize visibility.
Content Calendar: Use a content calendar to plan and schedule your posts in advance. This ensures a consistent flow of content, allows for timely adjustments, and helps you maintain a strategic approach.
3. Foster Two-Way Communication
Engage in Meaningful Conversations: Respond promptly and thoughtfully to comments, messages, and mentions. Show that you value your audience's input and are actively listening to their concerns.
Ask Engaging Questions: Encourage interaction by asking questions that stimulate discussion and invite your audience to share their thoughts and experiences.
4. Leverage the Power of Hashtags Strategically
Relevant and Targeted Hashtags: Use a mix of relevant hashtags to increase the discoverability of your posts and reach a wider audience.
Niche Hashtags: Employ niche hashtags to target specific demographics, interests, and patient groups within your target audience.
Hashtag Research and Optimization: Conduct ongoing research to identify new and relevant hashtags and regularly update your hashtag strategy to stay ahead of the curve.
5. Continuously Analyze and Refine
Track Key Performance Indicators (KPIs): Monitor key metrics such as engagement rates (likes, comments, shares), reach, website clicks, and conversion rates to track the performance of your social media efforts.
Data-Driven Decision Making: Analyze your data to identify which types of content and strategies are most effective in driving engagement and achieving your marketing objectives.
Continuous Improvement: Based on your data analysis, make necessary adjustments to your content strategy, posting schedule, and overall approach to optimize your social media presence and maximize your return on investment.
Stay tuned for Part 2: Maintaining a Consistent Brand Voice.
In the next part of this series, we’ll discuss the importance of establishing and maintaining a consistent brand voice across all social media platforms and explore practical solutions to ensure your message remains clear, cohesive, and impactful.
Hi Marie! You are exactly right, it's very hard for healthcare professionals to consistently drive engagement via social media. Love your suggestion to focus on visual storytelling! Storytelling in general is a good idea regardless of the medium, and adding visual appeal is always a good idea. Well done!