CASE STUDY: Strategy Created (2009) for a U.S. Based Healthcare Organization
Problem: A health care organization wanted a social media strategy that would target two specific cohorts in the community to engage with advice, news and information.
Solution: As co-authors of the book "How to Say It: Marketing with New Media," we created a comprehensive 40-page social networking strategy for each cohort that featured a community site as the gateway to include multiple blogs, multiple Twitter feeds, a Facebook page, a YouTube channel, e-newsletter strategy and website integration.
In addition we also created a 12-month content strategy across all sectors and were hired to stimulate community activity with discussions, live blogging events, chats, forums, and updates.
Outcome: Over a nine month period, the organization met its internal goals and objectives as well as creating a stellar relationship with their intended target market.
Award: In April 2010, The social media campaign was awarded Gold at the Twenty Seventh Annual Healthcare Advertising Awards Competition among other industry awards.