Social Media and Medical News
Sometimes, it seems that ‘social’ is the marketing buzzword of 2016. Everywhere you look, you’re being told: YOU NEED TO BE ON SOCIAL.
It’s easy to see why. Across our GP mastheads, traffic from Facebook has increased more than 155% compared to in 2015. These days, Facebook is the way a growing number people get their news – and as we know already, GPs are people too!
So, it’s obvious why social is a key part of any media or marketing strategy. But what do HCPs want to see and engage with while they’re on Facebook?
Breaking it down
We had a look at the top 10 stories from Australian Doctor, Medical Observer, and 6minutes that received the most traffic from Facebook in the month to 24 October 2016, and sorted them into five core categories: Medicolegal, Teaming, Professional, Medical, and Personal.
This graph clearly shows that on Facebook, GPs have an appetite for professional news. When something directly impacts on your work or your livelihood, it’s compelling enough to make you take action.
The second most popular category is medical news. A common theme with these stories is that they challenge doctors’ knowledge (scroll to the bottom of the page for all headlines).
Addressing a knowledge gap is a great way to engage your audience – curiosity and the need to fill that gap is a powerful motivator.
Top Stories by Masthead
These next images show how many stories from the five categories appeared in the top 10 for each website.
Australian Doctor had the widest range of content, but overwhelmingly it was Professional stories that took out the most spots.
On Medical Observer, Professional news stories narrowly missed the top spot. Personal stories showed up the most, and with the introduction of a blog feature to the site it seems that demand for this type of content will continue to grow.
Interestingly, 6minutes had no personal or teaming articles make the top 10. However, it was the only one of the three sites where medical news stories completely dominated the list.
The take-home message is know your audience.
Within the GP community, there’s a wide range of individuals, with varying interests, needs, and motivations. It’s easy to lump them all together as ‘GPs’, but in the end you’re doing yourself (and them!) a disservice.
Get to know what speaks to your audience, and focus on delivering quality experiences – through social, as well as your other marketing channels.
Ashleigh Gardiner is Digital Marketing Manager at Australian Doctor Group, and will be speaking at PRIME Academy this November – CLICK HERE to learn more about the event.
See all headlines for top stories from Facebook below:
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[/cq_vc_todolist][vc_empty_space][cq_vc_todolist header=”Top articles from Facebook: Medical Observer” headercolor=”#ffffff” headerbackground=”#000000″ icon=”fa-gavel ,fa-leaf ,fa-fire-extinguisher ,fa-medkit,fa-coffee,fa-question-circle ,fa-heartbeat ,fa-user-md,fa-laptop,fa-exclamation-circle” iconcolor=”” isclickable=”no” itembg=”border”]
[/cq_vc_todolist][/vc_column][/vc_row][vc_row][vc_column][cq_vc_todolist header=”Top articles from Facebook: 6minutes” headercolor=”#ffffff” headerbackground=”#000000″ icon=”fa-leaf,fa-female,fa-child,fa-coffee,fa-thumbs-o-up,fa-money,fa-smile-o,fa-hospital-o,fa-medkit,fa-gift” iconcolor=”” isclickable=”no” itembg=”border”]