Why Successful Health IT companies Never underestimate Social Media

Is your digital marketing as effective as your face-to-face marketing?

Digital channels can be as effective in triggering a dialogue about your health IT products as face-to-face selling, according to a recent survey done by Bain & Company.

Websites and digital channels of B2B companies burst with product information, but few really offer insight about how the products truly solve customers’ problems.

The Harvard Business Journal published an article, Social Media Works for B2B Sales, Too, stating:

“One effective way to make a strong impression with buyers early in their search is to develop authentic, insightful content and syndicate it through relevant channels where buyers can easily consume it. Content that speaks to customers’ pressing needs — such as speed to market, cost reduction, reliability, and reputation building — proves more influential than traditional advertising or a sales brochure that outlines features and functions.” 

A good example is IBM’s security business. The company had roughly 23,000 followers on LinkedIn in January 2016, compared to 45,000 at the time of writing this blog. This is where they raise awareness and gets useful feedback from their target audience through the volume of “likes” and comments. IBM also has the IBM Security Access Manager/Tivoli Access Manager group, with 2,635 members, for separate conversations among group members.

As a PR agency specializing in health IT public relations, Ripley PR has helped many technology companies succeed with effective social media strategies.

Here are few ways how health IT public relations can help you:

  • Create content that shifts buyers’ perceptions. This includes blogs, case studies, webinars and white papers that answer pertinent questions about your products that potential buyers have.
  • Share content on the right social media platforms that reach your target audience. Not all social media platforms work for all types of businesses. Identifying which platforms will be the most effective channel to reach your target audience is key to a successful strategy.
  • Leverage each social media platform’s functionality to provoke conversation. Building an audience and positioning your business as a leader in your industry will go a long way in provoking dialogue about your products. Tactics, like creating a LinkedIn Group or using boosted posts, will help you connect with the right audience.

If you are interested in learning more about ways social media can help you grow your business, contact Ripley PR today.


Celeste Vlok, Senior Brand Manager

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