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Webinars

Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.

 

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The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.

Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.

Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.

 

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The Latest Hospital Digital Marketing Articles

 GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

Engaging Millennials and Gen Z As Their Social Media Use Declines

Just as marketers have finally gotten the hang of the social media thing, two important segments of their audience are starting to bail on them. With the exceptions of Snapchat and Instagram, millennials and Gen Z are moving away from the major social media platforms. millenials

According to The Social Habit 2019 Study from Edison Research, US social media users aged 12-34 displayed these trends between 2017 and 2019:

  • A drop of 17 percentage points in Facebook use, from 79% to 62%
  • Twitter use decreased by 7 percentage points, from 36% to 29%
  • Pinterest use was down 5 percentage points, from 36% to 31%
  • Decreased LinkedIn use by 2 percentage points, from 23% to 21%
  • Unchanged use in Snapchat, stable at 62%
  • Instagram was the only social media platform to show increased use during the time period – up 2 percentage points, from 64% to 66%.

So how do marketers engage with these groups if they’re using social media less?

  • Forget traditional sales pitches and ads. Millennials and Gen Z are unpredictable during their buyer journeys. They don’t like cold sales pitches and they ignore conventional ads. They want companies to engage with them in an authentic manner.
  • Mobile engagement. If your site isn’t mobile-friendly, be prepared to lose customers, especially younger ones. Research has shown that two-thirds of customers visiting a mobile site are more likely to make a purchase when that site is optimized for mobile. In addition, if a site is non-responsive to mobile access, 61% of visitors will leave the site.
  • Be authentic. Values such as transparency, authenticity, honesty and character are important to millennials and Gen X when choosing brands to support. One report found that two-thirds of millennials believe that “being true to their values and beliefs” makes a person or brand rise above others.
  • Build trust and loyalty by always answering questions at every touchpoint. This takes a thorough, detailed content plan in order to link your content to the intent of your users in a consistent manner.
  • Remember that younger people like email, too. Email may be “old school,” but it’s still an effective method to reach your audience, even millennials. A study from ClickZ found that almost three-fourths (73%) of millennials and over two-thirds (68%) of Gen Z prefer to hear from brands via email.
What strategies does your organization use to reach millennials and Gen Z?

Coming Soon!