Social media can strengthen healthcare B2B integration
The success of B2B partnership in servicing the healthcare industry is, as with any industry, very dependent upon quality of communication between partners, and between B2B partnerships and their customers. That communication is about more than data; it’s about raising awareness, increasing demand, and enhancing credibility.
A tool too seldom considered for this kind of communication is social media, which is now ubiquitous, flexible, and very low cost. Dodge Communications has suggested a set of strategies for integrating social media into healthcare B2B integration in ways that strengthen it.
B2B healthcare’s connection to both customers and providers cuts across a broad demographic, in all quarters of society. It’s wise, then, to cultivate content that provides and stimulates communication via as many appropriate social media platforms as possible, to target all the desired age groups, workplace environments and other relevant demographics. Leveraging different social media channels for the specific demographics they cater to is a wise direction.
Dodge Communications has also stressed the importance of consistency in maintaining social media channels. The manner in which specific messages are categorized and the rate of regular messages per category is important; customer and provider expectations will be both established and fulfilled by continuity in messaging.
Finally, Dodge has made the point that two-way communication between partner companies and customers/providers is essential, to provide necessary feedback for process improvement and the fine-tuning of service delivery expectations. Moreover, that same feedback mechanism can enhance customer acquisition, becoming a means of establishing a positive relationship as prospects become customers.