The job of anyone in social media in today’s digital world is HARD! Want to know what’s even harder? The job of anyone in the healthcare social media world.
Being unique is difficult.
Being relevant is difficult.
Being on point with a brand’s tone of voice is difficult.
Being socially correct is difficult.
It’s all difficult. So what do we do about it? We look at those who are getting it right, and we learn and adapt for ourselves. Within any service we offer at Signify Digital, competitor research is a key element of our strategic approach, so let’s apply it to healthcare social media and see what we find.
Always
Platforms:
- Instagram (56.5K followers)
- Facebook (24K followers)
- Twitter (32.1K followers)
- YouTube (139K subscribers)
- Tiktok (29K followers)
Pads and tampons; not necessarily the most exciting topic, right? Always are a staple menstrual hygiene brand, and have been around for over 40 years. They have always worked to help girls live life to their fullest potential, and have backed this up with a number of campaigns such as ‘Helping end period poverty’, ‘Let’s talk first periods’, and ‘Master your menstrual cycle’.
Always use their social platforms (mainly Instagram and TikTok) both to promote their products, and as a vehicle for raising awareness and enacting social change.
To promote their products, Always have implemented a UGC strategy and titled it ‘#AlwaysPartner’. When you consider a consumer’s mindset this is a very tactical approach as it suggests the creators are regular partners and promoters of Always, increasing legitimacy of the content. If we have learned anything from our UGC work with our client Hormones & You, we understand how this approachable content can reach your audience in a highly engaging way and produce very good results (especially with a bit of budget behind it!)
Leveraging their large audience, Always further their social campaigns bringing awareness to different issues surrounding women’s health such as period poverty and period taboo. Campaigns such as ‘#PeriodFriendlyWorld’ and ‘#EndPeriodPoverty’ are pushed across their social channels through various content pieces. From educational graphics to engaging video content and hard-hitting statistics, they utilise a variety of creative mediums to further their message.
Well done Always 👏
Skin + Me
Platforms:
If you haven’t heard of Skin + Me and you are on social media – have you been sleeping under a rock!? And if you hear the name Skin + Me and don’t immediately get a wave of yellow across your brain, you have DEFINITELY been sleeping under a rock. That is the power of influencer marketing – a digital marketing strategy many seem to think is dead, but one that Skin + Me certainly seem to be ignoring.
Personalisation certainly seems to be the name of the game in healthcare nowadays, so Skin + Me’s personalised skincare hits the nail on the head in relation to what consumers are looking for. It might just be our algorithm, but almost every other social media personality with a following of over 10,000 seems to have plugged Skin + Me at some point over the last two years. That certainly does quite a bit for brand awareness. Their discount codes will play a big part in pushing those sales numbers, too.
Outside of their influencer marketing campaigns, SKin + Me know how to grab the audience’s attention, and that is by putting real, relatable people in front of the camera. Their social media team aren’t afraid to talk on camera, delivering educational, added value content in an easily digestible format. Whether it is ‘3 tips to protect your skin from sun damage’ or jumping on a trending audio, their social audience gets a front row seat into life at the Skin + Me headquarters and it is working wonders.
Hims
Platforms:
- Instagram (199K followers)
- Facebook (99K followers)
- TikTok (482.1K followers)
- Twitter (10.8K followers)
How close can you get close to the line without crossing the line?? Hims have the answer to that one…
Men’s hormonal health is a tough one to crack. Men are notoriously reluctant to discuss their health, or admit they might need help, particularly with something like their hormones. Hims treat three main conditions:
- Hair loss
- Erectile dysfunction and premature ejaculation
- Skin conditions
Let’s face it – no one wants to openly talk about these things. Well, Hims have been working to change that. Their social content is a mixture of educational, added value content for their demographic (20-50 year old men) and clickbaity content. This clever strategy keeps their audience engaged with interesting information and humour – the greatest combo since peanut butter and jam.
One of their main products is erectile dysfunction medication. Now let’s talk about what one might expect from a visual campaign to support that message. GET YOUR MIND OUT OF THE GUTTER! Or maybe that’s exactly where your mind should be? Hims don’t shy away from using phallic imagery on their social platforms, and shock horror IT WORKS! Think bananas, cucumbers, aubergines, etc… With some TikToks reaching over 10M views, safe to say it works.
If we could pinpoint one overriding thing all these healthcare brands are doing well with their social campaigns it would be creativity. They have found original ways to talk about their specific niche within the healthcare sector and have utilised alternative, creative messaging to do it.
We know it is much easier said than done to be creative – but that’s why agencies like us exist! Our social media and content teams are here to provide creative solutions for your company. Fire safety, healthcare, cybersecurity, education, charity… These are just some of the many sectors our social media clients have been part of. Regardless of the industry, we have avoided content that is generic, and have developed striking posts that are designed to capture the attention of the target consumer.
Want to find out more about our social media offering? Don’t blame you! Get in touch today to start a conversation and find out how we can help you deliver your brand messaging in a creative, engaging way on social media.
