LinkedIn is usually not top of the list of social media platforms among health and wellbeing professionals.
The main reason is that wellness professionals see Linkedin as Business to Business (B2B) yet see themselves as Business to Consumer. If this has been your way of thinking, you’re missing a trick.
Everyone on Linkedin is also a consumer
Users may be using Linkedin for work reasons – connecting, researching, posting, even job hunting – but they also have health, and some of those people may have poor health.
A LinkedIn user who is very stressed in their current role may be using the platform to look for a new job. Whilst scrolling, they see a post from you about stress management techniques. They click on your profile and find that you have a free download or, even better, are local to them and before you know it, you have a new client.
Another LinkedIn user may be doing some research for a presentation and is sitting in their chair with terrible back pain. As they scroll through their feed they see one of their connections has liked a post from you explaining how acupuncture is great for reducing back pain. They may not live near you but the idea seed has been sown. Indirectly you have introduced someone to acupuncture’s amazing benefits.
Therapists can be B2B
I mentioned above that many therapists see themselves as B2C and not B2B.
However, if you offer or are thinking of offering workplace therapies then you are providing a B2B service. Your business is performing a service for another business.
LinkedIn is the platform to find workplace connections. An HR Manager or Personal Assistant may have been tasked with looking for a local therapist to offer a health & wellness programme to their staff. Either through the Search function or when scrolling through their feed, they may come across your profile and connect with you.
Conversely, you can use the Search function to help you find local companies to whom you can approach to offer workplace therapies.
Research companies you’d love to work with, use Linkedin to find contacts within that company and then connect with them. Or use search to look for, say, “HR Manager” in your local area. Do not spam them. Instead request to connect with them first and remember to personalise your message.
If you’re worried about GDPR and messaging your connections, since you are doing this on a social media ‘networking’ platform where the whole premise is connecting and networking, then it’s likely to be considered a ‘legitimate business interest’. Ensure you are only messaging your first degree connections. Further reading here.
Have you found LinkedIn useful in your health and wellness business?