Social media campaign

Phil Younghealthcare marketing, content marketing, customer journey Leave a Comment

BUILDING BRAND AWARENESS FOR
A PRIMARY CARE PROVIDER

CASE STUDY

A six month campaign using social media

Healthcare providers are increasingly using Facebook to promote services and attract patients. This case study details a step-by-step process for promoting GPs and specialists on the platform.

A Legacy of Clinical Excellence and Compassionate Care

This medical centre has been providing healthcare services to the people of Canberra and the surrounding regions for over 35 years. The practice owners and managers have been privileged to continue the legacy of the founding GP, Dr. Vincent Joseph, who retired in 2020. They are committed to maintaining the high standards of clinical excellence and compassionate care that the practice has been known for since its inception in 1985.
Starting in 2019, we played an essential role in developing the brand. We created a new design scheme that we incorporated into an online and physical presence.
In late 2022, we collaborated to define a growth strategy for the provider to attract GPs and patient buyers. One tactic we undertook was a social media campaign.

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STEP 1: DEFINING GOALS

We defined the goals for the promotion, which were to drive website traffic and generate patient leads.

Audience segmentation in a social media campaignYs Case study of Audience segmentation in action for a primary care provider
STEP 2: TARGETING THE RIGHT AUDIENCE

We utilised Facebook's targeting options to pinpoint the appropriate audience for each promotion. We focused on individuals in their local area who are interested in healthcare, wellness, or related topics. To narrow their target audience further, we adjusted by targeting specific personas during the first and second weeks of the campaign.

Social media networking
Step 3: Creating Engaging Content

We developed compelling and educational content that emphasized thought leadership and peer-reviewed insights aligned with their doctors' specialties.

Social media networking
Step 4: Utilising Facebook Ads

We boosted their content using Facebook ads to reach a wider audience. We experimented with different ad formats, promoting posts, images, videos, and carousel ads to see what resonated best with their target audiences.

Social media networking
Step 5: Leveraging Influencers and Partnerships

Using our network we collaborated with other influencers and relevant businesses to expand their reach. They partnered with local healthcare organisations and wellness influencers to amplify their message.

Social media networking
Step 6: Monitoring and Analysing Performance

We tracked our Facebook performance using tools like Hotjar, Meta Business Suite, Google Analytics, and Hubspot. Our focus was on engagement, reach, click-through rates, and conversions.

Results
Q3-Q4 2023
Social media campaign result with a focus on targeting audience implemented by Ys
TARGETED AUDIENCE
When providers operate in an urban environment, we usually focus on targeting an audience that lives within a 20-minute drive from their location. We typically include all genders between 18 and 75 to ensure we consider all individuals within this audience.
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    How Ys can help your business grow

    GET YOUR BRAND CRYSTAL CLEAR

    In healthcare, people will buy into a brand due to the security it offers and represents. We help your brand set you apart from all the competition. We know it gives your business its own unique personality. Your brand becomes a promise of what the patient can expect.

    Once you deliver, the good reputation of the business grows over time. As reputation grows, the brand grows stronger. It becomes a point of gaining competitive advantage.

    COLLABORATE TO DEFINE YOUR MESSAGE

    Marketing messages are always apt to sound like any and all other marketing messages. Thought leadership messaging, though, isn’t about the novelty of any old message sufficing. It’s about value. Whether or not your thought leadership perspectives are similar to or shared by others doesn’t matter. If they’re valuable, people will benefit from hearing it whether it’s the original note, or an echo resounding around an important point. It’s critical that such value is always there.

    TARGET YOUR MARKET WITH PRECISION

    As far as healthcare marketing goes, it is more than defining a target market of "Prospective Patients ages 23- 35."  It means truly understanding what drives them to make healthcare decisions, where they shop, how they shop and how they make decisions. It involves understanding their frustrations, their pain points and their hot buttons.

    NURTURE YOUR PATIENTS AND PROSPECTS WITH EMPATHY

    Communication is at the core of consistent content marketing. Not only is it important to communicate within your team, but it is also vital that you are communicating with your patients, whether prospective or existing. Two-way communication is the only way you’ll truly grasp the challenges your patients face on a daily basis. Building a relationship around their concerns nurtures their loyalty to your brand and communicates your investment in providing them with humanity, not customer service.

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