(This is a brief excerpt from an article I wrote that appeared in the November issue of eHealthcare Strategy & Trends. There’s a link below to access the entire article. The piece is titled “Community Building vs. Narcissism in Healthcare Marketing.” My thanks to Jane Weber Brubaker for her editing prowess!)
Marketing “With” Consumers, Rather Than “At” Consumer
Consumers today expect to be participants in marketing. They engage in the experience. They follow, like, tweet, share, pin, snap, comment and post. Consumers take in information on multiple devices and platforms, at the time and place of their choosing. Their attention is fragmented and they are driven to seek out the information they desire – on their terms. So how do you get them to stop for a moment and engage with your information?
Communities Based on Shared Interests
You create community. A fundamental role of the contemporary healthcare marketer is to create safe environments where consumers and patients can have health conversations, access quality health information, meet our clinicians, and engage with others who are facing similar health challenges.
As human beings we are naturally drawn to others who share our interests. Think
about that initial conversation when you meet someone for the first time. Often that conversation is a search for common ground. Shared interests, once they’ve
been identified, are the foundation for a relationship.
Building Blocks of Community
Most of us already know how to build community. There are basic principles
that we should adhere to whether we’re creating community via a Facebook page,
Twitter feed or any other platform. (continued…)
(To read the rest of this article, published in the November issue of eHealthcare Strategy & Trends, go to http://ehealthcarestrategy.com/lp-community-building-vs-narcissism-healthcare-marketing-4220/