Social Media and the Creator Economy for Health Marketing

Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today, Ben Ellenbecker is joining us to talk about the ways social media has been reshaping brand storytelling within the healthcare industry and B2B marketing as a whole. Ben is a social media strategist who has been helping household-name brands create impactful content and tell their stories for more than a decade. It is now clear that healthcare brands need to part of the social media party, even accepting platforms like TikTok and blending education with entertainment to capture attention. We’re focusing on the concept of “social first” marketing strategies, exploring how even B2B brands should be thinking in terms of content, leveraging the creator economy, and replacing highly polished content with more personal, raw videos. Key takeaways: 1. Unlocking the Creator Economy: The conversation breaks down the creator economy's role in revolutionizing healthcare marketing. We unpack the strategic utilization of creators as vital resources, producing content that not only engages but also educates, ensuring that healthcare organizations can stay relevant and relatable in the fast-paced world of social media. 2. Creating a Team: Sara and Ben discuss the importance of marrying strategy, creativity, and community management within a team. Whether through hiring in-house or partnering externally, these pillars support the construction of an effective and responsive social presence tailor-made for healthcare's unique digital challenges. 3. Understanding TikTok: Ben spotlights the unexpected power of TikTok for B2B, advocating for healthcare brands to harness the platform's potential. He offers insights into producing content that doesn't just resonate with Gen Z but also sets a viral trend across various social channels, proving pivotal for healthcare narratives aiming to make a widespread impact. 4. Navigating Regulations: In a highly regulated industry, Sara and Ben discuss the balance between compliance and creativity. Discussing proactive engagement with regulatory bodies and leadership, they pave a pathway for healthcare brands to design effective content strategies that not only meet guidelines but also bring enriching, authentic stories to the forefront of social engagement. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. https://www.youtube.com/watch?v=fspNMO1i3bU&t=134s About Ben Ellenbecker Senior Social Consultant Ben is a senior social strategist who, over the past 13 years, has led content and storytelling for some of the world's most impactful brands, including The United Nations, Google, American Cancer Society, IBM, Nintendo and more. He specializes in helping companies make meaningful connections with their audience through social content and campaigns. He currently runs a consultant practice based here in Minneapolis.