But it’s only helping the healthcare system!
Fort HealthCare has a fantastic database of videos. Things like provider profiles, tours, procedural demos and service overviews are readily available. Some are filmed internally, most are done professionally with a hired crew. The videos are consistently among the highest viewed elements on the website, so it makes sense to continue adding to this content. The videos are housed on the organizational site, as well as YouTube. Links used in social media (e.g. Twitter or FB posts) typically link to the main website to drive traffic in.
Depending on the campaigns happening at a given time, the featured videos change. For example, with the upcoming mammo campaign, featured videos will include the diagnostic imaging overview and the mammo specific video. Also, FHC is running a surgery campaign, so featured videos will include the surgeon profiles and videos about their specific surgeries (e.g. LAP-BAND, VNUS Closure, InterStim, etc.)
The target audience varies. We know that our older audience (65+) are less likely to research or trust online information. However, we’ve found great success with those age 40-60. They seem to be stronger ePatients, taking charge of their medical care, not simply taking one physicians word and running with it. They like to research, so we provide them with the most information possible.
This sounds like a well-organized effort. Has anyone ever researched whether non-Facebookers turn away when confronted to join if they have not yet? If the numbers support, maybe an alternative method for non-fb women.
What an awesome way for women to encourage others and give credit to those who encouraged them. Do the women who contribute their stories receive a special gift?
Share Your Story
Each October, Fort HealthCare (FHC) does a mammogram promotion to local women in conjunction with Breast Cancer Awareness Month. In addition, a Mother’s Day campaign is also launched in the spring of the year, as a reminder to women that this is not something you only pay attention to once per year. To jazz it up a bit, this spring FHC is using direct mail and eBlasts to promote a social media campaign.
Between May 15 and July 31, women will receive an email that links to Facebook.com/FortHealthCare. There they will select the “Mammo” tab. Once there, participants will share a story of either:
1) Someone who inspired them to have a mammogram – OR –
2) Someone they inspired to have a mammogram.
The campaign will help drive traffic to our social media, increase the number of women getting mammograms AND provide us with local testimonials/stories to use in future mammo marketing.
Other links in the eBlast will take women to:
· Online appointment request form
· Videos about radiology and mammo screenings
· Voucher program for un- or under-insured women
· And, info on different findings.
Typically, we target women between 30 and 65 for this type of promotion and we get open rates well above 20 percent.
It seems to me that followers like to be involved and interact with your site. The gifts card are an added bonus. People do not just like to be told what to expect. They want to ask questions and provide comments. They want to be a part of the process!
The campaign sounds very solid to me. It looks like it is also successful. I guess that doesn’t offer much. How about this? I have lived in several small towns with hospitals, and they all had the same struggles. How do they get their story out? I see a ton of newspaper ads out there for healthcare. I am sure that their are fewer people reading them. A campaign to communicate like yours tells people whoi you are, and sends the message that you want and need their business and support. It also creates community pride. Misinformation travels so fast in a small town, and having an open forum like social media gives you a tool to combat it, and to ake the offensive to get the truth out, or at least explain what your Company offers. I think the news ads are losing more ground every day.
Like you said, the most interested people, your most desired visitors will visit your about me page, so maybe an occasional edit just for new visitors would be a good idea.
Just another “good Job” post. I like the way that FHC is asking questions of their customers. One thing that people don’t realize is that when you ask a question, you imply that their opinion is valid and important. Many dollars of advertising have been spent when all it might have taken to get their attention is “What do you think?”
It again looks like FHC is aware of this. Many times it is helpful to have outside eyes look at the branding, because even a consistent message can be perceived differently over time. Just a thought. - Joh
I always wondered how well those campaigns worked for people as I’ve been guilty to sign up for the duration of the freebies and then remove companies from my facebook pages. Did you experience a lot of this as well, or was the retention of fans fairly equal to the amount that signed up?