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.
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