When constructing your social media marketing plan for your healthcare practice, Facebook and Twitter are most likely the two social media platforms you’re already utilizing.
But one platform you definitely shouldn’t be overlooking or ignoring is Pinterest.
There are plenty of reasons to include Pinterest in your healthcare marketing plan. One is the fact that Pinterest users are “young (the largest age bracket is 25-34), female (around 80%), and middle class (nearly 30% have family income greater than $100,000).” These are the same folks who are often making healthcare decisions related to what general practitioner or specialist they want to visit, or who they want their healthcare insurance provider to be.
But what are some ways to use Pinterest effectively for your practice? Here are 5 ways to use Pinterest in your healthcare marketing plan.
1. Pin your practice
Pinterest is not just a great way to pin great content and images you find on Pinterest and the Internet, it’s also a great outlet to share your own content and images from your very own practice. Does your practice have an updated blog that you post content to? Pin your posts! Want to showcase your doctors and practitioners? Pin pictures and short profiles of them! Marketing your practice on Pinterest allows potential customers to get to know your practice before they even consider visiting your website.
2. Check out the competition
Want to know what your competition is doing on social media? Just like you might do on Facebook and Twitter, it’s smart to check out your competition on Pinterest. Is a competitor down the street killing it on Pinterest with great pins, awesome boards, and tons of followers? You may want to think about emulating their Pinterest practices. Of course, it’s not smart to simply copy their boards word for word, pin for pin, and follow all of the same pinners and boards, but it never hurts to generate a few ideas from your competitors and put your own spin on them. Of course, some of your competitors may not be on Pinterest, and this is good news. All it means is that you’re ahead of the game and broadcasting your practice with readily available and popular resources, increasing your overall visibility.
3. Educate your audience
On top of being a really fun social media platform, Pinterest has a lot of solid, useful, and educational information. For instance, there are tons of great boards and pins just related to life hacks. Think about all the healthcare related boards and pins your practice could begin marketing! Pinterest users don’t just go on Pinterest to pin recipes and clothes, they go on Pinterest to learn as well. If you’re a fertility clinic or OB/GYN, you could pin educational resources related to fertility tips, gynecology information, and prenatal care. Educating your audience is a fantastic way to gain followers and establish yourself as an informational resource.
4. Food for thought
News flash: Pinterest users love food. As a casual Pinterest user myself, a lot of what I see and search for is related to food. Whether its a quick and easy dinner recipe, or an insane dessert recipe, Pinterest is a great hub for all things food. For healthcare marketers, this is a great resource to market healthy recipes and dieting tips. It doesn’t really matter what type of practice you run, healthy eating goes hand-in-hand with healthy living, so get out there and pin those healthy foods!
5. Have some fun!
Whether you’re using Facebook, Twitter, Pinterest, or any other social media platform for your business, remember to have fun. Just because it’s business related, doesn’t mean you can’t have a good time doing it. There are lots of funny, insightful, and informational nuggets scattered all throughout Pinterest and other social media platforms, so make sure to not take yourself or your practice too seriously on social media, and provide your users with fun content that they’ll remember. If you do this, they’ll keep coming back for more.
Written by Luke Severn
Luke is a marketing coordinator at Kaufer DMC. He loves the Arctic Monkeys, David Fincher movies, and the Portland Trail Blazers.