A strategic state of mind

Improving digital communications

Visuals for a Clinical Audience

  • WHO: ClinicalAdvisor.com social media feeds
  • WHERE: Haymarket Media
  • HYPOTHESIS: Using photos with images of food – not clinicians – would result in higher engagement from Twitter and Facebook. Customizing stock photos with text overlays would producer higher engagement compared with unedited stock photos.
  • PLAN:  Reposition editorial from Whole Grains Foundation as myths about whole grains and weight loss and use that positioning across social media channels.
  • RESULTS: Tweets and Facebook posts that contained photos of food resulted in higher likes, favorites, and click-throughs than photos of clinicians, challenging a widely held editorial rule to only use healthcare-specific photos.

Read full article on ClinicalAdvisor.com