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Pinterest or Instagram for Pharmaceutical Marketing? Spoiler: It's Both.

Pinterest or Instagram for Pharmaceutical Marketing? Spoiler: It's Both. | Social media & health - Médias sociaux & santé | Scoop.it

Yes, it’s true that you’re a busy pharmaceutical communications exec: Why would you add another online channel to your already-loaded pharma marketing toolkit? Especially since Pinterest and Instagram are basically the same: Both are image-driven social media platforms, using visuals in marketing that encourage sharing and engage your target audience.

 

But that’s where the similarities end. Pinterest and Instagram have distinct purposes and applications, so a better question is: Why would you limit your reach and capabilities by choosing one over the other? Consider the primary function of each…

 

Pinterest: A platform that enables you to curate visual content that you’ve found online and would like to share with your community.

 

Instagram: A platform that enables you to capture visual content that you find engaging and would like to share with your community.

 

So, it’s curate versus capture. But when you dig a little deeper…

 

A Pinterest user focuses on discovery of other user’s content in common areas of interest. The platform is similar to a search engine that can be customized to seek out specific content, how-to’s, inspiration, and products. A user gathers the content by “pinning” it to their visual idea-board in relevant groups. Pinterest incorporates the classic characteristics of social media, so users can share their boards, follow the boards of others, and comment on content.

 

Instagram users seek to share pictures and videos that they’ve captured from their own mobile device – which they can first enhance by incorporating special effects, applying filters, and adding captions. The content isn’t just shared on the platform; rather, a user can transition Instagram visuals over to Facebook and other social networks.

 

Now you can see how the distinction between the two is quite profound. You can also understand that different types of messages and images will resonate with users on Pinterest as compared to Instagram – because they’re active on these platforms for entirely different reasons. You can’t optimize engagement, raise brand awareness, and develop a loyal following without understanding which one to use, for what reasons, and when.

 

When to Use What

 

Linking: When you pin an image on Pinterest, it will include a link to the source of the content on an external site. If that external site is yours, you drive website traffic every time someone clicks on the pin, increase that traffic potential exponentially every time someone re-pins it, and boost SEO.

 

When you post an image on Instagram and share it across other social media channels, they’re directed to that content’s individual link. That person isn’t heading to your website, but to the Instagram-generated link and your profile.

 

Linking Advantage: Pinterest

 

Storytelling: You tell your stories on Pinterest through the stories of others, on the themed boards you create to gather your pins. It’s possible to distribute promotions and hold contests to engage your audience and invite them into your story.

 

Instagram users are seeking a more personalized experience when they engage with brands on the platform. Because you’re posting content that you create yourself, you can establish a more individual connection between your company and the user. Instagram content is consumable through quick captions, images, and video clips – unique content that communicates information about the products you offer.

 

Storytelling Advantage: Instagram

 

Target Audience: Woman account for roughly 85 percent of Pinterest users, a figure that represents that largest gender differential on all social networks. When you consider that women are more likely to seek health information online as compared to men (85 and 75 percent, respectively), SEO becomes a factor – making the advantages of Pinterest clear.

 

Still, Instagram has more active monthly users, at 500 million compared to Pinterest’s 150 million according to 2016 figures. So if it’s breadth you seek with pharma marketing, Instagram may be your best bet.

 

Target Audience Advantage: Too Close to Tell

 

There’s no clear winner between Pinterest and Instagram, but there is a clear point: You want to use one over the other, depending on your goal. The key is understanding the different users of each platform and why they’re hanging out there


Via Plus91, Esposito Christelle, Celine Sportisse, eMedToday
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Quand les géants de l'industrie pharmaceutiques se mettent à concevoir des smarthomes pour les personnes souffrant par exemple d'insuffisance respiratoire

Quand les géants de l'industrie pharmaceutiques se mettent à concevoir des smarthomes pour les personnes souffrant par exemple d'insuffisance respiratoire | Social media & health - Médias sociaux & santé | Scoop.it
Une maison connectée et adaptée à la santé de chacun, est-ce possible ?
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Google Analytics: The A-to-Z Guide for Content Marketers [Infographic]

Google Analytics: The A-to-Z Guide for Content Marketers [Infographic] | Social media & health - Médias sociaux & santé | Scoop.it
Using Google Analytics properly makes you a far more effective digital marketer. This infographic outlines the key ways content marketers can utilize the tool.
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Digital Asset Management: Too valuable for life science organisations to ignore? - Pharmaphorum

Digital Asset Management: Too valuable for life science organisations to ignore? - Pharmaphorum | Social media & health - Médias sociaux & santé | Scoop.it
One of the biggest challenges that global life science organisations have to overcome is managing the creation, re-purposing,
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Le big data révolutionne le marketing digital

Le big data révolutionne le marketing digital | Social media & health - Médias sociaux & santé | Scoop.it
Les directions métiers affichent un intérêt croissant pour les technologies du big data. L’évolution du niveau de connaissance sur ce sujet est d’ailleurs particulièrement marquée auprès des décideurs rattachés aux directions informatiques et marketing. En effet, 39% des décideurs interrogés issus de ces directions indiquent disposer d’une parfaite connaissanc
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Digital Excellence In The Global Pharmaceutical Industry In 2016: Organizational Readiness

Digital Excellence In The Global Pharmaceutical Industry In 2016: Organizational Readiness | Social media & health - Médias sociaux & santé | Scoop.it
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[Vidéo] Données personnelles, institutions européennes et big data : les défis du contrôleur européen

[Vidéo] Données personnelles, institutions européennes et big data : les défis du contrôleur européen | Social media & health - Médias sociaux & santé | Scoop.it
Giovanni Buttarelli est contrôleur européen de la protection des données depuis décembre 2014. Son rôle : garantir que les institutions et organes de l'UE respectent le droit à la vie privée et à la protection des données à caractère personnel et aider au renforcement de ces droits pa
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La CNIL : son rôle, sa compétence et l’avenir de la protection des données personnelles - Blog du Modérateur

La CNIL : son rôle, sa compétence et l’avenir de la protection des données personnelles - Blog du Modérateur | Social media & health - Médias sociaux & santé | Scoop.it
À la veille de la présentation du Cahier Innovation et Prospectives de la CNIL sur le Partage (plus d'infos en fin d'article), nous avons eu le plaisir de
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YouTube : le live streaming mobile débarque enfin, Facebook Live et Periscope en ligne de mire - Blog du Modérateur

YouTube : le live streaming mobile débarque enfin, Facebook Live et Periscope en ligne de mire - Blog du Modérateur | Social media & health - Médias sociaux & santé | Scoop.it
Le live streaming est décidément la tendance de ces derniers mois. Meerkat semblait promis à un bel avenir ; c'était sans compter sur Periscope, rapidement
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#Infographie de @frenchweb : le DMP au service du marketing

#Infographie de @frenchweb : le DMP au service du marketing | Social media & health - Médias sociaux & santé | Scoop.it
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Instagram Hits 500 Million Users, 300 Million Daily Actives

Instagram Hits 500 Million Users, 300 Million Daily Actives | Social media & health - Médias sociaux & santé | Scoop.it
Instagram has today announced that it's now reaching half a billion daily active users, with 300 million people using the app daily.
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The Anatomy of a Search-Friendly URL [Infographic]

The Anatomy of a Search-Friendly URL [Infographic] | Social media & health - Médias sociaux & santé | Scoop.it
Learn how to create URLs that Google (and humans) will love.

Via Russ Merz, Ph.D., massimo facchinetti
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Russ Merz, Ph.D.'s curator insight, June 20, 2016 3:18 PM
How search friendly is your URL? See this article for some assessment criteria you can use.
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Twitter fournira des statistiques détaillées sur la publicité vidéo

Twitter fournira des statistiques détaillées sur la publicité vidéo | Social media & health - Médias sociaux & santé | Scoop.it
Twitter annonce qu’il est désormais en mesure de fournir des statistiques détaillées sur les performances des publicités vidéos.

Via Arobasenet, BOUTELOUP Jean-Paul
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The State of Health Technology [Infographic]

The State of Health Technology [Infographic] | Social media & health - Médias sociaux & santé | Scoop.it
Technology has infiltrated just about every aspect of our day to day lives, but it is perhaps most important and most useful when it comes to tracking and
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Laurent FLOURET's curator insight, July 28, 2016 12:15 PM

Navigating the future of Healthcare.

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If Internet Ads Were Salesmen

You've got high standards and we've got the high quality goods to match. See more http://www.collegehumor.com LIKE us on
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SEO 101: Building An SEO Strategy (Part 1 Of 5)

SEO 101: Building An SEO Strategy (Part 1 Of 5) | Social media & health - Médias sociaux & santé | Scoop.it

'There are many of you who have never heard of search engine optimization (SEO), and many of you who have that don’t have an accurate conception of what it entails or how it works. 


Accordingly, I’ve decided to create a 5-part series that introduces the strategy, and walks you through the best practices for building and managing a long-term campaign.  


In part 1 of a 5-part series on SEO basics, we'll introduce SEO, and walk you through best practices for starting a campaign'.


Read More: http://www.forbes.com/sites/jaysondemers/2016/07/18/seo-101-building-an-seo-strategy-part-1-of-5/#2b2cdf6775d0


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Le secteur bancaire - Brandwatch

Le secteur bancaire - Brandwatch | Social media & health - Médias sociaux & santé | Scoop.it
-Quelles sont les banques françaises les plus performantes sur le web social
-Les pratiques social media des grandes banques françaises
-Une analyse de l'audience et des conversations en ligne autours des banques en France
Thierry Le Magny's insight:
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Watson d'IBM va profondément redéfinir le secteur de la Santé

Watson d'IBM va profondément redéfinir le secteur de la Santé | Social media & health - Médias sociaux & santé | Scoop.it
L’arrivée de "Watson", l’intelligence artificielle de la société IBM, dans le secteur de la santé, est en passe de redéfinir profondément les rôles des principaux acteurs du secteur.
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Digital Health Tech Vision 2016 | Klick Health

Digital Health Tech Vision 2016 | Klick Health | Social media & health - Médias sociaux & santé | Scoop.it
A new report from Accenture looks at digital transformation in healthcare and breaks it down into five mai
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Create a Data-Driven Content Strategy in 1 Day [INFOGRAPHIC]

Create a Data-Driven Content Strategy in 1 Day [INFOGRAPHIC] | Social media & health - Médias sociaux & santé | Scoop.it
Our friends at JBH Agency have designed a beautiful step-by-step infographic showing you exactly how to build out a comprehensive data-driven content strategy: all you need is 24 hours, a few free tools and one clever human.

Via malek, massimo facchinetti
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malek's curator insight, June 29, 2016 10:24 AM

By developing a data-driven content strategy, you are ensuring the content you’re producing is relevant to your current readers as well as your prospects

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MIT's answer to global health issues: Democratizing big data analytics

MIT's answer to global health issues: Democratizing big data analytics | Social media & health - Médias sociaux & santé | Scoop.it
If you think it's hard to keep up with all the new software and hardware innovations, imagine doctors trying to stay abreast of medical advances."While wonderful new medical discoveries and innovations are in the news every day, doctors struggle with using information and techniques available right now," writes Leo Anthony Celi, assistant professor of medicine, Harvard Medical School, in the Conversation commentary Improving patient care by bridging the divide between doctors and data scientists. "As a practicing doctor, I deal with uncertainties and unanswered clinical questions all the time."
Via Alex Butler
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59% Of Content Shared On Twitter Will Never Be Clicked - Search Engine Journal

59% Of Content Shared On Twitter Will Never Be Clicked - Search Engine Journal | Social media & health - Médias sociaux & santé | Scoop.it
Your content might go viral, but it also might never get read. Turns out a majority of the links shared on Twitter will never get clicked on.
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Introducing the 2016 State of Social Marketing Report | Simply Measured

Introducing the 2016 State of Social Marketing Report | Simply Measured | Social media & health - Médias sociaux & santé | Scoop.it
I'm excited to share with you our 2016 State of Social Marketing Report. This report incorporates a survey of social marketers, industry reports, and original
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Refining the Role of Social Media in Modern Healthcare

Refining the Role of Social Media in Modern Healthcare | Social media & health - Médias sociaux & santé | Scoop.it

Within the last 10 years, social media has grown deep roots and become an almost inescapable factor in our day-to-day lives. But it's developed in a much different way within the healthcare industry.

Many people argue that social media hasn’t kept up within the healthcare industry because it's massive and structurally resistant to change, but the truth is that healthcare is a sensitive issue and it's not only unwise but also impractical to try to implement social media in the same fashion as other industries. As such, healthcare social media must be strategically planned, but when done right, the benefits can be just as significant as they are in other areas.

Social Media Trends

The fact that healthcare providers have gotten along just fine for decades before without relying on the internet leads many people to believe that social media isn't essential in this sector. While this may be true (for the time being), these kinds of views tend to underplay the potential benefits that social media can provide to patients. Social media could be the exact tool that's necessary to reduce costs and make modern healthcare a much more efficient system.

An unfortunate reality is that health issues, and the personal information surrounding them, can be extremely sensitive, which complicates the transition to online media. The central issues that organizations in the healthcare industry face deal with the management of personal health information (PHI). In the U.S., the Health Insurance Portability and Accountability Act (HIPAA) has become a major influence in the way that organizations approach their social media campaigns.

Current campaigns have been successful by focusing on compliance with HIPAA and connecting with the public in an unobtrusive way. Many campaigns - like the viral ALS ice bucket challenge - have been designed to simply educate or inform the public by raising awareness. On the surface, these kinds of campaigns foster a fun and casual attitude to an otherwise serious issue, but underneath they produce a much more complex reaction.

Ultimately, strong social media campaigns change the way people view their health and the way that they approach the healthcare system. Successful organizations are framing social media as a tool to help people become more proactive in pursuing positive health outcomes. The ultimate goal is to give people initiative and help them feel more connected through media by building social health networks.

Organizations Making the Best Impressions

Some of the most successful social healthcare organizations have built a foundation around networking, bringing genuine positivity to patients dealing with issues which have historically been treated in a cold and calculating way.

Here are some of the leaders in the healthcare industry who have each created an appealing online presence via social platforms:

Mayo Clinic

This healthcare company, based in Rochester, Minnesota, is widely regarded as one of the most powerful online medical resources in the world. It employs thousands of people from around the world and spends millions of dollars every year conducting medical research.

It's no surprise that Mayo Clinic’s social media presence is a model for emulation throughout the industry.

United Healthcare

Run by the United Health Group, the company won multiple awards for its #WeDareYou social media campaign. The success of the campaign was largely based on encouraging people to make small changes every month to improve health and sharing online.

 
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Banner Health

Banner Health has built a resonant presence online through the use of high-quality infographics which condense large amounts of medical information down to a visually appealing and easy to understand design. Their infographics are also extremely easy to share via social media and make medical information much more accessible.

Social media is only as useful as users want it to be. In other words, social media is a tool with endless possibilities that can benefit healthcare. These trends also resonate with free market principle while also inviting individuals to become more proactive in dealing with sensitive health issues. More importantly, healthcare organizations can benefit from implementing a strong social media presence because they are fundamentally connecting people at the roots and developing healthy relationships.


Via Plus91, Lionel Reichardt / le Pharmageek
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