![]() In an age where online health misinformation is rampant, building brand trust with your patients is more critical than ever. Omnipresence positions your brand as an authority in the digital health sphere. The more impressions you can deliver to these prospective patients across multiple social media channels, the more of their trust you can earn. Because if you are not present on your prospective patients’ social media platforms, you may struggle to earn recognition as an authoritative source or gain their trust. This is especially true if you’re competing for market and attention share in the D2C digital health space. Achieve Authority and Earn TrustĬlosely related to brand recognition, brand authority might be the single most crucial factor when aiming to become a household name in your industry. The more patients who see your brand across all the platforms they use, the more they will be interested in your message. However, the demographics of its user base continue to expand, and it is increasingly likely that many of your patients will begin using the platform (if they are not already).īy becoming familiar with the different social media platforms available to your brand-and the audiences that use each-you can determine which provide the best opportunity to build your brand recognition. There is a misconception in the marketplace that TikTok is a platform for young users. TikTok, on the other hand, is the fastest-growing social media channel. Despite its saturation and targeting limitations, it remains one of the most important social media platforms for building brand presence and recognition. Facebook’s users span demographics, ages, and genders more than any other social media platform. As such, D2C digital health brands should continue investing to increase brand recognition. And because Facebook still boasts the most users out of all social media platforms, its advertising is more competitive than ever before. The most important thing to understand when choosing which platforms to prioritize is which audiences use which platform-and which of those audiences you desire increased brand recognition with.įor example, Facebook remains one of the most enduring social media hubs. From Twitter to TikTok, each platform offers unique advantages concerning targeting, ad formats, and more. There’s no single right answer about which social media platforms your D2C digital health brand should be active on. ![]() 4 Clear Benefits of Paid Social Marketing Omnipresence 1. However, such hesitation bars you from the four main advantages of being omnipresent in social media marketing: recognition, authority positioning, robust full-funnel marketing, and reduced price sensitivity. The questions you will need to ask yourself related to costs include: How do we choose which platforms to prioritize? How much capital do we budget for each one? Many brands balk at the perceived expense and time it will take to establish a brand on new platforms while maintaining a consistent presence on the platforms where they are already active. There are media and production costs to consider, as well as the costs to partner with expert social media management. Building an authentic brand omnipresence requires a dedicated investment of time and resources to succeed. If your paid social media strategy’s scope is short-term and focuses on gaining a few conversions, then social media ubiquity isn’t for you. To successfully harness the power of omni-channel marketing, brands must think in broader strokes about budget, media marketing, industry best practices, time management, creative resources, and many other strategic areas. ![]() The road to omnipresence might sound expensive, overwhelming, or even impossible to brands at first blush. This means that when a patient is ready to take action on a healthcare purchase or sign up, your brand will be top of mind. If your D2C digital health brand achieves omnipresence on social media, your brand name, products, and content can reach patients across all paid social media platforms. When it comes to being pervasive on social media, where does your D2C digital healthcare brand begin? The Power of Being Everywhereĭigital marketers have come to embrace the concept of omnipresence. Every strategy must be considered in the context of your brand, patient expectations, and business goals. Eighty percent of today’s paid social media users report using at least one social media platform to research medical information and providers-so it stands to reason that D2C digital healthcare brands should step up their paid social media advertising efforts.īut figuring out how to build a robust paid social media strategy across multiple platforms isn’t easy.
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