Best Practices: Social Media Platforms

When creating any type of content make sure to stay true to the brand colours and fonts, logo-usage rules and photography guidelines stated in this document.

A solid understanding of your target audience will help you create and gather the most effective content which should be relevant and timely.

Depending on the social media platform and the target audience, the content and its form need to be adjusted and tailored. For example, Instagram favours a more visual style of communication (high quality photography and/or illustrations) while LinkedIn is more focused on business and information-based content. Also, the same content cannot be posted on all platforms, so you need to determine the topics that should go on a specific forum concerning its audience.

The Medicover brand voice is serious yet friendly. Communicate in a direct, honest and professional voice.

Refer to the brand essence for the Medicover brand personality, story and values. Any content shared to social media should reflect and align with those. Aim to create an emotional connection with customers by sharing relatable stories and content as this promotes a loyal customer base.

The tone of voice may differ depending on the target audience. For example it may be different when targeting doctors or patients.

To boost interest and engagement in social media, messages should be relevant, short, simple and memorable. You may also create a glossary of phrases that you use more often in order to be more consistent and recognisable in the way you speak.

Also be consistent in the length of sentences and captions and number of hashtags that will be posted on each social media platform.

Remove any current content that does not align with Medicover’s Brand Voice and Tone. You may adjust the content and publish it again.