Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.
The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.
Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.
Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.
The advent of social media in the late 1990s-early 2000s had a huge impact on marketing. That impact continues today. 
But these days, many social media users are looking for more than networking with just anyone and everyone on a particular platform. They’re looking for connections and a sense of belonging. This is particularly true of younger users, who tend to look more to their peers for opinions and recommendations. Gen Z, in particular, has its own set of rules and typically doesn’t respond well to more traditional marketing approaches.
Micro-communities, a category of digital campfires, exist on the large social platforms like Facebook groups, Close Friends on Messenger and Slack. Members of these communities are looking for others who share their interests or goals with whom to network and share. Access to a micro-community can vary and is typically limited – some are invitation-only, some require initial vetting by answering questions and some are even paid.
Brands and marketers can reap benefits from engaging with micro-communities, but it’s important for them to realize that these groups are more than just virtual meeting places. Members of these groups trust the information and interactions of their fellow members. It’s not the volume of participation that matters so much as the engagement and insight quality.
However, it can be a tightrope walk for brands going into micro-communities. Overtly commercial content or content that doesn’t align with the group’s purpose or interests won’t be well received. There must be a real desire to engage with the group, bringing true value and working to build relationships that will last. Ways to accomplish this include:
