Thanks to the wonders of internet and smartphone technology, human beings can now enjoy instant access to anything with only a few clicks. On the surface, this ease of access would seem to suggest that people are more connected than ever. Yet, a 2018 study by Cigna found that almost half of Americans feel alone and isolated without a community.
This striking statistic would suggest that, despite technological advances, people crave community just as much as ever — yet don’t always know how to find it. Healthcare brands can and should capitalize on this desire by taking deliberate steps to build community. The more seriously you take this goal, the great your customer engagement and overall business success will be.
Benefits of Community Building
Businesses often downplay the importance of community building because they don’t understand the benefits of such engagement. Here are three direct benefits of community building.
Boosted Local Impact
A recent study conducted among rural communities found that 95% of participants reported a strong sense of pride for the community they lived in. This compelling statistic proves that humans have an inborn sense of it. Businesses that focus on building brand awareness within specific communities can, therefore, reap rapid rewards.
Such local impact strategies owe a lot of their success to the effectiveness of word-of-mouth marketing. In fact, 83% of people trust the recommendations of family and friends over other forms of advertising. To boost the rate of word-of-mouth marketing, businesses must take efforts to maximize top of mind awareness among consumers.
For businesses in the healthcare industry, sponsored wellness stations make a great way to keep your brand visible at the local level. Hand-sanitizing kiosks make an effective way to share values, while also building brand awareness organically.
Focusing on building communities does not just benefit a business in terms of growth. A strong community also provides a valuable source of feedback, helping to guide your company in the right long-term direction. Customers who feel a strong sense of community tend to offer thoughts and opinions much more readily.
This sort of information allows you to better understand your customers’ needs and desires. High engagement rates also increase the aura of positivity surrounding your brand.
Increased Consumer Spending
When it comes to your healthcare business’s bottom line, community engagement plays a huge role. Accenture recently released an impressive study, which found that 2/3 of consumers will actually spend more money on brands they feel loyal to. Retaining consumers and fostering loyalty directly impact your overall earnings.
To generate this kind of loyalty, a business must provide more than just a product. Customers need to feel that they share your company’s values. They also need to feel understood and supported by your brand. Sponsored wellness stations offer an excellent way to build this kind of rapport with customers.
Keeping Your Community Engaged
Community building is an ongoing aspect of company branding. Once you have fostered one, you must continue doing work to ensure that your customers stay engaged.
To begin with, you must ensure that the content you deliver your customers is relevant to their area and demographic make-up. Don’t just jump on the same bandwagon as your competitors. Instead, focus on developing internal expertise, polling customers, and performing in-depth research on industry trends. Never be scared to test out different approaches to find the most effective one.
Target Your Ads Correctly
Sponsored wellness stations allow you to effectively woo customers with your advertising content. Yet that doesn’t mean that just any advertising strategies will work. Generally speaking, the best ads use emotion, sentimentality, and feelings in order to convey a brand’s messages and values.
The length of your ads also plays a large role in their success. Be sure you understand the ideal length for your different markets. Younger generations respond more readily to shorter, mixed media content. Older generations, by contrast, prefer longer content.
Reach Out to Terraboost
As the healthcare market grows increasingly competitive, companies find it harder and harder to build a community. Fortunately, Terraboost understands what it takes to get through to customers. With 72,000 hands sanitizing jumbo wellness billboards, Terraboost reaches as many as 200 million customers per day. For more information on leveraging this incredible marketing opportunity for the benefit of your business, contact the experts at Terraboost.