Repurposing Social Media In Healthcare Advertising

Whether you are marketing a pharmaceutical or biotechnology product,
a medical device, a hospital, or any other healthcare brand, the
content you create for one social media purpose offers opportunities
for further use in other social media as well offline media
outlets...and vice versa. The cross-platform, cross-promotional
possibilities are countless.For example, let's say you are going to
exhibit at an upcoming conference...Announce your participation on
your website home page.
Offer more details on a conference microsite.
Send an email with a link to the microsite.
Promote your participation in a pre-meeting edition of your
e-newsletter.
Archive your e-newsletter on your website.
Develop literature to distribute at the conference.
Include your website URL in all literature.
Provide downloadable PDFs of your literature on your website.
Announce the conference on your Facebook page; include a link to your
microsite.
Before, at, and after the conference, send Tweets providing updates on
your activities and including a link to your microsite.
Run an ad in the online and print versions of the conference program.
In the online ad, include a link to your microsite.
In your print advertising, offer your e-newsletter and provide your
website URL.
Post photos of your exhibit booth, or of you and customers and
colleagues, on your Facebook page and your website.
Offer a comment about the meeting on your LinkedIn page.
Send invitations to the contacts you met at the meeting to link with
you on LinkedIn.
Send a post-conference email to your database, thanking those who
visited you at the meeting and looking ahead to your next activities.
Write an e-newsletter article about your successes at the
conference.These are just a few examples. The goal is to distribute
your message through all appropriate online and offline media, and
capitalize on cross-fertilization.More bang, less buckWith so many,
and so many cost-free, options to network and to distribute your
messages, you can now amortize the cost of those efforts that aren't
cost-free--website development; literature writing, design, and
printing; or exhibit booth development, for example--across more
applications.To ensure the effectiveness and cost-effectiveness of
diverse communication tactics, engage the services of an experienced
healthcare advertising agency. The synergy of multiple communications
in multiple media is powerful: one plus one can equal three. A good
healthcare advertising agency will help you achieve this synergy.