Drive Targeted Engagement Through Social Marketing

Our client is one of the highest rated healthcare organizations in the world, and offers a wide variety of products & services for health system administration that extends their knowledge, medical expertise, and health guidance.

They provide voice-activated content through device-based apps and voice-powered web chats. As value-based care increases, their voice-driven content improves patient engagement resulting in quality improvement and reduced cost.

They needed to leverage events that focus on innovation in voice solutions, to promote their voice offerings to attendees. For example, the Amazon Alexa Conference was focused on voice in healthcare and our client participated to share their thought leadership and vision on the future.

We recommended a social marketing campaign that was aligned to the conference, to raise awareness of our client’s presence at the event and to drive booth traffic. Their presence included speakers and panel participants that would provide fuel for “onsite” posts.

The campaign ran before, during and after the event, and included a mix of sponsored and organic “live” posts on Twitter. Our targeting strategy was to target locally while the event was underway, with additional criteria that included follower Look-Alikes and keywords related to the conference and voice solutions.

After the event, our targeting shifted to those leaving the conference and expanded nationally, and included additional criteria:

• Viewed tweet pre/during campaign
• High-level of technology use in-home
• Executive in health or technology industry companies
• Follower Look-Alikes for HIMSS, our client’s next event

The primary goal was awareness, but the program generated substantial returns in engagement.

Overall, the 2.4 million impressions resulted in more than 40,500 engagements including link clicks, likes, retweets, follows and replies, and an impressive cost-per-engagement of $.08.