Healthcare continues to be one of the main topics Americans search for online. Google has upped its special healthcare searches to 900, and some 85% of people who used the internet say they have searched for information about health.
Pinterest, a popular secondary search engine for many of its hundred million plus users, is increasingly used to find health-related information, to save aspirational health-related ideas like healthy recipes or workout routines, and to share health information and ideas. With health and fitness among the most popular search topics, Pinterest is another great place for healthcare professionals and wellness companies to be.
How can you make best use of Pinterest for your practice or healthcare facility?
Provide authoritative information.
The Centers for Disease Control and Prevention are one of the most trusted sources of information on health and healthcare — but you’re one of the most trusted sources of information for your patients and clients. You don’t have to be cute or clever if your followers know they can trust you to offer reliable information for the topics they care about. Notice that the CDC has zero likes, even though they have 1,000 pins and more than 5,000 followers. Likes are social currency, but they may not be the best metric for your practice or your organization. People may not Like what they learn about the health effects of smoking, but that knowledge could change their lives.
African Americans have special healthcare concerns, statistically speaking, and Black Doctor offers specific information for this community. Are you in a position to offer specialized information for the community you serve? If so, make your patients’ lives easier by providing that information in a place where they can find it and follow it conveniently.
Curated content on specific conditions, environmental issues, health concerns that are relevant in your geographic area, and in languages other than English are other specialties to consider.
Establish a community.
Pins and boards about your facility and your community can provide a sense of belonging. Notice how Sarasota Memorial mixes up news and information about their facility with fun boards. The quality of the images they use is one of their strengths.
It’s easy if you go this route to end up with a “Me!Me!Me!” look that won’t engage patients or prospective workers, so make sure to balance pins that might feel promotional with those that are entertaining and informative.
Customize for your audience.
Maven’s boards on “Women in Art” and “Vintage Medicine” aren’t obvious choices, but they balance the boards showing Maven’s team and they speak directly to the target audience. Check out what others in your field are doing at Pinterest, but don’t be afraid to stand out from the herd.
Not only do boards like this help demonstrate your brand, they can also bring people from your target demographic to your account. If you know that clients at your spa are concerned about nutrition, make boards on nutrition. If you offer Mommy and Me fitness classes, make boards on things that appeal to moms. You may reach people who wouldn’t otherwise learn about you.
Pinterest visitors enjoy pretty pictures, but they really want recipes, tutorials, and ideas they can use. EasyHealth Living is the account of an individual, not a medical facility, but it’s still a good example of ways to make friends and influence people on Pinterest.
Practical Pinterest boards make good choices for any health-related organization. See how Koru Naturals, an ecommerce company selling health and skin care products, incorporates their products into a board featuring yoga poses and relaxation techniques:
They use pins that link back to their product pages and their blog, as well as curated pins leading to health and wellness sites.
Pinterest can be an excellent platform for health and wellness companies, nonprofits, practices, and facilities.