Understanding the Differences Between B2B and B2C Healthcare Content Strategies
Want to understand the difference between B2B and B2C healthcare content? Read on for information, tips, and strategies to get your business’s desired results.
Creating a consistent healthcare brand voice allows your business to communicate your mission and core values while establishing trust and authority in your area of expertise. Likewise, using social media for brand voice recognition gives your company access to a large audience in an instant while establishing a distinctive brand voice. To cultivate brand loyalty, you can customize your strategy by prioritizing meaningful connections and authentic conversations while building community using various mediums.
In this blog post, we will explore the benefits of using social media to amplify your healthcare brand voice, enhance your visibility, and create an effective social media strategy that incorporates the care and connection your clients deserve.
Brand voice is a way to communicate your company’s goals, values, and mission by featuring easily identifiable characteristics, a recognizable persona, and a distinct communication style.
Brand tone is the feeling or attitude you want to convey while sharing your message. The tone changes depending on your audience. For example, when announcing a new service or product your company is offering on Linkedin, you would have a professional tone versus a more creative or playful tone on Tiktok.
Find your unique voice by exploring the adjectives you’d use to describe your brand—modern, bold, or formal. Or try Portent’s Brand Voice Generator to get the ball rolling.
Social media provides dynamic and diverse ways to build community and amplify your voice. This platform increases your reach while still connecting in a more casual, conversational, and authentic way. Social media offers many ways to provide ongoing patient education and up-to-date information while encouraging engagement and offering support.
Social media levels the playing field. Whether your audience loves to engage with your content or simply likes, listens, and learns, your clients are still gaining value and building a connection with your brand.
In addition, social media provides a platform for you to use your creativity to engage, motivate, educate, and inspire while maintaining a consistent and cohesive brand voice. The integrity of your interactions and the quality of your conversations speak volumes about your values, and research shows that the authenticity and transparency of core values prove to be what makes consumers become avid followers and loyal customers.
To ensure consistency across all platforms, create a simple go-to instruction manual documenting your brand voice and social media strategy to share with your management team.
A brand voice document includes your company’s mission statement, core values, defining personality traits, and common vocabulary or phrases your brand uses. It must articulate your desired tone for different platforms, posts, announcements, newsletters, advertisements, or internal communication.
A clear social strategy lets all team members know what format to use on specific platforms and when to post, keeping your online presence predictable and cohesive.
Let’s break down five simple strategies to increase your brand’s visibility on social media.
Maximize your impact by understanding your target audience, choosing an optimal time, and scheduling your content to create a consistent and predictable presence
Become an invaluable resource to your patients by providing up-to-date and ongoing patient education and care.
Engagement supports community, connection, understanding, and trust. Encouraging meaningful conversations amplifies your voice and what’s essential and relevant to your community. Your visibility and authority climb the more likes, shares, engagement, and conversation your content generates.
Repurpose content to feature it in different ways. Visibility increases with volume.
Celebrate other healthcare businesses that support your industry, your employees, or key members in your online community as a way to build meaningful connections.
Social media offers endless innovative opportunities to bring attention to your healthcare brand and allow your company’s personality to shine. Are you ready to finally hone your brand voice and build an effective strategy to increase your visibility? Get in touch with the WriteRN team today!
Chen, J. (2020, August 4). Brand voice: What it is & why it matters. SproutSocial. https://sproutsocial.com/insights/brand-voice/
Clarke, T. (2019, February 21). How to Establish Your Brand ‘Voice’ on Social Media. Hootsuite. https://blog.hootsuite.com/how-to-build-an-authentic-voice-on-social/
DiCioccio, R. (2022, October 19). How to Establish a Brand Voice on Social Media. Esm². https://www.iconosquare.com/blog/how-to-establish-a-brand-voice-on-social-media
Portent. (n.d.). Portent’s Tone of Voice Generator. https://www.portent.com/tools/tone-of-voice-generator
Lara Scriba has been a Registered Nurse since 2002 with a background in emergency care, community, public, home health, and travel nursing in both the US and Canada. She also specializes in eating disorder recovery as a yoga teacher, is a reiki practitioner, and member of AHNA.
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