How Henry Ford Health System Uses Pinterest to Engage a Key Audience: Moms
// By Jane Weber Brubaker //
If you’re trying to reach mothers — the primary healthcare decision-makers in most households — then Pinterest may be an attractive opportunity for your health system. As of October 2020, U.S. monthly active users on Pinterest numbered 98 million, and more than 78 percent are female. Pinterest reported in March 2019, the month before it went public, that 43 percent of U.S. internet users use Pinterest, and eight out of 10 are moms.
If your health system is creating great content regularly, then Pinterest can be a successful addition to your content and social media strategies, helping you build your brand, attract the right audience, and drive potential customers to your website. On December 2, marketers from Henry Ford Health System (HFHS) participated in an HCIC master class, “Three Unique Uses of Social Media in Healthcare.” The three uses included Pinterest, influencer marketing, and TikTok. In this article, we will focus exclusively on Pinterest.
“People on Pinterest are looking for advice,” says Suzanna Smentowski, marketing and digital content writer for HFHS. “If they’re already online, why not meet them online with health and wellness information?”
At HFHS, insights gleaned from Pinterest’s analytics have inspired new ideas for blog posts or for content on other social media channels. “We use trend reports to bring information back to our blog editorial meetings,” says Shaylyn Brady, digital marketing associate for HFHS. “Our philosophy is, if it’s trending on Pinterest, they’re more than likely having conversations on other social channels on the same topics.”
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