How Hospices Can Harness the Power of Social Media Marketing
Social media is transforming the landscape of hospice marketing, enabling organizations to reach consumers directly, bypassing traditional referral sources. With nearly 94% of people in the United States having internet access as of 2023, according to Statista, the trend towards greater online connectivity is undeniable. By 2029, an estimated 342 million users are projected to be active on social media platforms. This shift presents an unparalleled opportunity for hospices to engage with their communities.
The Social Media Shift in Marketing
A 2016 study concluded that "people are exposing themselves to more and more digital and social media" for various purposes, including seeking information about products and services. Hospices must adapt to this evolving landscape by embracing social media as a core component of their marketing strategies.
Crafting a Compelling Social Media Strategy
While posting on social media can be done with just a few clicks, effective marketing requires thoughtful planning. For example, Wisconsin-based hospice provider Agrace employs a robust three-pronged social media strategy. According to their Digital Marketing Manager, Lindsay Huebner, their approach includes:
1. Localized Content
Focusing on their service area in southern Wisconsin, Agrace tailors messages that resonate with the local community. Highlighting local events, stories, and services helps create a stronger connection with their audience.
2. Two-Way Engagement
By encouraging families to share their stories and testimonials, Agrace improves community interaction. This two-way communication not only enhances brand loyalty but also acts as a powerful marketing tool that demonstrates the quality of care provided.
3. Recognizing Staff Achievements
Celebrating the accomplishments and contributions of staff has a dual benefit: it promotes a positive organizational culture and positions the hospice as an attractive employer. As Huebner puts it, "Social media is an incredibly important part of our marketing mix. It allows us to connect directly with our community of followers."
Announcing New Services
Social media also serves as an excellent platform for announcing new programs, such as Agrace’s recently established dementia care service. By leveraging social media, hospices can keep their communities informed and engaged.
Grabbing Attention in Seconds
In the fast-paced world of digital marketing, capturing attention is crucial. Jordan Dockery, manager of digital strategy and client services at Transcend Strategy Group, shares a ‘two-second rule’: if a marketer fails to engage within two seconds, the viewer is likely to scroll past.
Quality Over Quantity
Hospices should focus on strategic, meaningful posts rather than overwhelming their followers with multiple daily updates. "Social media is not really dependent on these archaic ideas of frequent posting equating to growth," Dockery explains. "You want to track performance, make adjustments, and capture attention with a compelling story."
The Power of Analytics
One of the most valuable aspects of social media marketing is access to detailed analytics. These insights enable hospices to evaluate the performance and reach of their posts effectively. Understanding what resonates with their audience can shape future campaigns and increase engagement.
Balancing Organic Posts and Paid Advertising
Hospices can utilize both organic social media content and paid advertising to reach potential patients and families. According to Dockery, "You need to have targeted social media ads," allowing organizations to connect with specific demographics based on location, interests, and more. This targeted approach not only clarifies campaign goals—such as awareness, conversions, or lead generation—but also helps protect marketing spend by eliminating guesswork.
Conclusion
In the age of digital communication, hospices have a unique opportunity to leverage social media for genuine connection, effective marketing, and community engagement. By embracing thoughtful strategies, hospices can differentiate themselves and make a lasting impact on the families they serve. With the right approach, social media will not just be an advertising tool; it will be a vital bridge to their community.
