healthcare social media agency

What to Look for in a Healthcare Social Media Agency

Healthcare has been the focal point of everyone’s lives this year, and the healthcare industry, in particular, has received a lot of attention from all corners. This means that finding the right healthcare social media agency is absolutely critical.

Your medical enterprise, hospital, or practice is most likely inundated with work right now. Managing your social media accounts should not be your top priority, and rightly so. A good social media agency can help you manage all of that and much more.

There are multiple factors you need to consider when looking for a good agency. Let’s take a look at what some of those are.

Check for Culture-Fit With the Healthcare Social Media Agency You Are Evaluating

While the results that an agency has delivered is important, so is its culture. Culture is one of those intangibles that can have a far-reaching effect on your partnership.

Each agency has its own unique personality and style which stems from the leadership and flows down. This culture can be flamboyant and boisterous, or in some cases, it can be reserved. You need to know which style works better for you.

Discovering this mutual compatibility is vital if you want to have a frictionless working relationship.

The best way to do this is to meet the people you’ll be working with – More specifically, the leadership team and the people who will be assigned to you. This includes but is not limited to the account manager, product manager, and social media specialist.

Learn More About Their Core Competence

This might be the most important factor to consider when looking for a healthcare social media agency. Agencies come in different shapes and sizes; some cater to large enterprises while others are better suited for small businesses.

Learn about an agency’s core competence by researching more about who their full-time resources are and what they manage at work. This will give you an insight into the areas of expertise that agency is investing in and is good at.

Different agencies have different areas as their core competence. Some may specialize in reputation management, search engine optimizations (SEO), performance marketing, or content creation. Choose the right one depending on what your marketing team needs the most.

You might be at a stage where you need to increase your patient volume or promote the better patient experience at your organization etc. Match this with the agency’s core competence, and you’re on the right path!

Understand Their Reporting System

Results and reports form the basis of understanding your social media marketing campaigns. Unlike traditional marketing, social media marketing delivers rich quantifiable results that you can analyze in numerous ways.

A good healthcare social media agency should be able to produce detailed reports that measure important metrics such as click-through rates, impressions, share of voice, and reach, etc.

A good agency should then be able to extract actionable insights from these reports to inform you about how your conversion funnel is performing, which channels work well, who are your hot leads, and most importantly how you can improve upon these results.

Getting access to good quality reports can help reduce wasted spend and direct investments towards tactics that are performing well.

Without a comprehensive reporting system in place, you will not be able to know whether your campaigns are effective. It is worth your while to understand the reporting system of an agency and at what frequency they’ll deliver performance reports.

Have a Conversation Around Market Trends and Competition

The healthcare industry is evolving at a rapid pace due to the pandemic. Keeping abreast of the changes and charting a course for the future of healthcare marketing is something you should discuss with the agency.

With telehealth going mainstream and patient management a high priority, the agency you are evaluating must be aware of these new developments.

Staying a step ahead of the competition requires you to track your competitors, and if your agency is not doing that then it’s time to look for a new one.

Keeping track of new trends and the competitive landscape plays an important role in developing a sound social media marketing strategy. A good agency should be able to inform you about what’s new and what they’re doing to adapt to the new normal.