by Dr. Nikhil Varude | 22 May 2023
In today’s digital age, social media platforms like Instagram and Twitter provide powerful opportunities for hospitals to expand their reach, engage with their audience, and drive user engagement. One effective framework for creating viral content is Nir Eyal’s Hook Model.
In this comprehensive guide, we will explore how hospitals can apply the four-step process of the Hook Model specifically to the healthcare industry.
We will provide real-life examples, case studies, and actionable tips, and highlight potential pitfalls and ethical considerations to equip hospital digital marketers with an effective and ethical framework for achieving virality on social media platforms.
Step 1: Trigger
Triggers are the first step in the Hook Model, designed to capture users’ attention and prompt action. In the healthcare industry, triggers can be created by tapping into common health concerns, trends, or awareness campaigns.
For example, during flu season, a hospital could create content on “Top 5 Flu Prevention Tips” or “Myths vs. Facts about Flu Vaccines” to trigger engagement and provide valuable information to users.
Step 2: Action
Once a trigger captures users’ attention, the next step is to motivate them to take action. Hospitals can create engaging healthcare-related content that encourages users to share, like, comment, or tag others.
For instance, a hospital can post a “Did You Know?” series on Instagram or Twitter, sharing interesting and lesser-known health facts, and encouraging users to share their thoughts or tag friends who would find the information valuable.
Step 3: Variable Reward
To sustain user engagement, hospitals need to provide variable rewards that keep users coming back for more. This can be achieved by creating diverse and interactive content.
For example, a hospital can develop a series of health challenges or quizzes, offering rewards like health-related giveaways or personalized consultations to participants. This approach provides a sense of anticipation and excitement, keeping users engaged over time.
Step 4: Investment
The final step in the Hook Model is to encourage users to invest in the relationship with the hospital by creating a sense of ownership or personalization.
This can be accomplished by involving users in content creation, such as sharing patient success stories, hosting contests for user-generated content, or inviting users to ask health-related questions that the hospital can address in future posts. By actively involving users, hospitals can foster a sense of community and loyalty.
Real-Life Examples and Case Studies:
A hospital shares the journey of a patient who successfully battled cancer, creating an emotional and inspiring story that resonates with users.
This content triggers empathy and engagement, encouraging users to share their own stories or support the patient through comments and likes.
A hospital launches a social media campaign on World Diabetes Day, sharing informative posts on diabetes prevention, management, and personal stories of individuals living with diabetes.
By providing valuable content, users are motivated to take action, such as sharing posts or participating in diabetes awareness events.
Actionable Tips for Creating Viral Healthcare Content:
1. Focus on user-centric content: Address common health concerns, debunk myths, provide tips, and answer frequently asked questions to offer value and engage users.
2. Utilize visuals: Incorporate compelling images, videos, or infographics that are visually appealing, attention-grabbing, and easily shareable.
3. Leverage trending topics: Stay updated with current health trends, awareness campaigns, or seasonal health concerns to trigger timely and relevant content.
4. Encourage user-generated content: Invite users to share their stories, experiences, or health tips, fostering a sense of community and encouraging engagement.
5. Collaborate with influencers: Partner with relevant healthcare influencers to amplify your content