Too many hospitals and healthcare practices rely solely on organic social media for a large part of their digital healthcare marketing strategies. Organic social media means posting photos, updates, events, etc., directly to Facebook, Twitter, or YouTube. It’s a valid brand-building strategy and lets healthcare consumers know what’s new.
However, it shouldn’t be your only social strategy. Paid advertising on social media is a better way to reach much larger numbers of the right people who may be looking for your services—even if you’re not already connected. Let’s face it: few people share posts from local healthcare organizations online unless they are already engaged with that group (or better yet) employed by it.
Paid social media is about more than pressing the “Boost Post” button that appears when you post from your business page. Like PPC or display advertising, it involves strategizing and budgeting to target the audience you want.
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