Every now and then, a healthcare organization creates a stellar piece of content, launches a particularly clever social media campaign, or proves that they just get their target audience in a way that makes us fans of healthcare marketing just want to stand up and clap. The story of patient Michael Kiernan is one example of how New York Presbyterian connects with its audience, publishing raw accounts of its employees who were on the scene and at the public's service. This clever contest not only took advantage of social media hilarity, but it also drove traffic to the medical center's webpage for Men's Health -- which has other attractions for awareness, like their blog, podcast, and calendar of events. Dana-Farber Brigham & Women's Cancer Center Campaign: You Have Us It's an incredibly powerful slogan: "Right now you may have cancer. By sharing these videos on social media (as well as using more traditional marketing techniques, like television and radio) the cancer center embodies what it means to build trust with your target audience. Medical Realities Campaign: Surgical Training in 360 Degrees Medical Realities is a medical training service that uses virtual reality (VR) to teach complex healthcare topics to an audience of healthcare professionals. These inspiring stories and the sense of community that comes from sharing them in one place plays directly into Mayo Clinic's well-known reputation as a trusted healthcare resource. Arkansas Children's Hospital Campaign: #100DeadliestDays In order for a hashtag-driven marketing campaign to be successful, it has to be memorable and worth sharing. Arkansas Children's Hospital shared safety facts and tips on its social media channels, as well as an interactive pediatric care center, which can be found here. Of course, this list is far from a complete collection of all the great healthcare digital marketing happening on blogs and social media.
Every now and then, a healthcare organization creates a stellar piece of content, launches a particularly clever social media campaign, or proves that they just get their target audience in a way that makes us fans of healthcare marketing just want to stand up and clap.
Sure, the medical industry may have once been considered a slow adopter to the world of inbound marketing, but it’s safe to say that these eight examples of healthcare marketing are making up for lost time.
10 Examples of Brilliant Healthcare Marketing
1. Carilion Clinic
Several years ago, in order to raise awareness about breast cancer and the need for early detection, Carilion Clinic of Virginia’s Roanoke Valley started the “Yes, Mamm” campaign.
This campaign used the #YESMAMM hashtag to answer common breast cancer questions in a Twitterchat. It also drove traffic to the Carilion Clinic website to encourage women to make an appointment at one of its screening locations. The #YESMAMM campaign is a perfect example of the power of hashtags to start a movement.
2. New York Presbyterian Hospital
Campaign: Patient Stories
For most businesses today, storytelling is a boon for their branding. Healthcare, in particular, is a perfect candidate for telling uplifting success stories of patients who were saved by the care of a medical center. New York Presbyterian Hospital has built an entire video marketing strategy around this concept.
The story of patient Michael Kiernan is one example of how New York Presbyterian connects with its audience, publishing raw accounts of its employees who were on the scene and at the public’s service. Watch Kiernan’s story below, and try not to cry a little.
Campaign: We Dare You
The multi-award winning “We Dare You” campaign from UnitedHealthcare stands out as the gold standard for what can happen when healthcare organizations engage with their following.
With monthly “dares,” quizzes, and prizes on its website, United Healthcare encouraged followers to make one small healthy change per month and document it on social media. This interactive campaign not only led to healthier habits, but it also fostered an interactive online community of brand loyalists.
4. Anne Arundel’s Medical Center
This contest, organized by Anne Arundel’s Medical Center, asked participants to post their best “stachie” — otherwise known as a selfie with either a real or fake mustache. The purpose was to raise awareness for men’s health during November (or, “Movember” or “No Shave November,” as it has popularly come to be known).
This clever contest not only took advantage of social media hilarity, but it also drove traffic to the medical center’s webpage for Men’s Health…