Javara - Social Media Lessons
Social media lessons which Javara can learn from their competitors include: getting a YouTube channel, providing current crisis information, blogging, and utilizing Twitter more effectively. We have examined each of these in more depth below.
- YouTube is a video sharing platform used by over 2 billion persons worldwide, not used by Javara.
- Javara’s competitor, PMG Research, employs this tactic, posting inspirational, user-generated content on their page.
- Their videos are comprised of patient and physician stories, research information and testimonials.
- These videos appeal to the target population of health care researchers and providers such as Javara.
- By providing testimonials and opinions of patients that have used the company’s services, persons are able to get an unbiased view of the practice.
- In the healthcare system, actively using social media comprises facilitating communication during emergency or crisis situations.
- With the recent Coronavirus (COVID-19) outbreak, persons are readily seeking information. Social media is an effective avenue of instantly alerting the wider public about changes in crisis situations such as a disease outbreak.
- PMG Research has several posts on their LinkedIn and Twitter pages, speaking to the global situation that is occurring.
- Although Javara has made one post on LinkedIn, pertaining to COVID-19, this post is just informing consumers that their services will not be affected.
- No further information about the virus or the outbreak on a whole is provided on their Facebook, Twitter, or Instagram pages.
- Using social media to provide awareness and prevention information during crisis situations, like the COVID-19 outbreak, is vital to spreading knowledge amongst healthcare workers, civilians and persons in remote areas.
- Utilizing these platforms allows for the rapid transfer of relevant information and the control of misinformation.
- In recent times, blogging has become a mandatory staple in a business marketing plan.
- Blogs are the oldest social media platform and allow health care providers to provide detailed information in an informal, and narrative way.
- PMG Research implements this social media strategy, with a page of informational posts as well as blogged testimonials.
- Blogging increases traffic to a website, providing more content and avenues for prospective customers to find the company.
- Providers are encouraged to think about the questions patients and consumers may have, and post consistently based on these. With those questions answered, consumers are encouraged to find out more about a business.
- Twitter is considered a “high-priority” social media platform for healthcare providers.
- Elligo Health, unlike Javara, is consistently posting on Twitter every day. Their posts are a combination of research and company information, as well as general medical-based content.
- Top health organizations are noted as tweeting on average, three times per day. However, Javara tweeted almost a month ago.
- Social media are largely used for education and the spread of information. Live-tweeting embraces this, providing many avenues for interactive learning.
- This, in turn, increases the trust of consumers in the organization and drives popularity.
To conduct our research, we visited Javara's website to investigate the social media platforms the company utilizes. We then proceeded to reviewing the social media pages of Javara’s competitors, that is, PMG Research, Elligo Health Research, Circuit Clinical, and Theradex Oncology Experts.
We then visited Visiting PMG Research’s LinkedIn and Twitter pages where we immediately came across posts about the imminent COVID-19 outbreak currently happening. No information of this nature was found on any Javara’s profiles showing a lack of focus on current and crisis events. PMG Research was also found to have a YouTube page consisting of testimonial videos from patients and physicians, informational videos, and more. This social media platform is not used by Javara.
When the social media pages of Elligo Health and Circuit Clinical were observed, more interaction was seen with its customers in comparison to Javara’s pages.
We also visited industry related websites such as Health Care Guys, Health Care Success, Patient Pop, and Convince & Convert.