Social Media For Health Care, Who’s Doing It Right

30 Nov

Social media marketing for health care provides unprecedented opportunities for educating patients, increasing outreach, and recruiting a new generation of health care professionals. These five standout campaigns will show you how it’s done.

Johnson & Johnson

After seeing surveys indicating most people believed the world has become a less caring place, Johnson & Johnson launched its “Care Inspires Care” campaign as a lead-in to the 2014 World Cup. The company launched a Facebook page where people could share acts of care, and it named several health care organizations, FIFA World Cup volunteers, and J&J employees “Champions of Care.” J&J also created children’s books inspired by stories of health care workers who took care of sick children.

Recently, J&J pulled its ads from daytime talk show “The View” after co-hosts Michelle Collins and Joy Behar made controversial comments about nurses. The company then launched a Facebook campaign on its Care Inspires Care page to offer scholarships to students who want to become a nurse. The company will donate $1 to the fund, up to $50,000, each time someone submits a photo of caring nurses in action. Big corporation movements like these provide a great basis for schools like Loyola University in New Orleans thatcelebrate the history of nursing and help future nurses learn the skills they need to change lives.

GE Healthcare

GE has struggled to attract new hires from top technology programs because, compared to companies like Google, Facebook, and Apple, its talent brand said “old and venerable.” A series of innovative social media and content campaigns from Katrina Craigwell, GE’s global manager of digital marketing, has boosted the 123-year-old company’s profile among millennial college grads qualified to work in technology or health care.

To highlight its advanced medical imaging technology, GE Healthcare created “The Pulse on Health, Science, and Technology,” a Tumblr blog filled with stunning radiology images. The blog contains images of creatures, from humans to insects to one-celled organisms, rendered using imaging studies like MRI, computed tomography, X-ray, and PET scans.

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