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Rethinking Social Media: What Healthcare Brands Get Wrong About Trust
Authenticity is Key
Brittany Quemby, VP of Marketing at Swaay.Health, is responsible for turning everyday social posts into meaningful conversations. In a recent discussion, she shared how B2B healthcare organizations can effectively use social media, why authenticity is key, and where digital engagement is heading.
Key Takeaways
Trust Is the Only Metric That Matters
Too many brands still see social as a numbers game. But in a relationship-driven field like healthcare, credibility is what shortens the sales cycle. Social platforms have become a place where smart companies are building trust long before a handshake or demo.
“I think social media is less of a lead gen engine and more of a trust builder or trust accelerator,” said Quemby. “When your brand consistently shows up on social media and you’re providing good insights and human interaction and engagement, you’re really building that trust at scale.”
Put People Front and Center
Logo impressions don’t equate to engagement. The posts that travel farthest often come from staff, customers or founders who share a peek behind the curtain. It’s about being someone the reader/listener/viewer can relate to.
“Rather than just having the brand do most of the talking, it’s really interesting to have different people from behind the scenes engaging,” shared Quemby.
For audiences weary of corporate voices, seeing real people speak from experience feels like a breath of fresh air…and a reason to stop scrolling.
Play It Unsafe – In the Best Way
If your social feed feels predictable, so will your brand. Healthcare marketers have a habit of playing it safe – doing what others do, rather than letting their unique brand voice fly.
“A lot of companies are afraid to go outside the box,” lamented Quemby. “We play it very safe. Those safe posts come off as unauthentic and boring. People love real people, real problems, real experiences, and even failures.”
When you break from the standard, you stand out. It not only gets attention, it shows that you are real and someone worth following. That is the start of an online relationship which eventually earns trust.
Authenticity Over Algorithms
According to Quemby, the future of healthcare social media isn’t masting the algorithm; it’s about being human. Every authentic comment, imperfect story, and face behind the logo adds to a brand’s credibility.
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By Swaay.Health TeamAuthenticity is Key
Brittany Quemby, VP of Marketing at Swaay.Health, is responsible for turning everyday social posts into meaningful conversations. In a recent discussion, she shared how B2B healthcare organizations can effectively use social media, why authenticity is key, and where digital engagement is heading.
Key Takeaways
Trust Is the Only Metric That Matters
Too many brands still see social as a numbers game. But in a relationship-driven field like healthcare, credibility is what shortens the sales cycle. Social platforms have become a place where smart companies are building trust long before a handshake or demo.
“I think social media is less of a lead gen engine and more of a trust builder or trust accelerator,” said Quemby. “When your brand consistently shows up on social media and you’re providing good insights and human interaction and engagement, you’re really building that trust at scale.”
Put People Front and Center
Logo impressions don’t equate to engagement. The posts that travel farthest often come from staff, customers or founders who share a peek behind the curtain. It’s about being someone the reader/listener/viewer can relate to.
“Rather than just having the brand do most of the talking, it’s really interesting to have different people from behind the scenes engaging,” shared Quemby.
For audiences weary of corporate voices, seeing real people speak from experience feels like a breath of fresh air…and a reason to stop scrolling.
Play It Unsafe – In the Best Way
If your social feed feels predictable, so will your brand. Healthcare marketers have a habit of playing it safe – doing what others do, rather than letting their unique brand voice fly.
“A lot of companies are afraid to go outside the box,” lamented Quemby. “We play it very safe. Those safe posts come off as unauthentic and boring. People love real people, real problems, real experiences, and even failures.”
When you break from the standard, you stand out. It not only gets attention, it shows that you are real and someone worth following. That is the start of an online relationship which eventually earns trust.
Authenticity Over Algorithms
According to Quemby, the future of healthcare social media isn’t masting the algorithm; it’s about being human. Every authentic comment, imperfect story, and face behind the logo adds to a brand’s credibility.