Optimizing LinkedIn for HIT Marketing

Optimizing LinkedIn for HIT Marketing

By Dodge Communications on January 9th, 2014

What started as the world’s largest professional network has now become a hub for promoting thought leadership content and generating leads. With a membership composed of professionals and businesses of all shapes and sizes, LinkedIn is the ideal B2B environment. What is it that makes this medium so great for healthcare public relations and marketing?

LinkedIn is unlike any of its social media counterparts. Dedicated to professional networking, the site hosts active groups for almost every industry and job function imaginable. In fact, there are currently over 1.5 million healthcare professionals registered to network. LinkedIn Groups offer one of the best ways to market your business and build influential relationships, but the right strategy is needed to be successful. Below are a few ways to optimize LinkedIn participation for healthcare marketing:

Identify Group Opportunities. The first step is to search for and focus on three to five groups that represent your target market. You also have the opportunity to create your own LinkedIn Group to fit your target market.

Target the Most Popular Discussions. The most popular discussions will have a larger number of likes and comments, and as a result can have more visibility.

Create Your Own Discussions. When done in a consistent and non-promotional manner, starting your own discussion thread can be a powerful thought leadership tool. Combined with targeting other discussions, this tactic not only has the potential to build visibility and authority within a LinkedIn group but also establish you or your company as a thought leader. 

More and more businesses and healthcare professionals are turning to LinkedIn for marketing products and services. For an example, Dodge Communications has its own LinkedIn group designated for B2B Healthcare Communicators in which members frequently share healthcare public relations and marketing best practices.

With an audience full of decision makers and executives, it is clear why this platform can be ideal for sharing updates, building a stronger brand presence, promoting events and more. How is your organization optimizing its healthcare strategy with the use of this platform?