Social media spotlights different stories in the healthcare industry
Implications - Many social media efforts in the healthcare space are dedicated to honoring and appreciating the unseen heroes. Whether it's medical professionals who are often overlooked, or the sufferers of medical ailments themselves, these campaigns and platforms not only harness the power of social media to create an emotional resonance, but also offers real people the opportunity to share their story.
Workshop Question - Brainstorm 3 ways your brand could better serve, represent, or leverage the "everyman."
Trend Themes
1. Virtual Social Media Platforms - The rise of virtual social media platforms that enable users to connect and share content in an open forum can be leveraged by healthcare providers to create a sense of community among patients, offer practical solutions and share knowledge that comes from personal experiences.
2. Interactive Patient Engagement Advertising - Healthcare and pharma companies are shifting to interactive ads that encourage patient engagement via social media, opening up a two-way conversation that enables patients to ask questions and discuss solutions with their healthcare providers.
3. Online Social Campaigns - Effective online social campaigns, like the #BloodSugarSelfie or revamped versions of the ALS Ice Bucket Challenge, can raise awareness for prevention and fund research in specific healthcare areas, while tapping into people’s need for social media validation and fun challenges.
Industry Implications
1. Healthcare - New virtual social media platforms that cater to the needs of specific diseases such cancer, diabetes or HIV, enable healthcare professionals and patients to connect and share content, promoting a sense of community, reducing isolation and offering practical solutions.
2. Pharmaceuticals - Interactive advertising campaigns that encourage patient engagement via social media can help pharmaceuticals become more transparent, foster trust and create a dialogue with patients, encouraging them to take charge of their healthcare needs.
3. Nonprofits and Charities - Online social campaigns like the ALS Ice Bucket Challenge, can raise awareness on specific ailments, improve fundraising efforts and create an extensive social media buzz that highlights the purpose and accomplishments of nonprofit organizations and charities.
4 Featured, 36 Examples:
144,332 Total Clicks
Date Range:
Aug 15 — Jul 16
Trending:
Average
Consumer Insight Topics:
