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Twitter Launches New Program to Help Healthcare Providers Stay Up to Date on Latest Industry Announcements

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Twitter Launches New Program to Help Healthcare Providers Stay Up to Date on Latest Industry Announcements


Twitter’s looking to increase the use of the app for connecting health professionals with relevant industry insights via a new partnership with Publicis Health Media (PHM) , which will see Twitter integrated into key healthcare conferences throughout the year, ensuring that more people can keep in touch with relevant announcements, even if they can’t physically attend.

Som förklarat av Twitter:

"As conferences continue to leverage digital platforms to bring attendees together virtually, Publicis Health Media (PHM) and Twitter saw an opportunity to bring contextually relevant video content from healthcare conferences to the Twitter feed and offer a new way for healthcare advertisers to align with this content. To bring this to life, Twitter, PHM and Medscape are introducing “Conference Conversations”, an #OnlyOnTwitter offering that is now available exclusively to PHM’s roster of clients.”

The partnership will see various major health conferences in the US publish pre-conference insights, updates day-of and post-event, and real-time event content via tweet, providing another avenue for health professionals to keep up to date with the latest news and offerings.

And with the Omicron variant now threatening to cause significant disruption once again, partnerships like this provide a critical connector for many, ensuring optimal coverage and reach for providers and experts.

In addition to this, PHM’s clients will be able to run video ads against the Conference Conversations series, helping businesses reach an audience of healthcare providers who are actively engaged in the healthcare conversation in the app.

Which is significant. Twitter says that in 2021, over 155 million tweets about and by healthcare professionals were shared in the app. That presents opportunities not only to PHM clients, but also to any business looking to reach these audiences and decision-makers. By tapping into the surrounding conversations, brands looking to connect with healthcare professionals could glean significant benefit, and this new partnership will bring even more engagement around healthcare to the app.

Annons

It could be worth considering in your process, or at the least, monitoring the related chatter to get more insight into what healthcare professionals are thinking, and how they view the latest updates.

You can read more about Twitter’s new partnership with PHM här.  





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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with de Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download här, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

Annons
Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report här.

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