3 Innovative Ways Healthcare B2B Companies Use Twitter

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  • Dec 17, 2020
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3 Innovative Ways Healthcare B2B Companies Use Twitter

The healthcare companies precisely B2B are rapidly increasing their involvement in digitalization and social media platforms for marketing oneself and setting a brand image in the target market. Twitter seems to be one prominent destination for healthcare professionals or ventures. It has a public social media footprint that works well in introducing one’s business in a formal yet personal way. It also sets the communications strategy right.

However, the growing trend of social media and digital platforms has set an unsaid expectation that all brands must be present on all social media to maximize network. Though we suggest otherwise, it doesn’t matter how many social media platforms you use. You need to be present on the channel that is well-suited for your business type and brings relevance to the final cause. As the B2B healthcare industry is always experiencing some changes on its way, be it technological advancements, new innovations of the healthcare industry or theories, or life science methods, it becomes extremely essential to keep up the communication. Social media has thrown light on the path to interact with the potential prospects, existing clients, and people from the industry to strengthen the bonds.

Below are three innovative ways that B2B healthcare companies can use Twitter and engage with the targeted community!

1. Educate Your Audience about Your Business Frequently

Healthcare ventures, be it B2B or B2C, work on aspects of longevity, quality of services, and, most essentially, on advancements. As a marketer, you can educate your audience about your business ethics, its work, objectives, mission, past works, upcoming works, any product or service launch, client feedbacks or testimonials, etc. You can share a variety of content on Twitter and reflect on yourself to the prospects depending on what may interest them. You can set a communication style and brand tone to keep a uniformity of social media posts.

For example, suppose your company manufactures smart devices. In that case, you can talk about its benefits for the healthcare sector, how it tracks the human body performance, its ability to record details for prolonged times, the accuracy of the information, and much more. Well, it all depends on how you display the content on Twitter. By making major announcements of promotional offers or referral offers, you can win engagement and sales too.

2. Strengthen Bonds, Foster Culture, and display Talent

Everything high tech isn’t related to big brands like Facebook or Amazon. Some new businesses or developing ones also aim to represent a large piece of culture and real talent. Many companies from the healthcare sector also strategize their social media activities remarkably well. To make it even clearer, let’s go back to the time of 2016 when the biotech sector had made more than $7 billion in capital funding, which is 10 percent of the total $69 billion of investment made in the U.S. during the same period.

Healthcare ventures have a cutthroat competition to face every day under the pressure of staying unique and resourceful at all times. For the very same purpose, they choose to use Twitter that not delivers relevant content that is supportive of their healthcare culture but also the kind that builds community and trust.

For instance, you can share work that was volunteered by your employees and how it made a difference to the social cause of events like cancer day or heart day. These events unknowingly connect you to the audience in a stronger way than you expected.

3. Choose Content Wisely For Generating Quality Leads

It is comparatively trickier for B2B companies to generate quality leads as their selling opportunity is not as vast as it is for B2C ventures. To generate maximum leads through social media assistance (precisely Twitter), healthcare firms have to choose their content wisely. As this can cost a lot of funds, companies have to make sure they strategize content marketing for Twitter in a highly-competitive yet budget-friendly manner. From article posts to whitepapers to webinars to videos, all have to be well-strategized to grow the B2B healthcare venture. This will not only introduce your company to real people but also grow your brand recognition for different reasons. It is great to build trust, as well.

Wrapping Up

Twitter is one of the largest social media platforms, with more than 1.3 billion users having an account. This, in itself, calls for a marketing gimmick as it is a box of opportunity for all kinds of business sectors. It is believed that Twitter is one of the most suited channels for the healthcare industry. Therefore, you can use a unique marketing strategy to generate brand awareness, connect with the audience, and maximize business opportunities. By following some of the best marketing practices, you can surely consider yourself at the winning end above your competitors in the longer run.


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Sam Wilson, Consultant