Looking back over 15 years of digital marketing, while the technology is always advancing, the objective remains timeless—to tell meaningful stories that motivate and change behavior. Whether 2006 or 2021, PROPELLER never loses sight of staying at the forefront of digital innovation, bringing the right story to the right customer at the right time. Follow all year as we compare how strategic execution has evolved with our digital expertise paving the way.

Social Media

Hint: HCPs are people, too!

The 2006 Experience

In the early years of social media, reaching HCPs on more personal platforms (at the time, Facebook and Twitter) was not the standard

Even though HCPs were on these platforms for personal consumption and connection, the power of social was not tapped into in its fullest

To that end, marketers leaned heavily on professional networks—such as LinkedIn and Doximity—to reach HCPs through an organic post from the company or organization page, as well as through targeted paid posts

The 2021 Experience

Today, we aim to reach HCP customers where they are in more meaningful and personalized ways. HCPs are heavy social users, with more than 90% using some form of social media (NCBI), making it an ideal environment for talking to them authentically

Social platforms and their various products have accelerated in popularity and use. For example, TikTok, Snapchat, Instagram, and Clubhouse are newer to the market yet have unmatched engagement when it comes to unique users and time spent, with the average person spending 2+ hours every day on social media

Social engagement is also another rising opportunity for reps to strengthen their relationship and meet their HCPs where they are, posting relevant content that lives in their Facebook or Twitter feed and/or sent in a direct message. It also elevates the rep authority and expertise in the space in the eyes of the HCP

In such an ever-evolving space with robust opportunities to target and connect with HCPs, more and more healthcare companies will continue to use social, finding creative ways to blend professional and personal content