You’ve likely seen unhinged marketing in action. Brands are going viral for bold, chaotic, and sometimes downright bizarre social media antics. From fast-food chains clapping back at customers to luxury brands dabbling in shock value, this trend is loud and attention-grabbing.
But here’s the question for healthcare brands. Does that kind of marketing align with your goals? While unhinged marketing may generate clicks, in healthcare, it’s rarely worth the risk.
What Is Unhinged Marketing?
Unhinged marketing refers to a social media strategy where brands ditch polish in favor of unpredictability, sarcasm, humor, and self-aware content. The content tends to perform best on social media, although some brands have incorporated unhinged marketing into other channels as well.
Getting a little unhinged can help brands gain traction and break through the noise. Funny, bold, or edgy content can snap audiences out of their doom-scrolling. However, this type of material works best when it aligns with an established brand identity and has internal buy-in.
Why Unhinged Marketing Doesn’t Translate in Healthcare
Funny, bold, irreverent, and edgy are concepts consumers might like to see in a commercial for their favorite snack food. It’s not what they want to hear from a healthcare brand. Here are four reasons why going unhinged simply doesn’t work for healthcare organizations.
Healthcare Is Built on Trust
Healthcare brands aren’t just selling products or services. They are providing care, guidance, and life-improving solutions. Unhinged marketing may raise eyebrows, but it can also erode trust. Patients, caregivers, and providers want to feel confident in your expertise.
Healthcare is serious business. Making light of conditions, medications, or procedures just isn’t good for patient trust. It will almost certainly alienate a large chunk of your target audience.
Regulatory Risks Are Higher
The healthcare industry is subject to strict advertising regulations. You must also respect patient privacy and avoid making any unsubstantiated medical claims. A tongue-in-cheek post or sarcastic tweet could easily cross these boundaries. It’s simply not worth the risk to your organization.
Going Unhinged Can Alienate Patients
One common justification for unhinged marketing content is that it appeals to the 40% of millennials and 50% of Gen Z-ers who want companies to take a side on social issues. However, taking a firm stance on a social issue isn’t a good move for healthcare brands.
Whereas typical consumer brands tend to cater to specific niche audiences, healthcare professionals owe a duty to patients from all backgrounds and walks of life. Taking a hard stand on a divisive topic can have lasting implications on your ability to obtain and retain patients.
It’s Hard to Control the Narrative
When exploring unhinged marketing content, many brands turn to social media influencers. Partnering with an influencer can drastically expand your reach and give you an opportunity to reach new audiences.
However, these relationships cut both ways. Once an influencer posts branded content on your behalf, they become associated with your organization.
Unfortunately, you have virtually no control over what else that influencer posts. Even if you do your due diligence before forming the partnership, they could go off the rails later and do something that hurts your brand.
Additionally, once you lean into unpredictability, you run the risk of people misinterpreting your content. A joke that entertains one audience may anger another.
The Importance of Professional, Memorable Content
Healthcare brands benefit most from messaging that is human, clear, and consistent. While humor and personality can be part of your marketing, it must also be tasteful and on-brand.
Thought leadership content is particularly powerful for connecting with healthcare audiences. Some examples are educational series, community stories, and Q&As with providers. It positions your brand as a trusted authority that audiences can repeatedly turn to for insights.
Why Brivio Health Recommends Thought-Leading Content
Healthcare marketing can and should be bold. However, Brivio Health encourages our clients to take a professional, thought-leading approach that stands the test of time.
At Brivio Health, we help healthcare brands grow their visibility in ways that are effective and rooted in trust. Connect with our team to book a consultation.
