Based on SPR’s healthcare influencer research, we’ve put together a list of “key ingredients” that help a healthcare executive become an influencer/thought leader.
From our research, we’ve found that all of the following pieces are critical for success:
- Messaging that is relevant, engaging, unique in tone and perspective, constant, and widely disseminated.
- Visual content as well as text.
- Relevant information from credible sources.
- Integration of events, social media, publishing, media.
To recap from our previous influencer blogs, here are four simple, yet effective, methods of achieving influencer status:
- Focused, accessible messaging.
- Integration across channels.
- Proactive influencer engagement.
- Intensify self-publishing/brand journalism.
So what’s the secret sauce to cutting through the chatter and getting noticed?
Answer: Amplifying Your Message
- The key to being successful with influencer marketing is having a distinct platform as a subject matter expert and providing relatable and newsworthy information on a continuous basis. This means strategically providing content to the general public, your colleagues and of course the media. Providing a stream of new and shareable content elevates the conversation and uplifts the message in a way that is beneficial for society, creating a platform for your healthcare organization and/or executive as an influencer. For example, this can be accomplished on Twitter by posting an article, data, study or opinion that you or your organization has published on trending or critically important topic that elevates the healthcare dialogue. One way to do this is to hold a Twitter Chat to engage with the public, influencers, and your Twitter followers. Twitter chats could be strategically organized so that your content sharing and Twitter discussion prompts engagement and creates opportunities for additional followers and leadership on issues.
- Another strategy is to post videos. The videos could be of the healthcare executive providing insights, of key concepts that are explained through the use of white board/explainer videos, or post infographics of data, a survey, or an opinion that advances the story of your vision. It’s key to incorporate photos and videos as much as possible in order to create the online traffic flow needed for the influencer platform and to build the library of content that others want to share (including the media).
- Engage and interact daily on social media. Recognizing that social media is the go-to platform to create the amplification of your message and the foundation for building your influencer status, your healthcare organization and healthcare executive needs a strategy that enables daily interaction and engagement on Twitter, as well as Facebook and LinkedIn to create a digital library of your accomplishments and vision. Online platforms are your megaphone in a crowded marketplace of digital communications and infinite subject matter experts. In order to be heard and recognized for your vision, you must excel in social media.
- Infuse your messaging with themes that will be of interest to your audience. For example, Atul Gawande’s central theme in all his outbound messaging focuses around the idea that medicine itself is sick and needs to be healed through reformative measures. Sanjay Gupta, another top healthcare influencer, focuses on the new and inspiring healthcare stories to engage with his audience.
Keeping in mind our insights from the other influencer marketing blogs, you should be ready to embark on your own influencer marketing journey.
Need a refresher? Read our influencer marketing blogs below:
If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.
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