For B2B healthcare companies, social media drivers are all equal

By Brad Dodge on March 24th, 2009

As is the so often the case, B2B differs from B2C yet again. This time, with social media drivers. Like B2C, B2B companies need to exploit social media vehicles to generate Web traffic and product demand. And like B2C, B2B companies need to exploit social media vehicles to boost page ranking within search engines. But unlike B2C, B2B brands--especially in healthcare--need to use social media vehicles to grasp thought leadership opportunities, to establish credibility, even to educate a crowded market that their category exists and can deliver demonstrable benefits to the challenges the market faces. Too often companies think they have greater brand awareness than they do, and think the market--even if the market IS aware of their brand--understands the compelling reasons why their product or service is a must have for the market. The key is repetition. Reaching out with a clear message, over and over again, to a market that has little room for more information. Social media gives companies that exact opportunity in an affordable, achievable vehicle.