How to Use Infographics for Healthcare Digital Marketing

What are healthcare infographics? Infographics are visual representations of complex concepts or flows and are a great way to communicate your message in a most creative and concise manner. They breakdown difficult to digest information and data into a simple form, that is easy to understand. People usually remember what they see, more than what they read or hear. Graphical and pictorial representations are more likely to create an imprint in the brain than long written content. Moreover, infographics are easier to share on various digital networks, and with your brand logo on it, maybe a great source of branding. It establishes the authority of a person or a brand. Due to the short attention span of users and access to a huge amount of content and information, one has to stand apart from others to catch user’s attention. So what better than an INFOGRAPHIC? In short, there is no doubt that if you are not using infographics, you are falling behind your competitors. And you should make use of this opportunity before it’s too late. 

infographic1 How to Use Infographics for Healthcare Digital Marketing

CREATION

CHOOSE THE TOPIC

First things first, we should have a plan on what topic we want to create an infographic. It’s always better to choose a topic in which you have expertise. This is because only then you remove unrequired layers and simplify a complex topic, into an image. After all, real knowledge is just the ability to present a complex topic simply.

FILTER THE INFORMATION 

So, you are an expert in a particular domain of healthcare and have vast knowledge in the field. You have decided to create an infographic on a particular topic. Now the first step is making a plan what all information is most important, and the remaining one has to be trimmed off. Better concise all the information you wish to include, in bullet points. If it is a study or a meta-analysis, decide the flow and the key study results you wish to put there. If you wish to include some diagrams, select the best quality ones and segregate them.

DECIDE THE DESIGN

Now once you are done with filtering and sorting the content, the next step is how it can be presented in the best possible manner. For example, is it a data that can be just put up in points or tables, or is it a data that requires a flow diagram, or is it a treatment approach that requires an interlinked pictorial representation. This decision is taken based on what is the type of data or information that you are trying to transmit, and what is the best way it can be displayed.

CHOOSE A THEME

Next step is deciding the theme of the infographic. Does your organization have a theme that it uses on its media releases, or any particular character or color combination that people might relate to it? If there is anything, it’s best to use or include that. Otherwise, make an online search for some particular images or color combinations that are standard for your concept and people might relate to them easily.

WHAT FORMAT?

Once the content, flow, and theme are finalized, next comes the shape of the infographic. This is also important, as some unusual shapes may be difficult to be posted on social media as they have their image requirements. Moreover, it may be difficult for the user to comprehend if it is too long or broad. It’s always better if the infographic is standard shaped and the whole content is in the range of vision of the user.

LOGO PLACEMENT

Lastly, putting your brand logo over the infographic. After all. It is being done for the brand building and establishing your authority in that particular domain. So, it is very important to place your logo at a strategic location, where it is easily visible, and also doesn’t hinder the visibility of the infographic image. Also, it’s size should be such that it is comfortably visible, but doesn’t seem to be overtly promotional.

So no you followed the above steps and created a decently good infographic. How to go about its dissemination? How do I share?

Marketing your content is as important, if not more, than creating it.  It has to reach the user in the most effective manner. So how to go about it?

sme How to Use Infographics for Healthcare Digital Marketing

SHARING

ONLINE MARKETING

As most of our users the access to the internet, so online routes of information transmission are much more effective than the offline ones. Moreover, they are more cost effective too.

  1. Social Media – Spreading them through the official social media channels of your brand is a very effective way. We very frequently see such infographics on Facebook, Instagram, LinkedIn, Pinterest, etc.
  2. Website – Your brand’s website is an ideal place to showcase your authority, with the help of illustrative infographics. Overtime, when you have a collection of such infographics, it may be sorted specialty wise in the form of a glossary.
  3. Google – How can we forget that now?
  4. Whatsapp – They may even be circulated in the relevant Whatsapp groups that have the end users.

offlinemarketing How to Use Infographics for Healthcare Digital Marketing

OFFLINE MARKETING

Although online marketing is the boom now, we should never forget the age-old offline marketing that is still very effective and may get you traffic.

  1. Banners and Screens in the patient waiting area or reception may be utilized for them.
  2. Commercial hoardings for displaying ads.
  3. Pamphlets or information guides in the waiting area
  4. Booklet/Brochure that may be handed over to the patient

So, these are some of the ways of dissemination of the infographics. Select what works best and the most cost effective for your organization, and follow that.

 

2017-cancer-awareness How to Use Infographics for Healthcare Digital Marketing

TYPES OF INFOGRAPHICS

Having said that, now I would like to tell you about the process that I used to create an Infographic to complement the educational content on various types of cancers (educational content-based infographics)

Let’s start with the topic and content. The topic was already decided as cancer as I am an oncologist, so what better than that. I decided to include basic information about the most common cancers in the world. So first, I filtered the information for each subtopic that I wanted to include in the infographic.

Then I decided the design which would fit the content in the best possible manner. For example, when explaining the risk factors or symptoms, I chose a point-wise approach. Whereas, for discussing staging, I included anatomical and histological diagrams to represent the tumor, nodal and metastatic stages in the best possible manner. And for Discussing treatment, flow-chart approach suited best, with interlinking and cross-linking.

Once the content and design are finalized, then comes deciding the theme. It is a theme based on a character named Cancerbro. We have used different variations of the character on our website, and on our infographics too. It creates a sense of familiarity and connects with our users and they can easily relate to it, at the first glimpse. So, the same character variations in different poses have been used in infographics at strategic positions.

The shape was kept mostly standard rectangular one so that it was easy to comprehend and could be shared easily on our social media channels and website.

Lastly, our brand logo was placed strategically so that it was easily visible, and also did not hinder the visibility of content at the same time.

This approach was for educational content-based infographics. For motivational infographics, the approach was a bit different. For that, first, a quote (our own or by a famous entity) was drafted and then a relevant image that best fits the quote was selected accordingly.

And the third category we have is fact-based infographics. In this category, we just put a cancer fact in a fixed theme with our character and logo, and plain background.

infofacts How to Use Infographics for Healthcare Digital Marketing

Obviously, it is a hit-and-trial approach always. The first draft is not always the best and final one. Repeated analysis and corrections may be required, to constantly improve upon and create the “wow” effect.

Now, after creation comes dissemination, to market your brand. As we discussed above, we have the options of both online and offline routes. For us, online suited the best we are an online social media and educational platform. We share our infographics on various online social media platforms like Facebook, Instagram, Twitter, etc. Also, we have included them on our content pages on our website to complement the text.

Since we started incorporating infographics in our content marketing strategy, there has been a significant improvement in our following on social media channels. Also, there has been an improvement in website analytics parameters too. Considering this fact, we have decided to keep innovating them more and utilizing them in the best possible manner in the future too.

In case you still haven’t started, I hope I have given you ample reasons and shreds of evidence here to make it a part and parcel of your content marketing strategy. You are definitely missing something, if not using them. Start it before it’s too late.

 

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Dr Sunny Garg is a medical oncologist with years of experience in treating cancer patients. He is the founder of Cancerbro, a social media and educational platform for people affected with cancer.
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