Pinterest is the hot new social media phenomenon. But will it succeed in the long run? Many believe Pinterest’s unique place in the social media atmosphere will help it succeed, while some critics believe privacy issues might hint at a bumpy road ahead.
For hospital marketers, the overlap of the key healthcare decision maker + the demographic of the average Pinterest user — higher income women ages 18-34 — is more than enticing. (TechCrunch). This is one obvious case for Pinterest’s value in healthcare marketing strategies — but is it worth precious marketing dollars and time? Read on to find out.
Value to Healthcare Marketers
Another sell for healthcare marketers is Pinterest’s ability to generate web traffic. Pinterest drives more referral traffic than Google+, LinkedIn + YouTube combined, according to Shareaholic. Impressive numbers — made all the more impressive knowing most of these visitors are our coveted female, 18-34 demographic.
Who’s on Pinterest?
Dayton Children’s Medical Center
Also, there has yet to be a healthcare or wellness listing within Pinterest; so in order to be noticed, you must direct people to boards/ page directly. Using social media to generate traffic to your hospital’s Pinterest page is a great way to go, but Pinterest isn’t likely to generate unsolicited traffic.
Finally, it might be hard to justify the extra time + resources spent cultivating your presence on Pinterest. Not only is there no analytics component to measure brand performance within the site, but there’s also the intimidating thought of developing a whole new social media presence.
Pinterest is a fun, visually stimulating + inspiring approach to communicating with hospital consumers, but whether or not it will be viable in the long-term is still too close to call. At the very least, hospitals should keep their eyes open for any new opportunities that are bound to present themselves with Pinterest.
Is Pinterest worth your hospital’s time and valuable marketing resources? Let us know by leaving a comment below.