National health observances create awareness for important public health topics, raise money for research and make important services available to the public. By celebrating national health observances as part of your practice’s digital marketing strategy, you can gain new patients, educate your community, and create awareness of your brand.
Here are 3 easy steps to plan, execute and maintain a social media marketing campaign for a national health observance holiday:
1) Planning
Crafting a promotional campaign for your chosen health observance is your first step. Planning it all out beforehand will keep you on track, make it easier to execute and give you a better idea of the entire scope of the campaign. To get started: find a list of annual observances, choose the ones that matter most to you and your community, and start building out your timeline. Once you have that framework in place, you can begin thinking about content and execution.
2) Promotion
Make sure that the holidays on which you focus make sense for your discipline. For example, a dental practice can find many promotional opportunities in observances such as National Gum Disease Awareness Month, National Gum Care Month, American Heart Month and Great American Smoke Out. Next, have your content already created and ready to go for the campaign. Content can include in-office decorations, branded theme graphics, related offers, community stories, and promotion of relevant procedures or services. With everything in place, you are all set to take off!
3) Engagement
National health observances open up wonderful opportunities for practices to forge connections with their audiences. You are not a cold, faceless medical practice. You are a member of a community in which you hold a great deal of knowledge and authority. Use these holidays to show that you are tuned in to the world at large and that you care about the issues within your field. Open a platform for your audience and respond to all comments or questions that may come your way. Also encourage your followers to spark conversations among themselves! Engaging with your audience is not only beneficial for your digital brand but also shows that you are actively involved with your field outside of just your practice. Remember, all your work will be for nothing if you ignore your audience!
With the implementation and follow-through of these three easy steps, you will be able to cultivate national health observances holidays into opportunities for community engagement and digital brand growth.
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