Over 100 million people in the United States turn to practices like acupuncture, meditation, and herbal supplements to maintain their health — and each one of those people represents a lost financial opportunity for companies in pharmaceuticals, health insurance, or biotechnology. Thirty-three percent of Americans either supplement or forego traditional medical care in favor of alternative treatments. That figure is eye-opening, but even more so when looked at through the lens of a healthcare executive searching for a way to reach one-third of a seemingly solid audience group. Social listening tools provide opportunities for the use of social media in healthcare that can facilitate engagement with potential customers who might have seemed unlikely audience targets.
Synthesio’s audience insights tool, Profiler, can be used to analyze different audience groups to surface statistical affinities for over 10,000 different data categories. The analysis below represents a snapshot of the differences between Americans who have an affinity for traditional medicine as opposed to alternative treatments.
While it seems simple, the infographic above can serve as the strategic foundation for the use of social media in healthcare. Media planning is the most obvious beneficiary of audience intelligence, as each user groups’ predilections are meticulously curated through Facebook’s Ad Manager. Profiler leverages this data to surface the publications that resonate most with specific audiences. This provides an outline of the channels frequented by target groups, thereby increasing the likelihood of reaching the right eyeballs with marketing content. In the case of a healthcare executive struggling to tap into the alternative medicine audience, the concentration of content likely to resonate with an earthier group could be targeted at consumers across multiple media channels.
Looking at an audience group’s favorite brands allows health insurance companies understand customers lost to the unprofitable realm of alternative medicine. Once again, audience insights provide a map to the treasure of engaging sought after groups. Partnerships with brands that are popular among your target consumers provide brand awareness with the added perk of residual brand advocacy. Partnering with the right company can resonate in a way that’s like reverse collateral damage — instead of sending subconscious ripples of positivity throughout an organization. The use of social media in healthcare enterprises can reach intended targets through the brands they already have an affinity for. For example, a health insurance company might partner with Whole Foods or Panera Bread on a healthy eating rewards program, which can be promoted through Everyday Health, and supported by corporate partnerships with Dove. These choices can be made with confidence backed by data generated from the audiences on a brand’s target list.
If you want to learn more about Profiler’s audience insights, and how they can help measure the use of social media in healthcare, contact us today to sign up for a demo.