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
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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.
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Via Alex Butler
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:
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.
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 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.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.