Healthcare is a boring and scary field to outsiders. After all, no one visits hospitals when they are healthy. And we don't see many of those hospitals on social media either.
There are always exceptions though. The Cleveland Clinic is one.
In this interview with Amanda Todorovich, Manager of Digital Engagement, you will learn why the clinic has made a huge splash on social networks like Facebook and Twitter.
There are quotes in every paragraph. So, I will just share my favorite one below:
"We are trying to put content in front of people at the right time. So when we post in the morning, we post about breakfast foods or how to get the most out of your morning workout. At midnight, we post about sleep apnea, insomnia or midnight snacks. It’s not just relevant—it’s extremely relevant."
I love this quote because it sums up exactly what a lot of brands keep missing. The Cleveland Clinic marketing team has obviously taken the time to observe its audience, test, measure, and engage.
They also re-purpose content, and always redirect traffic to the clinic's blog, which features expert tips from healthcare specialists.
"We think about content from our patients’ and from consumers’ perspective."
A must-read to learn the basics of a winning content marketing strategy in every industry.