Why Social Should be Considered in Your Marketing Strategy

The way your patient interacts with your business and how you respond is essential to business growth. Creating a seamless brand experience across all channels, including social media, will help you achieve greater success and allow you the opportunity to interact with your patients in the channels they are currently using.

According to Influencer Marketing Hub, “98% of all internet users aged 16 to 64 visited or used a social network or messaging app in the past month; 90% engaged with or contributed to social media in the same timeframe.”¹ Patient behaviors should shape your marketing strategy by sharing ideas and best practices, and by gathering a community around your own concerns. This can drive real change, as you’ve now inserted yourself into the very place where your patients will be looking for you. Your social channels can help establish your brand identity and professional expertise, as these drive patient loyalty and trust before consumers make their final purchasing decisions.

On each platform, tailor your message to meet your patients wherever they are in their journey. Content should be slightly different on every platform, yet it should be tailored to your brand voice and identity. For example, your Instagram page should personally educate your patients on your area of expertise. Consider using Instagram’s Reels or their Story feature to convey your educational message. On your Facebook page, you can share blogs, upcoming webinars you’re hosting, and/or research articles to support your overall message. Consider using Facebook groups to connect with other colleagues who share the same interests. Finally, use your website to provide your office address, hours, mission, and purpose. Keep in mind that all channels should have a call to action; therefore, link your DFH Virtual Dispensary to all your marketing channels.

Research shows, "More than 50% of consumers had purchased a product on at least one platform. Of the 49.5% of respondents that haven't purchased a product directly from a social media platform, 9% said they still plan to do so eventually, whereas 40.5% say they prefer to buy products from e-commerce websites. Although 9% of consumers who plan to shop on social media one day may seem like a small number, it could grow as social media shopping tools gain more use, popularity, or trust in the coming months."²

Now is the time to re-evaluate your current patient purchasing paths and consider adding social media to your marketing strategy. At Designs for Health (DFH), we understand the importance of social marketing and e-commerce as it relates to building your business, acquiring trust, and delivering overall convenience to your patients’ experiences. Create your social media and/or website channels today, and don’t forget to incorporate your DFH dispensary!

Contact us at Social@designsforhealth.com to learn more!

1. Geyser W. The State of Social Media-Benchmark Report 2021. Influencer Marketing Hub. https://influencermarketinghub.com/social-media-benchmark-report-2021/#:~:text=Astoundingly%2C%2098%25%20of%20all%20internet%20users%20aged%2016,8%20Social%20Accounts%20We%20definitely%20love%20our%20social. November 25, 2021.
2. Bump P. Do Consumers Actually Shop Directly on Social Media Platforms [New Data]. Hubspot. https://blog.hubspot.com/marketing/do-consumers-shop-directly-on-social-media-platforms. September 9, 2021.