How HealthTech Companies Can Leverage Educational Content on Social Media Successfully

Workdom Marketing
4 min readJan 6, 2023

Let’s face it, educational content and social media go together like peanut butter and…well, mustard. Almost anyone will tell you, “I’m not on social media to learn…I’m on social media to have fun and chat.. that’s why it’s SOCIAL.”

And while they do have a point, one HealthTech company is breaking down those traditional barriers and making it interesting and even worthwhile to learn and be social at the same time.

Meet HealthUnlocked:

Billing itself the world’s largest social network for health, it allows people to connect with others that share the same or similar conditions, sharing tips, stories and more. But if that simply sounds like a glorified Facebook group, keep reading.

A major part of HealthUnlocked’s success is its rich content library. The company regularly shares helpful articles on their blog and social network, helping those users that are interested in learning more about a particular condition. But at this point, their content strategy was pretty much the same cut-and-dried methods that every company uses.

What could they do to stand out?

The Advent Calendar Campaign

One of their most successful campaigns to date was the Advent Calendar campaign. Using a traditional advent calendar format but putting it online, each day a new window could be opened and an informational tidbit about a particular health condition would be shared. This not only piqued users’ curiosity but it also helped to broaden awareness about different health conditions and the importance of understanding them.

HealthUnlocked launched their campaign with the help of other partners who assisted them in their content strategy including the U.K.’s National Health Service (NHS), the Global Colon Cancer ASsociation, Pain Concern and Leukemia Care. Through these partnerships and through their own respective social media channels, they were able to share this unique approach to content strategy on social media, bringing more users to HealthUnlocked as a result.

Think Outside the Box

Although this is a unique holiday spin on a traditional content strategy, it’s worth thinking outside the box when it comes to ways to encourage people to share your content, and this is doubly true of educational content. Rather than making it college-lecture-level boring, think of ways that everyone can benefit from learning more, and make it exciting for them to take that first step!

Looking for other ways to share educational content on social media? Consider these tips:

Break Content Categories Down into Themes

Let’s say you offer a product that allows users to track and manage headache pain effectively. “Pain” is a big and nebulous topic. There are all kinds of reasons for it and it can seem overwhelming, especially if you or a loved one is the one suffering. Even “headache pain” is a big catch-all, as the problem can be a light as a stress headache or something much more serious.

By breaking down the topic into themes or categories based on “types of headache pain” and a warning scale about the severity of each, you can help your users to better understand when to treat the problem at home versus when to see a doctor.

Transform Complex Educational Concepts into Bite-Sized Essentials

Attention spans are shorter than ever. Let’s say you’ve created an educational portal to help parents of children with Type 1 diabetes. If someone’s child has just been diagnosed with this condition, they’re stressed, worried and don’t know where to turn for help. There are TOO many answers online. Help guide them by sharing bite-sized need-to-know essentials and how your healthtech solution can help.

Leverage Infographics and Videos to Help Explain and Engage

Infographics are a great way of distilling information or statistics into steps or tidbits that people can easily understand. Explainer or animated videos can also help demystify complex medical concepts and demonstrate how your healthtech product or service solves the issue.

Create Content for Each Social Media Platform

Last but not least, be sure that you’re creating content for each social media platform. More and more, social networks are preventing or lowering exposure or engagement on videos, posts or publications that come from other social networks. To make sure your content has maximum visibility, create native content for each platform.

The experts at Workdom can help! Contact us today and learn more about our healthtech content strategy and marketing services and let’s work together to create amazing campaigns that get noticed and get shared!



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