The Importance of Choosing the Right Content for Borrowed Channels

The Importance of Choosing the Right Content for Borrowed Channels

Social media has become such a crucial part of marketing and building a brand reputation in today’s world. Borrowed media, which refers to the media that is not officially created or controlled by a company, but instead is created and shared by its customers, employees, or other external parties, has a significant impact on a company’s total reputation.  According to a report by Edelman, social media is the most-trusted source of information, with 53% of respondents saying they trust information found on social media platforms. Additionally, a report by Sprout Social found that 75% of people have purchased a product because they saw it on social media.


Healthcare providers should not overlook the power of social media in their marketing efforts. By leveraging social media platforms, healthcare providers can build their brand and reputation, educate their patients, and engage with their target audience. However, you have to choose the right platform that suits your content and reaches your target audience. Different social media platforms have different types of audiences, and the content that resonates on one platform may not work on another.


In this article, we will explore why social media is an essential tool for medical professionals and how they can create a strong social media strategy that fits their target audience. If you are a healthcare provider looking to make the most out of your social media marketing efforts, keep reading.

Understanding the Differences Between Borrowed Channels

There are several borrowed channels that businesses and medical professionals can leverage to build their brand reputation, including Facebook, Instagram, Twitter, LinkedIn, and others. Each of these channels has its own unique characteristics and caters to a specific audience.


For instance, Facebook is an excellent platform for you to connect with your patients, share educational content, and promote your services. With over 2 billion monthly active users, Facebook is the largest social media platform in the world, making it an ideal channel to reach a broad audience. Healthcare providers can create Facebook groups to engage with their patients, and post educational content to build trust and credibility. On Facebook, you can share longer-form content, such as blog posts and articles. Visual content, such as images and videos, also performs well on Facebook. To tailor your content to Facebook’s audience, focus on creating content that is informative, educational, and shareable. Use images and videos to help your content stand out in users’ newsfeeds.


On the other hand, Instagram is a visual-centric platform that caters to a younger audience. It is a great platform for healthcare providers to showcase their work, share behind-the-scenes stories, and build their personal brand. Healthcare providers can use Instagram to share their patient success stories, offer advice, and post photos and videos of their work. To tailor your content to Instagram’s audience, focus on creating visually stunning content that showcases your services, products, or team members. Use hashtags to increase your reach, and engage with your followers by responding to comments and direct messages.


Twitter, with its limited character count, is an ideal platform for healthcare providers to share quick updates and news, engage in conversations with their patients and colleagues, and stay updated with the latest healthcare trends. Twitter also allows you to connect with other healthcare providers, share research studies, and collaborate on projects. Twitter’s audience is highly engaged and loves to interact with brands and businesses. To tailor your content to Twitter’s audience, focus on creating short, snappy content that encourages engagement and conversation. You should also use hashtags to join trending topics and increase your reach.


LinkedIn, a professional social networking platform, is an excellent channel for healthcare providers to build their professional network, showcase their expertise, and share their work experience. You can use LinkedIn to connect with other healthcare professionals, publish research papers, and post job openings. To tailor your content to LinkedIn’s audience, focus on creating informative, educational content that showcases your expertise and industry knowledge. Use LinkedIn’s publishing platform to share longer-form content, and engage with your connections by commenting on and sharing their posts.


It is important to understand the unique characteristics of each of these borrowed (social media) channels to create effective content. A one-size-fits-all approach may not work, as each platform has its own audience, style, and expectations. By tailoring the content to each platform and its specific audience, you can create engaging content that resonates with your target audience, builds their brand reputation, and improves their marketing efforts.

Choosing the Right Channel for Your Target Market

Now that we’ve covered the basics, we need to talk about how to select the best channel for reaching your target audience and generating desired outcomes- like more bookings. To effectively reach your target audience, you must first learn where they spend the most of their time online. By doing this, you’ll be able to develop a social media strategy that will truly connect with them.


One common mistake that healthcare providers make is trying to be active on every social media channel available. While it’s nice to have a multi-channel presence, maintaining an active presence on each of those channels is impractical. Attempting to do so can lead to distraction, which many times leads to ineffectiveness in executing the social media strategy and waste of resources.


Instead, it’s recommended to commit to no more than two social media channels. You can develop a more focused and efficient plan if you limit the number of channels you’re using. Focusing on fewer channels allows you to put more energy into producing content that truly connects with your audience.


The two channels you select to focus on should be consistent with the interests and actions of your target audience. Instagram and Snapchat, for instance, could be better suited if your target audience is comprised of young adults. But, Facebook and LinkedIn could be more appropriate if your audience are more mature

The Importance of a Strong Social Media Strategy


To leverage social media’s potential in improving your marketing effort and building your brand, you need a comprehensive social media strategy. It’s important to remember that each social media platform has its own unique audience and features, and a tailored strategy for each channel is necessary to reach and engage with the peculiar audience per channel. 


For example, the average exposure per view on Instagram is significantly higher than that of Facebook (0.36% vs 0.05% respectively) This means that content posted on Instagram has the potential to reach a wider audience than on Facebook. Therefore, you should consider investing more time and resources in Instagram as part of your social media strategy.


To create an effective social media strategy, you should consider the following tips:


  • Define your goals: Identify the specific goals you want to achieve with your social media efforts. This will help you tailor your content to meet those goals.

  • Understand your audience: Conduct research to understand your target audience’s demographics, interests, and behavior on social media. This will help you choose the channels and create content that resonates with them.

  • Tailor your content: Create content that is tailored to each social media platform and its unique audience.

  • Consistency is key: Consistently post high-quality content that aligns with your brand voice and message.

  • Engage with your audience: Respond to comments and messages from your audience to build relationships and increase engagement.


In a nutshell…

Borrowed media has become an essential tool for any professional, including healthcare providers to build their brand and reputation, educate their patients, and improve their marketing efforts. However, choosing the right channel and creating a tailored strategy is crucial for success. Healthcare providers must understand the unique characteristics of each platform and tailor their content to each audience. You must choose quality over quantity especially when it comes to followers (an active, well engaged following is better for the algorithm), and engaging with them is essential for building a strong online presence. 


Asides from using Social Media, Health Provider Directories like Medical Mecca are valuable assets to enhance your online presence and connect with potential patients. Medical Mecca is a platform designed specifically for healthcare providers by healthcare providers to increase visibility, showcase your services, and connect with potential patients. Medical Mecca provides direct links to your owned and borrowed channels and is therefore an excellent tool for healthcare providers to leverage in their social media strategy by directing traffic to these sites. 


Similar to social media platforms, Medical Mecca allows healthcare providers to create a profile and post content tailored to their audience. However, unlike social media, Medical Mecca is dedicated solely to the healthcare industry. Acting like a search engine, it makes it an ideal platform for healthcare providers to connect with potential patients who are actively seeking their services.