To Pin or Not To Pin Part Duex
May 31, 2012 Leave a comment
By: Nicole Hangartner, Account Executive Legato Healthcare Marketing
So I already talked about why it makes sense for a healthcare organization to use Pinterest. I also gave three easy ways to get started – exercise tips, healthy recipes and informational brochures and videos. But after attending a Green Bay Area Chamber event called “Pinning Down Pinterest,” I have a few more ideas for you.
Five (more) ways to use Pinterest for Healthcare Marketing
1. Host Contests
Contests are a great way to get your followers actively involved. They’re also a good way to attract non-followers.
Try a caption contest. Pin a funny picture with hospital staff or equipment and have people write a caption for it. Pick the funniest one and give the writer a prize.
Another idea – a good old-fashioned photo contest. Cutest baby, best cast decorations, most creative get-well card… the options are limitless.
2. Create a Physician Bio Board
Many healthcare organizations already have physician bio videos on their website. So why not post them in a place that’s more convenient for potential viewers? A prospective patient is more likely to be on Pinterest then perusing hospital websites.
To create the board simply pin headshots of your doctors, surgeons, physician’s assistants and nurses that link to the bio videos. If your physicians are up for it, get creative with these pictures. And in the comment area, write a little teaser or interesting quote to draw people into the video.
3. Showcase Recent Marketing and Events
Create a dedicated “Portfolio” board where you can pin recent marketing pieces. This is especially great if you use local talent. The people you use will want to re-pin and share the work with their followers.
Another great way to use Pinterest for marketing is to pin promotional pieces for upcoming events. Then, once the event is over, you can post video and pictures from the event.
4. Boost Gift Shop Sales
At the Chamber seminar, one of the most interesting topics was “Pinterest to Purchase.”
Did you know that one in five Pinterest users have bought something they’ve pinned. And 20% of users admit purchasing something off-line that they saw on Pinterest.
“Pinterest to Purchase” describes the platform’s huge e-commerce power. So if you have the ability, create a gift-shop board where people can actually purchase items online.
An easy complement to a gift shop board is a local florist board. Pin pictures of flowers/bouquets from local flower shops. Place the shop’s address in the comment area and link the picture to the shop’s website. This will not only provide useful information to your patients and their families, but it will also create a positive image for your organization within your community.
5. Make a “Waiting at the doctor’s” Board
Personally, this is my favorite idea for how a hospital or clinic can use Pinterest.
Pinterest is easily accessed on mobile devices, so create a board that patients can view while they are waiting for their appointment. Pin fun photos and videos – they don’t even have to be healthcare related. An entertaining, light-hearted board can make the wait easier and may even help ease nerves before an appointment.
A board like this is also a great way to generate word-of-mouth advertising. If a patient enjoys the board, they are going to let their friends and family know what they did while they were waiting at the doc’s.


