Brand consistency is something that seems like it would be so simple, but taking your message to the social media (SM) realm can often prove to be a challenge. The way you “talk” in social media may not match the tone used in more television ads. The things you talk about may be more specific than you’d be in your annual report. Yet somehow, you need to find a way to be personable and approachable through SM, while maintaining your branding. No sweat, eh?
1) Establish your brand voice
Fort HealthCare has a STRONG mission to “improve the health and well-being of the community” so blog messages should be reflective of that. Images and topics should focus on wellness, not necessarily the latest and greatest in technology for elective surgery, for example. The organization seems to be focused on weight management and fighting obesity, so guest bloggers should be encouraged to focus on topics that suit that.
2) Invite commentary instead of chest-thumping
Entries on the blog are coming from educated experts so there is likely going to be little debate, but open commentary should be available for those with lingering questions. If debate DOES occur, it is likely to follow the same pattern FHC has seen on other SM applications – patients fighting for their providers. People typically form a strong bond with their clinicians, so it makes sense that they go to bat when they they’re under fire.
3) Be relevant
This is simple – talk about things people care about. An article about polio is less relevant than one about Japan’s radiation problem and its impact on the American food supply. Identify current events and find a way to approach them in a way that is interesting to your audience, in this care Jefferson County patients.
4) Aim for cohesion
Healthcare providers face a challenge with being consistent, because each doctor will have their own position on every topic that comes up. Differences of opinion are fine, but the messaging should be cohesive. If the focus is going to be wellness, then stay on topic. Don’t jet off and begin talking about rhinoplasty or liposuction. Things like LAP-BAND surgery or smoking cessation are more appropriate. Stay focused.
5) Know our audience
While the most common group of patients may be 65+, blog readers may be significantly younger. If that’s the case, talking about menopause and wound care may not be as vital. Focus on pediatrics, fitness and weight management will strike a chord where topics geared at an older population never will.