3 HIPAA-Compliant LinkedIn Marketing Strategies for Healthcare Practices

LinkedIn is known as a great platform for professionals to build their virtual resumes on and nurture connections made throughout their career. But LinkedIn isn’t just for job-seekers; it’s a powerful tool that healthcare organizations can use to stand out, attract top talent and build a strong brand.

Healthcare practices can leverage both organic content and paid advertising on LinkedIn to expand their reach and increase their ROI. While it’s important to ensure that you are HIPAA-compliant and don’t target patients directly, there are many ways to use LinkedIn to share your expertise and achieve marketing goals.

Physician Recruitment

With over 1.1 million U.S. physicians and surgeons and 3.4 million U.S. nurses on LinkedIn, healthcare organizations have a valuable opportunity to connect with and recruit top talent.

LinkedIn gives organizations flexibility in how they share their job postings. Free job posts are a good choice for those with few hiring needs. However, the free option has some limitations, such as reduced visibility and the number of applicants accepted. For greater exposure, you can pay to promote job posts, which boosts a job’s visibility in search results and other sections of LinkedIn.

If you want a more strategic recruiting approach, LinkedIn allows you to advertise jobs in a highly targeted and personalized way. Jobs Ads help organizations tailor ads to LinkedIn members based on their profiles. By setting up a paid advertising campaign, you can encourage job applications while targeting specific audiences based on location, specialty, experience level, current job title and more!

Corporate Wellness Programs

LinkedIn is the ideal platform for healthcare practices to promote their corporate wellness programs. Healthcare organizations can advertise a variety of health and wellness services to employers who may be interested in implementing these programs at their companies. Services may include health screenings, preventative care workshops, onsite health initiatives, employee health benefits, occupational medicine and more.

With paid advertising, organizations can:

• Reach Decision-Makers Directly: If you want to attract specific companies to your services, you can target ads to key roles (such as HR directors) within your target organizations.
   
• Create Geo-Targeted Campaigns: For example, if you are targeting a nationwide company but want to focus on regional locations, you can direct ads to the company’s locations in your desired area.
   
• Focus on Specific Industries: Reach decision-makers at companies in high-stress industries or target industries that may need your specific services, such as manufacturers that require DOT physicals for their drivers.
   
• Narrow by Company Size: Tailor your ad messaging to reflect the goals of different company sizes. For example, smaller companies might focus on cost-effectiveness due to limited resources, while larger companies may benefit from scalable services.

By using LinkedIn’s strategic advertising capabilities, your key marketing messages will reach the right decision-makers in the right industries and locations.

Thought Leadership

Organizations can create LinkedIn company pages to help page visitors learn more about their business. These pages are an excellent way to highlight aspects of your company that align with your goals and resonate with your audience. If someone is evaluating your company through its social media, it is beneficial to have content that appeals to the page viewer and emphasizes your organization’s expertise.

For example, if physician recruitment is a priority, your company page is a great place to feature aspects of your organization that would attract potential employees. This includes highlighting your company’s values, mission and employee benefits. You may also want to consider sharing employee testimonials that reflect your organization’s positive work environment.

Or, if you’re focusing on promoting corporate wellness programs, sharing content such as health tips and blogs that align with your services will help build trust and credibility with potential clients.

You can also share content that engages current and potential patients by highlighting your organization as a healthcare thought leader. Popular types of organic LinkedIn content include:

• Articles and blog posts
• Case studies
• Success stories
• Infographics
• FAQs
• Patient testimonials
• Videos
• How-to Guides

You can then monitor your posts’ performance to see which types of content and topics resonate most with your audience. From there, you can adjust your content strategy.

Don’t Forget the Importance of HIPAA-Compliance!

As a HIPAA-compliant agency , we constantly emphasize the importance of ensuring that all content protects patient privacy, which ultimately helps protect your organization.

When considering both paid and organic LinkedIn marketing strategies, make sure you remain HIPAA-compliant by:

• Never sharing any Protected Health Information (PHI) on LinkedIn. PHI is any data that could identify a patient, including their name, birthdate, diagnosis and more.
• Always requesting explicit consent when collecting patient testimonials.
• Understanding LinkedIn’s privacy policy .