By Beth Cooper
Fellow healthcare marketers, the time has come to declare LinkedIn a professional necessity. As you sip your morning coffee, remember that your LinkedIn network is not just waiting; it's thriving with opportunities.
This step-by-step guide contemplates that you’ve already built out your profile with things like a picture, bio, and skills. This is exactly how I grew my LinkedIn to over 10k followers.
Step 1: actually logging in + connecting to people
First things first, make it a habit to log into LinkedIn every morning. Open a tab for it when you’re booting up your email, calendar, and marketing automation system. Lack of consistency is probably the biggest hurdle to overcome.
When sending a connection request, mention a mutual interest, an element of their profile you admire, or recent industry news. But, keep it short and human.
For example, "Hi Jenna, I noticed we both attended the Digital Health Summit. Your insights on patient engagement technology are awesome. Let's connect!"
Step 2: content is not just king; it's the ace in your deck
Now, let's talk content. Choose the subjects you’ll be posting about. For us, it’s likely healthcare advancements, new tech in the industry, and B2B marketing nuggets.
Sharing is caring. A great way to produce quick, easy content -and- building rapport is by “re-sharing” articles from your network about trending topics in healthcare marketing with a quick note in the caption with your thoughts or insights. For example, share an article like, “Top 5 Digital Marketing Trends in Healthcare for 2024,” and add your own take on it.
Set a reminder on your calendar to post at least once a week. Don’t fall into the trap of overthinking. Here’s another reminder: perfect is the enemy of good.
Step 3: joining + thriving in LinkedIn groups
There are some fantastic LinkedIn groups where healthcare marketers gather. Groups like “Healthcare Sales and Marketing” or “Healthcare marketing, communications and education professionals” are goldmines for insights and networking. Just search “healthcare marketing groups” and click “join.”
Step 4: the art of the follow-up
After connecting, send a follow-up message. Maybe something like, “Thanks for connecting, Keisha! I saw your post on innovative patient engagement strategies and found it very insightful. Would love to hear more about your work in this area.”
Why LinkedIn matters in healthcare marketing
In healthcare marketing, it's all about trust and credibility. Building a strong network on the current most popular professional social media site helps build thought leadership and important connections in our space.
Your LinkedIn network is a living, breathing ecosystem. Nurture it with thoughtful engagement, consistent presence, and genuine curiosity. Remember, every connection is a potential collaborator, client, or friend in the healthcare marketing world.
Here’s a weekly checklist you can use to grow on LinkedIn:
Monday: connect + grow
- Monday morning: Log in to LinkedIn.
- Monday task: Send 10 personalized connection requests. Focus on professionals in the healthcare industry who share common interests or have mutual connections. Mention a specific detail about their profile or a recent post they've shared to make your request stand out.
Tuesday: share + engage
- Tuesday morning: Browse your feed for interesting posts from your network.
- Tuesday task: Share a post from someone in your network. Add your own insight or commentary to the shared post, relating it to healthcare marketing trends or your personal experience.
Wednesday: publish your thoughts
- Wednesday morning: Reflect on a recent trend, news, or a common challenge in healthcare marketing.
- Wednesday task: Write and publish a short post or article. It could be your take on a recent development in healthcare technology, marketing strategies, patient engagement, etc. Engaging with your network through original content is a great way to establish your voice in the field.
Thursday: join group discussions
- Thursday morning: Log in and visit LinkedIn groups relevant to healthcare marketing.
- Thursday task: Participate in a discussion or start a new one in a group. Share your insights, ask questions, and engage with responses.
Friday: endorse + appreciate
- Friday morning: Review the profiles of a few connections.
- Friday task: Endorse your connections for skills you genuinely believe they excel in. Feeling productive? Write a recommendation for a colleague or peer you've worked with closely. This not only strengthens your relationships but also encourages others to reciprocate.
Saturday + Sunday: rest, reflect, and plan the next work week
AI disclosure: AI was referenced for a minor portion of the content creation of this blog; the core ideas, perspectives, and the majority of the wording are authentically my own.
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