Are you wondering how to use Pinterest in healthcare marketing, since it’s often viewed as just a visual search engine? You’re not alone. Many people assume Pinterest is only for recipe ideas, DIY crafts, outfit inspiration, or travel blogs. However, Pinterest also provides a powerful marketing opportunity, not just for businesses, but also for healthcare providers and organizations. This platform can introduce your practice to a wider audience, drive website traffic, generate leads, and attract new patients.
So, if you’re not yet using Pinterest for your healthcare marketing, now is the perfect time to start. Rely on experienced healthcare digital marketing services with expertise across Pinterest, Facebook, LinkedIn, and more to boost clicks and engagement for your website.
What Is Pinterest and How does Pinterest Help in Healthcare Marketing?
Pinterest is one of the largest social networks online, with over 450 million monthly active users worldwide. On this platform, boards are created around a certain topic, and users add or “pin” images or videos related to that topic on the board. Audiences can subscribe to these public boards, and communicate with the board creators via comments on their pins.
In short, Pinterest is a visual discovery engine that is an image-dominant social network that gives users access to a plethora of creative content. What makes Pinterest a unique and powerful social media platform is that it isn’t just a space for random images or videos, but an area where businesses in many different niches have experienced great success.
If you’re still thinking “HOW”? Let’s take a look at some numbers that may help you understand the sheer magnitude of this platform.
Pinterest Statistics and Their Marketing Potential
Pinterest Usage Statistics (2024)
- 518 million monthly active users (MAU) worldwide as of Q1 2024 (Statista).
- This marks a significant increase from 463 million MAU in the same quarter of the previous year.
- Pinterest is now the second most popular social media platform in the U.S., rising from fourth place two years ago.
- Over 21% of U.S. social media users are active on Pinterest.
- The United States leads globally with nearly 90 million users
- 35% of U.S. adults use Pinterest (Pew Research)
Pinterest Traffic Insights (SimilarWeb, 2024)
- Majority of traffic comes from direct sources.
- 60% of visits come from desktop devices.
- 37% of traffic originates from organic search.
- Average visit duration is 7 minutes.
- Bounce rate is over 38%, indicating many users leave after viewing one page.
Pinterest’s conversion rate is 50% higher than other social media platforms, making it an effective tool for healthcare providers looking to:
- Market their practice
- Enhance brand visibility
- Engage current and prospective patients
- Build professional relationships
- Share health education and resources
- Expand reach among targeted audiences
These insights highlight how social media marketing for healthcare can be enhanced through consistent Pinterest activity and audience targeting.
How to Use Pinterest for Healthcare Marketing
Let’s now take a look at the 6 best practices to use Pinterest for your healthcare marketing plan. These Pinterest marketing tips for healthcare professionals can help establish a strong online presence and boost engagement.
- Create Pin-Worthy Images: Pinterest is an image-sharing platform, and you have to create pins with appealing images. Unlike other social media platforms, Pinterest’s images are tall and vertically-oriented, therefore, its ideal image size is 1,000 x 1,500px with an aspect ratio of 2:3.
Once you are ready with your image for your pin, include texts in your images as it can make a huge difference, because it makes your pins more enticing and at the same time will also help users know exactly what your pin is about at a glance.
- Create Boards around Your Specialty: As a business Pinterest account, make sure that you create boards that are centered around your area of expertise. For instance, if you specialize in pain management, you could have a board that has images or details of back pain, joint pain, or muscle pain and so on- mentioning about the same. Also, make sure that you use plenty of search terms in your descriptions, that your patients would use in general conversation about the topic -because boards are found by the words in their description.
- Include Health Resources for Mothers, Spouses, and Kids: This is because 80% of U.S. moms have an active presence on Pinterest (sproutsocial.com). Healthcare practices can easily connect with mothers, grandmothers, and moms-to-be – whose top priority is to keep their kids and family healthy – by posting nutritious recipes, addressing common health concerns, promoting good breast health with pictures of what to expect during a mammogram and offering healthy lifestyle tips.
- Include Trending Topics to Boost Traffic: See what topics are trending around your specialty and incorporate those topics in your boards, because, according to Entrepreneur.com, pins related to trending topics witness an average of 94% increase in click-throughs.
Wondering how to find trending topics? Simply type in the keywords on the search bar to see what’s showing up on Pinterest already, as Pinterest acts as a search engine all on its own, and use that information to position your products and services.
- Share Blog Post Images from Your Website: One of the easiest ways to promote your practice is to share high-quality blog posts images from your website, because when you share these pictures on Pinterest, followers clicking on your board get a closer look and it helps users to get a link to your website for them to follow.
Image Source:NOTE: If the content is long-form, then you need more than one image.However, reusing a blog post image usually doesn’t provide enough information to explain the article’s content, because if someone re-pins it and changes the description, the image’s meaning is completely lost. So, to avoid such situations, what you can do is use the blog post image as the background and customize it with the blog post name or contents, which would double the effectiveness of the blog post image.
- Be Social and Leave Comments on Pins that You Like: While searching for curated content to share, make sure to leave positive comments on images and videos that you enjoy. This practice of yours makes people engage more with your business. People like to connect with brands that take the time to comment and be social, it’s one of the simplest patient engagement strategies that builds rapport and trust.
NOTE: Try to comment on 5-10 posts each day to build a good rapport with followers.
Now that you know how Pinterest fits into your healthcare marketing plan, start creating boards that reflect your expertise, educate your audience, and highlight your brand values.
All the strategies discussed above can help grow your practice’s online presence, attract the right audience, and drive measurable results. While you can start small, partnering with a provider of healthcare digital marketing services ensures consistent growth and professional campaign management for long-term success.
