In the healthcare marketing industry, it’s crucial to explore diverse avenues to connect with potential patients effectively. In addition to Facebook, three other social media platforms have demonstrated to be powerful tools for healthcare marketers: TikTok, YouTube, and Instagram. In this article, we’ll delve into the importance of being present on these platforms, drawing insights from AMG Healthcare Marketing’s Patient Insights Whitepaper.
The Social Media Landscape
Social media is an integral part of our daily lives, with platforms offering unique opportunities for engagement. According to our research from AMG Healthcare Marketing’s Whitepaper: Patient Insights Unveiled, all generations, from Gen Z to Boomers, rank Instagram, TikTok, and YouTube as their second, third, and fourth most-used social media platforms. This data holds a vital key for healthcare marketers seeking to connect with diverse age groups.
Tailoring Your Approach
What this means for healthcare marketers is that getting a patient’s attention involves speaking directly to them on the social media channels they find most engaging. It also implies that relying on a single type of content or platform won’t suffice. To illustrate this point, let’s explore a case study from AMG Healthcare Marketing.
A Multi-Platform Approach in Action
One of our orthodontic partners sought to reach a broad audience across multiple generations. To achieve this, we implemented a comprehensive multi-platform social strategy. The results were illuminating, highlighting the unique benefits of each platform.
TikTok: Engaging Gen Z and Millennials
Our campaign revealed that TikTok, while reaching all generations, generated the most clicks from individuals aged 18-24. This platform’s short-form, vertical video content proved highly effective in engaging younger audiences.
Instagram: Connecting with the Younger Audience
Our advertisements using Instagram Reels yielded the highest click-through rate among those aged 13-24. The format of Reels proved ideal for capturing the fleeting attention spans of the younger generation.
YouTube: Appealing to Gen X and Boomers
YouTube, on the other hand, resonated particularly well with users aged 25-44 and Boomers, boasting a higher view rate from 25-44 than other generations, and more clicks from Boomers. We know that these age groups are making healthcare decisions for themselves and their families, so seeing that they found value in longer-form videos demonstrates the importance of presence on YouTube to reach a wide age range.
Diverse Messaging for Diverse Audiences
These findings emphasize the importance of utilizing multiple social platforms to reach a broader audience. However, it’s not just about platform diversity; it’s also about tailoring your messaging and creative to suit the preferences of each demographic. Continually A/B test, define your audience(s), and set objectives for each post, ad, or engagement across your social media efforts.
The Bottom Line
Reaching your target audience effectively is a multifaceted endeavor. Utilizing platforms like TikTok, YouTube, and Instagram allows you to cast a wider net, engaging with patients of all ages and demographics. We know that different generations respond differently to various platforms and types of content, and AMG Healthcare Marketing is committed to provide industry insights and expertise to help you reach your ideal patient audience.
To dive deeper into these insights and discover how AMG Healthcare Marketing can help you implement a comprehensive healthcare marketing strategy, download our whitepaper here and/or contact us today.