Here’s how medical marketers can use relevant hashtags to engage in meaningful conversation and target the right audiences on Twitter.
Though hashtags, which use a pound sign to identify common words or phrases, were originally restricted to Twitter, they’ve now made their way onto nearly every social media platform — and even into spoken language. You’ll seldom find a savvy social media user or marketer who isn’t using hashtags to gain traction, drive engagement, and start conversations.
In the healthcare space, hashtags can be especially salient. That’s because they allow communities to spring up around certain topics or conditions — #spoonies, which references the “spoon theory” of disability, is a popular hashtag among patients with chronic illness. In addition, hashtags like #ThisIsMyLane allow healthcare providers to find and engage in conversation with one another.
However, it’s important to note that hashtags should be used sparingly and strategically. To avoid looking cluttered or spammy, it’s advised to only use one to three hashtags per tweet, and only when directly relevant. Also, while hashtags can be a great way to bring content to the attention of interested parties, sensitivity is vital — it’s not a good idea to reply to a tweet about a condition offering medical services for said condition, as it can feel like a violation of privacy.
Despite these caveats, hashtags can be an incredibly helpful healthcare marketing tool. Generally speaking, healthcare hashtags will fall into one of two categories: chat hashtags, used to participate in conversations, and themed hashtags, which are used to categorize tweets based on subject matter.
Armed with an understanding of these key groups and the leading hashtags in each, medical marketers are ready to dive into the digital conversation. The following hashtags are great places to start:
Medical marketers can try adding these hashtags to their social media posts, as well as incorporating others that are related to the services they offer. Strategic hashtags paired with carefully-crafted copy and engaging content are likely to inspire meaningful conversations and capture the attention of potential patients.