5 Types of Healthcare Content Audiences Love
Planning social media healthcare content in HIPAA-compliant fields is stressful. The accidental sharing of Personal Health Information (PHI) can lead to fines, firings, and the erosion of your hospital’s credibility.
Luckily there are types of healthcare content that are safe to post and will engage social media audiences. Here are 5 tips for social media content your healthcare audience will absolutely love.
Information and Events
The simplest (and often most useful) type of HIPAA-safe content are announcements of information and events. Current and future patients will appreciate how easy it is to find important information. Event attendance and online sign-ups are likely to increase, as well.
In fact, staying up-to-date with news and current events (41%) is the second most cited reason as to why people use social media, behind only staying in touch with friends (42%).
Infographics play an important role in HIPAA-compliant industries, so it’s important to understand exactly what they are.
According to InstantShift, “Infographics are visual presentations of information that… express complex messages to viewers in a way that enhances their comprehension.”
Infographics are extremely important for patients who, oftentimes, struggle to comprehend the complicated information a doctor, nurse, or surgeon shares with them. According to an article in the National Library of Medicine and National Institutes of Health, “Infographics can facilitate the process of patients understanding the causes or risks related to a disease or condition.”
Essentially, an infographic can sometimes explain a patient’s symptoms and treatment plan better than an actual doctor can.
Here are a few examples of effective healthcare infographics:
Educational Patient Stories
Patient stories are fantastic resources for people who want to learn more about their condition, symptoms, or treatment plan. Like infographics, content that explores the phases of disease, treatment, recovery, and how to manage symptoms is extremely useful.
While a health system can not reveal any information that could potentially identify a patient, personal stories are still important. In fact, when it comes to self-education, 29% of patients viewing health information through social media are viewing other patients’ experiences with their condition. Clearly, people have a desire to compare their medical experiences and treatment plans with those who have been in similar circumstances.
Before posting these stories, always get permission from the patient to avoid the risk of breaking HIPAA protocols. No matter what, be sure to scrub the story of any identifying information.
Educational stories are less likely to break HIPAA protocols when not coming directly from a hospital or healthcare supplier. Instead, private groups allow for patient-to-patient communication that empowers people to give and receive advice from others in similar medical situations. Social networking sites like Facebook offer the ability to create private groups, where current and former patients can interact and share personal stories.
Private social networking groups can positively impact patient outcomes. They can also be useful to the providers and patients especially for those wanting to learn how to better manage their own chronic conditions. In response to a recent NEJM Patient Engagement Survey, 99% of respondents acknowledged that social networks could be useful in health care delivery, especially for chronic disease management (named by 85% of respondents) and in promoting healthy behaviors, like weight loss, exercise, and healthy eating (78%).
In fact, 85% of survey respondents cited “chronic disease management” as a top-three situation in which social networking may be useful in healthcare delivery.
Health system sponsored private groups are popping up for every medical condition too. From diabetes management to addiction recovery, private groups are connecting and educating patients like never before.
Staff Shout Outs
Spotlighting employees in company social media is a great way to increase loyalty and online engagement. According to SocialMediaExaminer, “Employee satisfaction is likely to rise when you applaud employees on your company’s social media channels. Your engagement is sure to increase as well, because your employees will like, comment on, and reshare the updates that feature them.”
Early-stage engagement from employees and their personal networks can help your brand reach new audiences and build a larger following. It also humanizes your product offerings or services.
Do you need help creating content in a HIPAA-protected field? Send me an email anytime at MKlein@WeTellYourStory.com to get started.
Matt Klein - VP Account Services
Matt Klein believes that healthcare marketing is personal – because healthcare is personal. It’s a subject he’s very passionate about, in fact, he’s developing a podcast about it that will be available soon. Throughout his career, he’s worked with a wide variety of clients across the spectrum of healthcare, including large national companies such as Advocate Health Care and Pfizer, regional powerhouses including St. Vincent’s Health System and IU Health, and smaller, specialized facilities such Fort Wayne Medical Oncology and Hematology and Cameron Memorial Community Hospital.