Content strategy

Pure are here to help guide you through the pitfalls, which images should you post? When should you post them? What should the caption say? The questions about content strategy are almost endless, particularly if it’s all new to you and you’ve no idea where to begin.

The posts on your social media should be structured and support your healthcare organisation’s goals – whether that’s to raise awareness of a new treatment that sets you apart from the competition or a recent offer.

Whatever you’ve got to shout about, we will create a content strategy and schedule unique to your business, so you know what we’re saying on your behalf and when. The strategy will include hashtag planning, caption writing, and of course, branded design of all posts featuring content from your healthcare organisation.

Campaign Management & Paid Advertising

Social media advertising is a great way to reach and engage your healthcare organisation’s target audiences. Advantages over organic posts include:

Scale-up quick – faster results and wider reach
Target a specific audience, demographics, interests, job titles, etc.
Utilize ‘retargeting’ and lookalike audiences and target people that are likely to engage or convert
When you become a Pure Marketing customer, we’ll work together to establish your campaign objectives, messaging and KPIs. From this, we’ll discuss an appropriate budget and campaign strategy to achieve your healthcare organisation’s social media marketing objectives.

Networking and community building

Community building is an important part of the social media strategy which is often overlooked. Creating a group of loyal followers who share common interests and are actively engaged and supporting your healthcare brand not only demonstrates your popularity online but also allows you to establish authority within your niche, standing you in great stead to attract more patients.

Your community is also the place online where your followers can give you feedback – whether that’s to tell you how great you are in a five-star review or advise you on where you might need to improve.

Communities and networks like these are built and nurtured on social media. The primary method of approaching this is to regularly post content that engages your audience and stirs curiosity about the service you’re offering.

Another huge benefit to building a community online is that it organically increases the chance of word of mouth referrals – and they’re the best kind. People trust other people.

Market Research and Patient Persona Creation

A patient persona is the ‘who? what? when? where? why?’ of digital marketing. Answering these questions allows us to be on the same page about who your target audience is, what they’re looking for and why.

We’ll create a bigger picture overview of each type of patient you see in your clinic, as well as those you’re looking to engage with your healthcare brand. The personas will be entirely fictional, but the information about them (location, age, occupation, interests, shopping habits and more) will be an accurate representation of your target demographic.

This information forms the blueprint for campaigns, allowing us to offer personalised messaging that engages, reassures and inspires your patients.

Sequential retargeting

Sequential retargeting is the smartest way to use social media advertising to guide your community through their patient journey. This type of healthcare marketing takes place over a period of time, as your patients explore what you have to offer and how it could positively benefit their lives or alleviate their symptoms.

Instead of using sales-like lead generation ads, sequential retargeting uses a sequence of informational adverts that systematically target users after they have interacted with the content from the previous step of the sequence. We cap the number of ads anyone is served to reduce ad fatigue and automatically exclude anyone that has already taken an action on-site (completed a conversion) to avoid wasted spend.

Sequential retargeting helps to provide content that is valuable to users and take them along an informational journey, drip-feeding your healthcare brand values and moving down the marketing funnel towards a sales conversion.

Influencer Marketing

When you think of a social media influencer, does your mind conjure an image of a model posing in the latest fashions? If so, you might be wondering how this could be relevant to your healthcare brand.

Because word-of-mouth referrals are so valuable and trustworthy, influencer marketing on a micro-level (under 10000 followers with a track record of strong engagement) is very important to the growth of your healthcare business, particularly those who offer beauty treatments and skin-based procedures.