Search Is Social, and Social Is Search
How AdventHealth plans for a future when some consumers interact with the brand only on social.
// By Wendy Margolin //
That people use social media for search is nothing new. It’s why every health care organization invests in social content and ads. What’s changing is that social media content, like Instagram Reels, TikTok, and YouTube Shorts, is becoming the only place some consumers find brands.
AdventHealth is planning now for a future where some users interact only with its brand on social media. Whether it’s direct messaging, tagging, or even one day making appointments on social media, marketing leaders at AdventHealth plan to be ready to meet patients where they are.
Carolina Anthony, executive director, digital marketing, AdventHealth
“The adage ‘search is social, and social is search’ led us to completely change the way we think about social media. We’ve updated our social strategy to make sure our content is discoverable and aligned with consumer behavior across both social platforms and search,” says Carolina Anthony, executive director of digital marketing at AdventHealth.
Read the full article to learn how search is changing on social media and to find out how health systems should respond.