There are a million reasons health care brands would want to tread lightly in their Twitter marketing efforts. For one, health care is a serious and deeply involved science—not the kind of thing you can easily chat about in 140 characters or less. For another, they’re up against so many varied privacy regulations that sometimes navigating conversations (in a legal way) can feel more difficult than worthwhile.
And the truth of the matter is this: tricky though it may be to Tweet about health care, it’s a fascinating industry, even when it falls into emotionally heavy territory. What’s more, it is centered in humanity—which means audiences will care about it. The key is to look deep into the heart and soul of your brand, and find a way to talk about the things you do that matter to the people who’ll use them.
Need a little inspiration? These five brands have created totally distinct Twitter personalities based on the work they do and the people who comprise their staffs.
McKesson Corporation is “the oldest and largest health care company in the nation, serving more than 50 percent of US hospitals and 20 percent of physicians.” Given its time-tested reputation, it follows that the corporation’s social strategy would be one of sincerity and utmost professionalism—not the sort of thing the average person associates with Twitter, necessarily.
But McKesson’s Twitter marketing efforts do capture its deep-rooted audience empathy and wealth of knowledge. Nothing the corporation says is ever oversimplified, and tweets are typically written in a vernacular its particular followers are sure to understand.
How does @McKesson accomplish this? By tweeting a variety of high-quality stories and important statistics—some of which focus on research and industry trends, and others that highlight the stories of real medical professionals as part of the corporation’s #idelivercarefor campaign.
2. Express Scripts
Express Scripts, a “prescription benefit plan provider that makes the use of prescription drugs safer and more affordable for [its] members,” has a uniquely active, responsive, and engaging Twitter presence. Through gifs, business highlights, important facts, and responses to current events, the provider has created a social voice that’s engaging and conversational, yet informed and trustworthy. @ExpressScripts gets on its audience’s level—and, with a 20.5K following, the results speak for themselves.
3. Tenet Healthcare
On its website, Tenet Healthcare says, “As one of the country’s leading and most comprehensive health care services companies, our more than 130,000 employees are united around a common mission—to help people live happier, healthier lives.” The company’s commitment to (and pride in) its employees and the people they help shines through in the remarkably personal Twitter experience it provides to its followers.
@TenetHealth reflects the company’s people-centric message in its tweets by highlighting the achievements of its staff—a technique that achieves two ends: validation of hard work, and human faces that followers can connect with. The brand also creates a community by reaching out to other health-related accounts and praising the great work they do.
Cigna, which defines itself as a “global health service company,” takes care to highlight the many people it strives to help:
Cigna works with employers and organizations around the world helping employees stay healthy and on the job. We work closely with brokers and consultants to develop innovative programs, help individuals and families improve their health, well-being and sense of security—and lower their medical costs. And, Cigna provides access to a global network of local physicians and hospitals—as well as 24/7/365 live customer service.
@Cigna, a natural extension of the brand’s mission to care for people around the globe, shows a particular passion for human interest content. Through fun facts served up in a “Did you know?” fashion, interactive content, gifs, and timely human highlights, the brand positions its social media presence at the intersection of heart and health science.
GlaxoSmithKline offers its mission in a bold, punchy, poignant way: “We are a science-led global health care company with a mission: we want to help people to do more, feel better, live longer.” The statement itself is empowering, full of hope, and dripping with support—all descriptors you could also use to paint a clear picture of the company’s Twitter marketing efforts.
@GSK clearly puts care into highlighting people and organizations who are making strides for the greater good. It often embodies a hopeful and empathetic tone—one that leaves readers feeling upbeat without being overly saccharine. Between stories of humans, the company shares business-related updates; it also underscores the work it’s doing around the world to improve the human experience.
For health care brands looking to grow into Twitter, the possibilities are endless. Let your mission be your guide, and mind the people who work each day to push your brand to new levels of success. When you share the powerful stories of the humans you believe in, you’re sure to build a following of people who’d love to learn more about your great work.
Featured image attribution: Daniel Sone
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About the AuthorMore Content by Linsey Covino-Deaso