3 Ways Content as a Service Helps You Win at Social Media

Healthwise Communications Team

Editor’s note: In this blog series, we’ll explore ways that structured content adds value to healthcare organizations who need new ways to create, manage, and distribute large amounts of content. In this post, we’ll look at ways CaaS helps you reach online users who increasingly rely on social media for health information.

In a recent survey, 41 percent of online users say that social media influences which doctor or hospital they choose. But only 31 percent of providers and 26 percent of hospitals use social media. That’s a major disconnect between the expectations and actions of consumers and healthcare marketing.


Online users increasingly rely on social media for information about managing their health. Social media offers a unique opportunity to connect with consumers and promote healthy living. But winning the social media game is challenging. Creating content from scratch every time you need something to publish can be demanding, inefficient, and expensive.

Staying active on social media requires a ton of content and a huge time investment. And, once you have accurate, consistent, and evidence-based health information, you need to keep it updated and accessible, so your marketing team can use it instantly. Many healthcare organizations are considering a content as a service (CaaS) solution as part of their overall marketing strategy to make sure they have content that’s ready to publish anywhere, including social media channels. Sure, social media is just one area in your content distribution plan, but it’s one that’s full of opportunity and promise.

diagram of structured content


As an enterprise content solution and part of your social media strategy, a structured content model like CaaS makes it easier for you to:

  1. Engage with consumers and patients in real time.

    CaaS helps you create and sustain relationships with consumers and patients on social media forums or networking sites because it provides you with flexible content that you can post on any social media platform. You can add fresh, engaging content often to keep patients interested. People can easily share your content with their friends and contacts on social media—spreading your message even farther.

    Patients have a growing trust in health organizations with a social presence. In fact, one recent study found that 57 percent of consumer decisions to receive treatment at a healthcare facility are strongly influenced by that provider’s social media connections.
  2. Support population and preventive health initiatives.

    Healthcare organizations can also use social media as a platform to distribute information about seasonal and common health conditions, diseases, and other public health issues to help prevent or control these occurrences. CaaS keeps you on the mark with the topics you need—up-to-date, accurate, and ready to deploy to multiple channels.

    Using social media as a platform to communicate about preventive care like health screenings and immunizations is an efficient way to get those seasonal messages out so people are more empowered to manage their health.
  3. Inform and educate people with accurate information.

    Healthcare professionals know that consumers and patients are doing online research about their health and what conditions they think they may have. They’ve had to correct misinformation or confusing health content that patients find in online searches. With one source of health information, like CaaS, marketers can post the most accurate, current content and increase the amount of trusted information that social media users find online.

    Many CaaS models use application programming interface (API) technology to be sure content is updated in real time. It’s a modern, simple way of ensuring that you’re distributing the freshest, most accurate content available.

When it comes to information about managing health, the social media sphere is a popular place for consumers and patients to look for reviews and recommendations. And this trend is likely to increase over time because of the rising use of social media by younger people. Over 90 percent of people between the ages of 18 and 24 trust medical information that’s spread through social media.

As new social media channels continue to become available, there will be even more opportunity to drive traffic to your website, attract new patients, and keep current ones happy. Consider a CaaS solution when you need more social media content than you ever have before.

Want to know more about how CaaS can help you keep up with content demands? Check out The Healthcare Marketer’s Guide to Structured Content.


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