Monitoring The Pulse of Healthcare Social Media

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In this week's issue:
  • What role will marketing play in the evolution of healthcare?
  • Video content is set to boom in 2017
  • Key takeaways from Content Marketing World #CMWorld 2016
  • Which marketing channels have the best ROI measurability?
  • 3 social media marketing legal issues you should be aware of
  • Twitter's new, longer tweets are coming

What Role Will Marketing Play In The Evolution of Healthcare?

Healthcare is undergoing a transformation unlike any it’s seen before. 

The modern healthcare marketer has to combine the knowledge and skills of marketing, brand building and customer experience, as well as work within a highly regulated environment and navigate the new media landscape that most other marketers in industries like consumer goods take for granted.

This combination of highly regulated promotion with the almost semi-regulated digital world is colliding, and healthcare marketers need to navigate these turbulent waters in their daily lives.

These are the views of Ritesh Patel, Chief Digital Officer of Ogilvy CommonHealth Worldwide, shared by him in a recent interview. Driven by the perfect storm of technology, legislative changes and patient demands, the healthcare ecosystem of tomorrow will be vastly different from the one we know today.

To help understand the role marketing will play in this evolution of healthcare, check out the interview with Ritesh on the eConsultancy blog. 

Video Content Is Set To Boom In 2017

It’s no secret that video content is on the rise. By 2019, video content will be the driving factor behind 85% of search traffic in the US. 

Whether it’s Snapchat, Instagram, or Facebook, video content on social media is what marketers need to focus on in 2017. Additionally, marketers must understand how each social channel is optimizing its platform to allow for more video content in users’ feeds, and how brands are using video content to engage their followers.

Healthcare brands should anticipate their audience to expect them to offer video content. It is predicted that marketers will be creating more video ads in 2017, especially on Facebook and Instagram, as they yield more engagement and higher click through rates than traditional static ads.

Check out this NewsCred article for an overview of where social video is set to go in the coming year. 

Content Marketing World 2016: Key Takeaways

Last week, over four thousand marketers gathered together to immerse themselves in the world of content marketing.

The 2016 Content Marketing World conference was filled with insights from some of the top content marketers on the globe. The Top Rank Marketing team who were in attendance shared some of the key takeaways, on topics ranging from building an influencer marketing strategy to creating momentum with content marketing. 

Read Top Takeaways and Words of Wisdom From Content Marketing World 2016 


Which Marketing Channels Have the Best ROI Measurability?

Executives say email and search are the two marketing channels for which it is easiest to measure return on investment (ROI), according to recent research from Millward Brown.

The report was based on data from a survey of more than 300 senior leaders of brands, agencies, and media companies.

Online ads are seen as having the third-easiest ROI measurability after email and search. Direct mail ranks fourth. Webinars are seen has having the hardest ROI measurability, followed by events/conferences and content marketing.

Download Millward Brown's Getting Digital Right study to learn more. 

3 Social Media Marketing Legal Issues You Should Know About

Social media marketing may seem like the wild west when it comes to the law, but it's not. As social media becomes an integral part of business, more rules and regulations are put into effect to keep consumers safe. 

Social media is literally at the palm of anyone’s hand, and this can make it seem like a relaxed environment. But as a business or brand, you are automatically open to more issues than someone posting online for personal reasons. And some of the most common reasons why brands are getting in trouble for can be prevented.

This Social Media Today article discusses three basic social media legal issues - using music, images and videos, and running promotions - and how to stay the right side of the law.

Infringement Or Fair Use: Knowing The Difference

Social Media Quote of the Week

Stand By For Twitter's Longer Tweets

Twitter is about to make a big change to the way that tweets work.

Twitter first announced plans to stop counting extras like photos, videos, and user polls toward the limit back in May, but gave no firm date on when the shift would occur. The Verge independently confirms September 19th as the date of the planned rollout, when Twitter will cut down on exactly which types of content count toward the platform's 140-character limit. Media attachments (images, GIFs, videos, polls, etc.) and quoted tweets will no longer reduce the count. The extra room for text will give users more flexibility in composing their messages.

Another new adjustment to the character limit is that usernames will no longer count when they're at the beginning of replies, giving users additional room for discussion. It's unclear whether all of these changes will occur simultaneously.

Read Twitter's new, longer tweets are coming September 19th

Social Media Quick Tip

Find out what's trending around the world with TrendsMap

TrendsMap lets you know which topics are trending on Twitter across the globe.  By tweeting about these topics - especially if you can somehow tie them in to your niche, you can gain exposure and new followers.

The Social Six

  1. LinkedIn Launches Conversion Tracking
  2. Twitter Rolls Out New Features for Direct Messages
  3. Facebook Moments App Now Features Joinable Moments
  4. Tumblr Will Add Affiliate Codes to Links
  5. Instagram Adds Mute, Save and Colored Text Options to Stories
  6. Hootsuite Adds Support For Personal Google+ Profiles 

Something To Say?

Do you have any social-media questions I can answer?  What are your biggest challenges in online marketing?  Or perhaps you have a success story you’d like to share?

Send an email to and I'll be happy to respond to your questions and comments. 

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Marie Ennis-O'Connor · PO BOX 135 · Dubllin, · Ireland

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