Social Media in Healthcare – A Voice of Influence
May 3, 2022
C-Suite Social:
Why it Matters
The healthcare industry and its leaders have taken big hits over the last three years, working in increasingly competitive, complex and compliance-driven environments. There are tons of mergers and acquisitions, lots of new players with big price tags, and talented folks leaving the industry in droves.
A Voice of Influence: The Healthcare C-Suite
The numbers tell the story:
- Forrester predicted healthcare would exit the “trusted category” as misinformation and cyberattacks persist.
- Fierce Healthcare predicted at the end of 2021 that digital health investments would double.
- Bain Capital reported across all five healthcare sectors record volume up 16%, with total deal volume up 44% to $440 billion.
- Healthcare Finance News shared healthcare is the second largest sector hit by the “Great Resignation.”
As compelling as those numbers are, there’s a bigger dialogue happening. Social media is now the largest healthcare marketing channel for B2B and B2C. And the C-Suite is the least engaged.
Why? Too much dialogue. Too many conversations. Too much leadership content. So much content, according to Edelman, that 4 in 10 final decision-makers say there’s more than they can manage. What was once a meaningful dialogue is now diluted.
Enter analysis paralysis.
Healthcare marketers face the same struggles. Doing more with less, determining what channels to invest in, spread thin across multiple disciplines. Spending time and valuable resources on thought leadership content will compete to be seen. And the fight to demonstrate the ROI of the content spend (more on that later).
Break Through the Noise
A disciplined social thought leadership program is the most cost-effective and measurable way to break through the noise and get your company’s message in front of the people who matter. One that starts where the dialogue should start: at the top of the organization, the C-Suite. Consider the following:
- When prospective partners or prospects search for your company, what do they find?
- If a potential new hire toggled between your company profile and the C-Suite, would they find a cohesive connection?
- Are your C-Suite leaders an extension of your brand?
- Does the tone of your C-Suite content match the brand’s voice?
- How engaged are your C-Suite leaders on social media?
A disciplined social thought leadership program is the most cost-effective and measurable way to break through the noise and get your company’s message in front of the people who matter.
Establishing Executive Voices That Inspire
Trust, authenticity, and inclusion are highly valued in today’s healthcare business world. Establishing executive voices that convey those sentiments is critical. It’s the very definition of leading by example.
Why C-Suite Thought Leadership Matters
To lead by example. To be visible and vulnerable in a human way. People do business with people. When the C-Suite is visible on social media, your customers, partners, shareholders, staff and future employees see real people with insights leading the company.
Earn trust and credibility.
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