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Can I change my mind about docs on social media?

Can I change my mind about docs on social media? | Digital Pharma |
Originally posted on The Ethical Nag: As regular readers already know, I’ve told some embarrassingly cringe-worthy tales about how some health care professionals are using social media (here, here and here, for example). …...
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LinkedIn como canal de marketing en el sector farmacéutico

LinkedIn como canal de marketing en el sector farmacéutico | Digital Pharma |
Linkedin es la combinación perfecta entre marketing de contenidos y segmentación. Dos grandes ventajas para las empresas que quieran anunciarse en esta red
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IoT market predictions and trends for 2018

IoT market predictions and trends for 2018 | Digital Pharma |
Over the past couple of years, Internet of Things (IoT) was among the most hyped terms in IT industry. Connected machines grew from 15.41 billion in 2015
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The future for pharma marketing is personal - Pharmaphorum

The future for pharma marketing is personal - Pharmaphorum | Digital Pharma |
Consumer experience is killing traditional pharma marketing
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Así aprenden Coca-Cola, Netflix y Amazon del fracaso

Así aprenden Coca-Cola, Netflix y Amazon del fracaso | Digital Pharma |
"el dolor de la pérdida es el doble que el placer de ganar"
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Innovations in heart tech: 5 things standing between now and better medical technology

Innovations in heart tech: 5 things standing between now and better medical technology | Digital Pharma |
From pocket-sized electrocardiograms to watches that measure blood glucose levels, the field of medical technology is rapidly evolving. But these innovations, though oftentimes successful, aren’t necessarily living up to what scientists want them to be, according to presenters at the American Heart Association’s Scientific Sessions 2017.A group of doctors who deal with technology and innovation in the medical landscape spoke to both the strengths and weaknesses of device development in a field that’s more demanding of its researchers and engineers than ever before, expanding on ways we can eliminate current barriers and advance medical technologies to better serve patient—and provider—populations.
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Custom Audiences: Pharma’s Social Saviour? 

Custom Audiences: Pharma’s Social Saviour?  | Digital Pharma |
Custom Audiences: Pharma’s Social Saviour?

We know the pharma industry can present robust compliancy challenges for marketers attempting to reach audiences online. Fortunately, in their efforts to monetise themselves through their ‘custom audience’ features, the social networks have given the industry a useful means of addressing this. This post explores how these custom audience features have developed, what they include and best practice advice for pharmaceutical marketers.

Facebook’s Custom AudiencesBurden of Proof: Social Media Marketing and Return on Investment (ROI)

In the late noughties, Facebook and the other major social networks were aware they needed to show advertisers clearer ROI in order to demonstrate their worth as a serious alternative to established media. As the new kid on the block, there was arguably greater scrutiny and ‘burden of proof’ to demonstrate this than with traditional channels.

To address the challenge, Facebook launched ‘Custom Audiences’ in 2012. Twitter followed suit with ‘Tailored Audiences’ (in 2013) and LinkedIn with ‘Matched Audiences’ (2017). Each of these effectively offers the same thing.

Custom Audiences 101

The theory behind Custom/Tailored/Matched Audiences is very simple – enable organisations to target social network publishing to customer specific segments. This is done by matching the profile an organisation holds about a customer with that customer’s social media profile(s) using data points, such as email address or mobile phone number.

The organisation can dice and slice its customer base as it wants (e.g. by specialty, seniority) and share great content – relevant, timely, actionable – to them.

Clearly this raises a number of data protection points, which the social networks had to address. These include processes to stop the social networks from actually seeing which customers are being targeted and requiring a minimum size of audience to target.

Significantly, these products have helped social networks move from being ‘just another channel for reaching people’ to a starting point for sophisticated customer relationship management.

Pharma Industry Compliance

Clause 9.9 of the 2016 Association of the British Pharmaceutical Industry (ABPI) Code states, ‘The telephone, text messages, email, telemessages, facsimile, automated calling systems and other electronic data communications must not be used for promotional purposes, except with the prior permission of the recipient.’

Consequently, you will need the explicit consent of your target audience to serve them content using Custom Audiences (regardless of industry this is the right approach to take). Ultimately this means if you’ve established a diligent process for using Custom Audiences, you’ll have pharma compliance-proofed it. Handy.

The way in which you actually capture those permissions has been discussed in our content marketing article, and we’ll discuss it again in future posts. But in terms of persuading people that it’s worth their while to opt-in… well, a promise of contextual, timely and useful content is a good place to start! 

These Custom Audience products have evolved significantly over time, becoming much more straightforward to use than when they first launched. However, regardless of how simple they are to use, unless you have some interesting customer data upon which to create an audience segment, you’ll be limited to what you can do.

Let’s assume you’ve collated a list of healthcare professionals (HCPs) who’ve all opted in. Now, what else do you know about this group that you can use to segment and serve up different content? This presents an interesting question for the point of data collection. What additional information will you ask for? What’s the minimum viable amount while still having enough to make meaningful segmentation? Like most things, it’s important to have some clear objectives before you begin.

Telling a Better Story

None of this is to say that using targeted audiences is all plain sailing. The matching process will never be close to 100%. In fact, depending on how much information you’ve collated about your audience, it might be significantly less. To be clear, that doesn’t mean you might reach the wrong people, just that you won’t reach all of the people that you’d like to.

What I really like about using targeted audiences is the ability to tell each audience a better story. By building a picture of both who they are and what they do (i.e. the content they respond to and engage with most) you can get smart with what you tell them next, hopefully building a stronger relationship. We’ll also talk more about website retargeting in future posts.

Which Networks to Use?

Now that this audience targeting feature is available across Facebook, Twitter and LinkedIn, pharmaceutical marketers have many options. In targeting HCPs, Twitter and LinkedIn are pharma’s preferred networks; however, given the scale and ubiquity of Facebook it shouldn’t be ruled out. Of course, every sub-section of an industry and every audience is different, so a test-and-optimise approach is advised. Start small; identify what works and what doesn’t; do less of what doesn’t and more of what does.

LinkedIn’s Matched Audiences ServiceA Final Thought on Diluting Brand Value

Much of this post has been about the benefit of reaching target audiences, in the channels they’re using, with contextually relevant and valuable content. Content that addresses the needs of the audience first and supports business/brand goals second.

This is important, because when I see companies, or brands publishing irrelevant, unhelpful, self-serving content, they’re in danger of brand dilution. By this I mean, each piece of poorly targeted/frequently repeated/boring content erodes audience interest/trust/consideration for that brand (even if just a tiny amount).

Respect your audience’s time, inbox and feeds. Offer them great content that’s relevant, timely and actionable. Put their needs first. That’s how you build relationships, earn their trust, and enhance your brand value.

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Guiar a un corredor ciego en el maratón de Nueva York es solo el comienzo de este GPS Tech

Guiar a un corredor ciego en el maratón de Nueva York es solo el comienzo de este GPS Tech | Digital Pharma |
Wayband , el brazalete de navegación con el que correrá Wheatcroft, es el primer producto de la compañía y está diseñado para ciegos y deficientes visuales. El dispositivo puede comunicar direcciones sin ninguna señal visual o de audio, que es la forma en que funcionan las herramientas de navegación convencionales.

Via Ignacio Fernández Alberti
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Wearable Tech Emerging For Chronic Pain Relief

Wearable Tech Emerging For Chronic Pain Relief | Digital Pharma |
Some think that wearables are a pain, like Alan Tyers who wrote "why I hate wearable technology" for The Telegraph. But how about wearables that can actually relieve pain?
Via Alex Butler, Mariano Fernandez S.
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El difícil camino hacia el Beyond the Pill

El difícil camino hacia el Beyond the Pill | Digital Pharma |
Las soluciones Beyond the Pill son el futuro de la industria pharma, pero existen barreras que deberá salvar en este nuevo ecosistema de salud
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Roomba's Next Big Step Is Selling Maps of Your Home to the Highest Bidder

Pere Florensas insight:
Big data or Big Brother? 
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Digital Therapeutics: The Future of Health Care Will Be App-Based

Digital Therapeutics: The Future of Health Care Will Be App-Based | Digital Pharma |
One of the hottest new sectors of the app economy is Digital Therapeutics, a new category of apps that help treat diseases by modifying patient behavior and providing remote monitoring to improve long-term health outcomes
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Could facebook ads work for pharma?

Could facebook ads work for pharma? | Digital Pharma |

Facebook is applying a full court press to lure pharma ad dollars, but in order for pharma to leverage facebook ads they need to stop thinking like marketers and start thinking like patients.

Facebook remains the dominant social media site for millions of people and should not be overlooked as a digital channel for pharma online dollars. However, before you give the green light to your agency you need to understand how and why people are using facebook so much.

Facebook has essentially become an animated and updated news feed for users. Gone, for the most part, are the days of people posting pictures of their families and “checking in”.  Facebook is a great way to stay on top of the news that interests YOU without having to go to a lot of different websites.  So are there opportunities for pharma? You bet.  Here is what pharma needs to do to leverage facebook…

1ne: Don’t advertise; talk about problems/issues your audience faces.  Have a new diabetes product?  Don’t show a picture with a headline, rather talk about how your product can provide better control of A1C over the day allowing diabetes patients more freedom.

2wo: Be a source of updated informtion.  While ASCO is in full swing, along with the hype, cancer drug makers should be clarifying the real news behind the headlines and what it really means for cancer patients/caregivers.

3hree: Laser target.  Facebook allows you to target people with a lot of different criteria, but this is only useful if you really understand your audience and what they want/need to know.  It also means that you are going to have to develop a lot of different ad content and that one ad does not fit all.

4our: Talk to your audience, not at them.  If you had someone within your target audience in a room what would you say to them beyond a sales pitch?


5ive: Watch being too intrusive.  One of the negative things about facebook is that if you do click on posted content you’re going to see more of the same ads.  This could be an issue for some online health seekers who don’t want to be bombarded with ads on their health problem(s).

You should be challenging your agency to create facebook posts that engage your audience rather than ads that say “try me”. This is one of the reasons why I prefer online interactive agencies like InTouch Solutions.   There is a gold mine of audiences on Facebook, but if you approach facebook as just another online channel you’re going to fail


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Los reguladores de privacidad de la Unión Europea podrían bloquear las apps de salud

Los reguladores de privacidad de la Unión Europea podrían bloquear las apps de salud | Digital Pharma |
Por Jeremy Kahn
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Eko: El primer fonendoscopio inteligente

Eko: El primer fonendoscopio inteligente | Digital Pharma |
La FDA americana ha aprobado el primer fonendoscopio inteligente que se comunica con el móvil y con Internet. ¿El futuro de la auscultación en medicina?
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Communication in Healthcare: 10 Email Marketing Ideas

Communication in Healthcare: 10 Email Marketing Ideas | Digital Pharma |

Communication in healthcare is critical, ensuring patients are in-the-know and allowing your practice to provide value. Email marketing is an inexpensive way for healthcare marketers to communicate regularly and effectively with every patient and subscriber (potential patients) at one time.

As long as you aren’t including personal information, marketing emails are generally HIPAA compliant, as well, eliminating any potential issues.


To be most effective, you have to bring variety into the emails you send, allowing you to stay top of mind while still providing value. Luckily, there are a number of different of emails you can consider as you plan your email marketing efforts, including those that educate patients on healthcare issues, those that help subscribers get to know your staff and much more.

Test the following ideas, track successes, and reproduce what works.


Your knowledgeable staff has so much information to share, don’t just save it for patients. Use marketing emails to help current and future patients stay healthy all year long. Here are a few ideas to consider:

Winter flu tipsHand-washing tutorialProper brushing techniquesHow to take care of new bracesSpring allergy FAQ and tipsInjury prevention

Some of these can even be made into a series, allowing you to stay in contact with your subscribers while providing value. Try fun infographics, like the example below.



If you’re active on Facebook, make sure your subscribers know. Use email marketing as a tool for promoting new Facebook Live events and videos. Send an announcement email before, telling them the time and date to tune in and then follow up with a link to the video on Facebook. If they aren’t following you yet, they will be after this.


The first thing most people want to know before working with a healthcare provider of any kind: Do they take my insurance? Address this question in a marketing email—answering the question before they even ask. Be sure to include a Call to Action (CTA), encouraging them to make an appointment so you can capitalize on that “Oh, awesome, they take my health insurance!”-feeling your subscribers will get.


A 2015 qualitative study found that 71 percent of patients want a doctor who is caring and compassionate. “Consistent with past studies of patients, people prioritized so-called soft skills of doctors. Most people commented on the importance of a doctor who listens, cares and explains issues to patients.

Several studies have shown that, when choosing doctors, patients rarely mention technical expertise, but rather concentrate on empathy and ability to provide clear explanations,” explain study authors.

Show potential patients how kind and friendly your staff is with a video tour, including introductions to various staff members. You could also design a plain-text email, including a photo and quote from each team member.

This shows potential patients the kind people they’ll interact when they visit your office, including front-desk staff, nurses, specialists and more.


Make your staff feel like family by introducing new members as they’re hired. This is especially important for doctors, who will spend the most time with patients:

“Listen up, physicians: Patients just want the real you. Ya know—YOU. The competent and caring you who really listens with compassion. The real you that talks like a real person and answers people with the honest truth in words they understand. The you that treats patients like family,” says Pamela Wible MD.

Include a photo of the person, along with a written statement from them about their health philosophies, education and experience. It may be wise to include personal information as well, to drive an emotional connection. See an example below, which was created for a healthcare client of ours:


Use a marketing email to remind patients about your referral program. How are patients rewarded for referring a friend or family member—do they get a free B12 shot? A discounted appointment? Better yet, how do they send the referral to make sure it’s recognized?

Answer all of these questions, and any others that you’ve already gotten from patients, in an FAQ email. Include a CTA for the subscriber, “Make your first referral today!” with a link to the patient portal, landing page, or whichever method you use to facilitate the process. 


Video is popular in nearly every industry. Still, 43 percent of consumers want to see more video from marketers. You can grant your subscribers that wish by sending video-based marketing emails regularly. The ideal option is to create your own videos, even something as simple as a behind the scenes office tour video would be engaging (see #5). If that’s not possible, share educational videos instead.

If you’re doing the latter, look first for videos from companies, insurance agencies, and clinics that you work with—perhaps you can work out a cross-promotional opportunity where you share their video and they include you in their next email blast as well. Otherwise, find and send only high-quality videos that truly add value to your patients’ lives.


As an orthodontics practice, you could send an email offer like, “$300 off braces for all new patients.” They key is having the right landing page in place; one that matches the messaging in the email. The page should have the discount listed, along with information for them to call right then, make an appointment online, or reach out via email with any questions.

Make just one of these options the primary CTA on the page, with the other two being secondary and not as obvious. With too many options, you’ll confuse people, or worse, scare them away.


People want to know how much something will cost before investing their time or energy into it, and this is true in healthcare as well:

“We found that over 80 percent of consumers want to know cost before they even come to the office for a consult. Pricing isn’t the only pain point but it is the ultimate pain point. This weeds out the price shoppers and lets serious patients know what their financial responsibility is before coming in,” says Jonathan Kaplan MD, MPH, BuildMyBod

Keep potential patients in the know about current pricing with quarterly or annual pricing update emails. You can include a classic pricing graph within the email or create an eye-catching graphic that leads to a pricing page, with general pricing options, along with deals (see email idea #8), which may be more enticing and persuasive.



People love to feel a sense of community where they live and with whom they interact, so if you’re involved in a community event, let everyone know. Announce your booth, partnership or sponsorship, along with date and time, how your patients can attend to the event, and where they’ll find you. As a sponsor or partner, you’ll likely get promoted by the event host as well, allowing you to enjoy even more promotion.

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La IA de Nvidia está salvando vidas en hospitales

La IA de Nvidia está salvando vidas en hospitales | Digital Pharma |
La misma tecnología de Nvidia que usan los coches autónomos se puede usar para mejorar el diagnóstico médico y abaratar las pruebas radiológicas.

Via Mariano Fernandez S.
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Empathy in Healthcare: 7 Benefits

Empathy in Healthcare: 7 Benefits | Digital Pharma |

Empathy in healthcare can be very beneficial for companies that want to increase patient engagement and adoption of their services. Here are seven benefits.


Better patient outcomes
A number of studies have shown that patients have better outcomes when they are treated by physicians with a higher degree of empathy. ...Better patient compliance.
Perhaps a major reason for better patient outcomes is the higher rate of patient compliance when they are treated empathetically....Better patient satisfaction.
No matter the type of company, there is typically a goal of customer satisfaction. It’s why “user experience” is another popular buzzword. Not surprisingly, when healthcare customers are treated empathetically, they tend to be happier....Better communication. 
Empathy is a kind of nonverbal communication and its presence automatically improves communication. ..Improved perception. 
Empathy in healthcare can help boost how well a company is perceived in the mind of a customer...Attracting and retaining better employees.
Belinda Parmar, creator of the Lady Geek Global Empathy Index explained to Forbes that more empathetic companies have cultures where their employees thrive. ..Growth and higher earnings.
ROI is an important metric for any business but ROE, or Return on Empathy, may be equally important. Empathy in healthcare is something that industry companies can and should invest in...


Via Edwin Rutsch
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Un estudio avala al Apple Watch como herramienta para diagnosticar apnea del sueño e hipertensión

Un estudio avala al Apple Watch como herramienta para diagnosticar apnea del sueño e hipertensión | Digital Pharma |
Los problemas cardiovasculares y del sueño pueden detectarse mucho mejor con un Apple Watch, según un nuevo estudio

Via ChemaCepeda
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Is it Time for Pharma to Look at Snapchat and Tumblr?

Is it Time for Pharma to Look at Snapchat and Tumblr? | Digital Pharma |

When you consider your social tactic mix, should you be looking at Snapchat and Tumblr? The answer may surprise you.

As Medical Marketing & Media (MM&M) noted recently, “It may have taken longer than it did elsewhere, but pharma has finally achieved some not-insignificant degree of comfort and confidence in the realm of social media.” But even a brand comfortable with social may not be up to date.

One of the key differences between social and traditional platforms is the speed of their evolution. Social outlets change features and capabilities often, and their user base can change rapidly. As a result, using the right blend of social requires tracking and understanding these changes.

Many marketers still use “Millennial” as a dismissive shorthand for “kids” — forgetting that, by most definitions, members of that cohort may now be as old as 37. Similarly, many still dismiss Snapchat and Tumblr as “for the kids.” But their growth, and the aging and evolution of their user bases, may require a second look. 

Snapchat — Ephemeral and Hyper-Personal

With 300 million active users, one-third of which use the app daily, it’s easy to see that Snapchat is gaining critical mass, but many marketers still assume that the user base is youth. As we’ve seen with most other social networks, though, this is changing: the fastest growing segment of Snapchat users is 35+.

Snapchat often creates a different style of connection than other platforms. Its ephemeral nature lends a rapid, informal, unusually personal flavor to posts, which often feel less artificial and contrived than images shared on Facebook, Instagram or Twitter.

The increasing popularity of Instagram Stories, a Snapchat-like feature, may encroach on Snapchat — but at present, Snap remains a company to consider, particularly related to time- and location-sensitive events, for which branded filters can be used, and crowdsourced stories can be aggregated.

Tumblr — Conversing, Not Creating

Like Snapchat, Tumblr does still skew young: it’s most popular with users 18-29. But with 358 million who have a Tumblr blog, and a claimed 600 million users, its size makes Tumblr something to consider. 

In contrast to Snapchat, while you can post original text, images, GIFs (especially popular) or videos on Tumblr, you can also — much more commonly — reblog others’ content. As such, in Tumblr’s environment, you’ll notice far more about community discussion than individual creation, and far more non-personal content (posts about pop culture or jokes, rather than a specific individual or event).


Pharma has already have made headway into Tumblr, as MM&M noted recently:

AbbVie's CF Tumblr, Through Thick and Thin, has the Tumblr zeitgeist down, with lots of reblogs, and content that’s not only relevant but fun.Gilead's Healthysexual is a bit drier and more factual, but still good.J&J Vision’s Eyeful focuses (no pun intended … well, maybe a little) on LASIK-related topics.Pfizer's Pfizer365 and Countering Cancer must make their corporate branding folks proud, because they’re very consistent in the Pfizer look and feel.

It’s interesting to see pharma’s initial forays into Tumblr, running the gamut from corporate to disease awareness, while not yet going into specific branding.


While neither Snapchat nor Tumblr are about to dethrone Facebook, Youtube or Instagram as leaders in social networking, they’re worth watching.

But even if they’re not the leaders, don’t discount these platforms. They’re robust, growing, and center on sharing visual content — all hallmarks of the current digital zeitgeist.

Both platforms are visual, so they require a more image-focused narrative creativity than a more text-heavy outlet. This may be an evolution for some brand teams. It’s also interesting to contrast Snapchat’s evanescent, familiar tone with Tumblr’s attention to pop culture and commentary.

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Machine learning app Migraine Alert warns patients of oncoming episodes

Machine learning app Migraine Alert warns patients of oncoming episodes | Digital Pharma |
Migraine Alert is the product of two year’s efforts into machine learning, Bloch explained. Through a smartphone -- and, in upcoming versions, a fitness wearable -- the app collects various correlative triggers including weather, activity, sleep, and stress as to build its personal predictive model. After logging fifteen episodes, Bloch said that the system is capable of predicting episodes for intermittent migraine patients (defined as those who have four to 14 episodes monthly) with higher accuracy than was previously possible.

“Fifteen [samples] is a unique characteristic of our algorithm, it’s considered extremely fast,” he said. “The usual research is like three times more episodes needed in order to predict with reasonable accuracy. Our accuracy right now is at 85 percent, which is extremely good accuracy."

Via ChemaCepeda, Mariano Fernandez S.
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Wearable Tech Emerging For Chronic Pain Relief

Wearable Tech Emerging For Chronic Pain Relief | Digital Pharma |
Some think that wearables are a pain, like Alan Tyers who wrote "why I hate wearable technology" for The Telegraph. But how about wearables that can actually relieve pain?
Via Alex Butler, Mariano Fernandez S.
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The convergence of healthcare: when digital and medical collide - Pharmaphorum

The convergence of healthcare: when digital and medical collide - Pharmaphorum | Digital Pharma |
How traditional and digital approaches are being brought ever closer together in healthcare.
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The Bright Future of Pharmacies - The Medical Futurist

The Bright Future of Pharmacies - The Medical Futurist | Digital Pharma |
The rapid development of medical technology affects every aspect of healthcare – and pharmacies cannot escape its transformative power either.
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Does more education for health professionals equal better patient care?

Does more education for health professionals equal better patient care? | Digital Pharma |
Many aspiring health providers require advanced degrees to enter practice. But does more medical education actually improve patient care?


In recent years, nurses, physiotherapists, audiologists, speech therapists, and pharmacists have all increased their entry-to-practice requirements, with registered nurses needing at least a bachelor degree, and physio and other therapists obligated to obtain a master’s degree to be considered for licensing.

By 2020, all pharmacy schools in Canada will move to a doctorate degree, adding a year to their training and bringing the total time in school to at least eight years. In the meantime, physician assistants are feeling the pressure to move, as their American counterparts have begun to do, from a master’s to a doctorate as the first step to practice.

These ever-advancing requirements to enter into practice are known as “degree creep.” But does the drive for more time in the classroom actually improve patient care?


And what does this actually do for patient care? The literature is scarce....



Roussel says there’s no push to bump up nursing entry-to-practice credentials to a master’s. Instead, she says there’s more discussion on how to integrate a practical doctorate in Canada, and how to enhance the PhD-level degrees that already exist...

Sunita Mathur, a physiotherapist and assistant professor in the Department of Physical Therapy at the University of Toronto, wrote a 2011 editorial in Physiotherapy Canada asking whether it was time to consider a more advanced degree. The answer was a firm no.

“We didn’t want it to just be ‘creeping credentialism.’ We didn’t want to say, they’re going to basically get the same education but we’ll call it a doctorate and increase it by a few months,” Mathur says.

“What we’re doing instead is working on curriculum renewal to change how we teach, how we deliver information to help students be creative and critical thinkers,” Mathur says. “We’re keeping the same structure, but working on the curriculum to help learners prepare for the environment.”

O’Connor says the view needs to be wider than just the start of one’s career.

“Entry to practice is just the beginning,” she says. “We need to have a map for the whole career pathway.”

Via rob halkes
rob halkes's curator insight, July 7, 2017 11:13 AM

IN respoinse to the blog:

Does more education for health professionals equal better patient care?
Date: July 6, 2017

Is "Quality of care" directly related with level and quality of medical education?  The complicated relation between personal ability, motivation, quality of educational school, conditions of entry into real care etc. etc. is an issue of study for as long as medical education exists. Putting it in the way this blog is stating, is a rather tiny perspective on the matter. WHy not just turn the question around: "What should medical education do and how would they need to do that", to ensure that medical education improves health care practices!

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5 health care organizations that make the most of social media

5 health care organizations that make the most of social media | Digital Pharma |

Health care marketers can’t afford to ignore social media.

With the right strategy, organizations can increase campaign awareness, gain community support, and garner insight from a like-minded community of professionals and individuals.

For health care organizations, social media marketing must revolve around the brand while still engaging audiences and holding their attention. offered the following examples of five health care organizations that have developed and maintained compelling social media marketing strategies.

Cleveland Clinic


The nonprofit academic medical center has a strong presence on Facebook, Instagram, Pinterest, Twitter, YouTube and LinkedIn. It has created a welcoming, knowledgeable and community-centric personality by featuring people-centered and approachable photography, along with posts about local interests and friendly stories from its blog that answer common questions.

By focusing on the needs of its audience, Cleveland Clinic has developed an engaged social community on mulitple platforms.

Quest Diagnostics

The home page of this Fortune 500 organization’s website addresses both B2C and B2B audiences and includes a special social media section that enables visitors to connect directly with brand managers on Facebook, LinkedIn, Instagram and Twitter.

All of Quest Diagnostics’ social media accounts reflect the company’s professional, yet approachable, tone through simple, warm, supportive language that helps audiences feel like members of the community.

Josh Robbins @imstilljosh

My buddies at @QuestDX are sponsoring the #AIDSWalkBuffalo on 5/6. #photobooth #dedicationstation

5:23 AM - 29 Apr 2017
Twitter Ads info and privacy

Communicators also spotlight their employees, which humanizes the clinical brand.

Philips Healthcare


This health-centric division of the larger Philips brand is focused on creating a better future through its wellness-related products and services. This mission is reflected in its social media marketing strategy, which features an array of content based on its advances in health care and technology.

Its “Innovations in Health” group on LinkedIn comprises a select community of health care professionals, which speaks to an audience interested in the latest health care solutions. This has resulted in an exclusive community of over 140,000 members with a passion for health care and technological innovation at both the professional and consumer level. This community ultimately gives Philips Healthcare abundant insight and knowledge that can be used for future innovation.

Johnson & Johnson


The company has led the way for health care brands in social media marketing by establishing its own unique tone. Rather than merely posting and tweeting about its latest news, brand managers create and share content with a comprehensive focus.

This strategy shows that the company understands its audience and their interests enough to develop and endorse content that’s both relevant and timely. Brand managers deeply engage their online following and keep them returning for more.

Orlando Health


This not-for-profit health care network has established a social personality that feels upbeat, warm and personal. Its social media posts span a wide range of initiatives and interests, such as informational stories about better well-being, adorable photos of therapy dogs and the latest local news. Every post displays its passion for its people.

Orlando Health

Primary care doctors should offer or refer low-risk patients to behavioral counseling to prevent heart disease. ;…

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Orlando Health overcomes the challenge of creating a friendly and fun social media personality by incorporating a holistic wellness approach with a focus on the needs of both the individual and the larger community.

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