Sentara Healthcare always plans a 28 Days of Heart Health campaign in February, which is American Heart Month. In February 2013, they wanted this campaign to highlight their key strategic areas and initiatives and gain more of a following on Facebook and Twitter. At the same time, Aha Media Group (Aha Media) was rewriting many parts of the Heart website. Auditing the content made us realize that much of it needed to be rearranged, combined and some, deleted. Working with the Heart service line marketing manager, we were able to create a new information architecture (IA) to streamline the content and highlight the service areas relevant to the heart month campaign.
Sentara wanted their 28 Days of Heart Health to be a fun campaign, but they also had clear, specific business goals in mind. First and foremost, they wanted customers to use a heart risk assessment tool that would function as a lead nurturing tool for the healthcare system. Other objectives included facilitating ongoing conversations about heart health with potential patients and educating people about the breadth and depth of Sentara’s Heart services.
All of the important content restructuring work had to dovetail with this campaign. Leveraging current assets would make the campaign less expensive. A successful campaign would be a great way to demonstrate to the C-suite what a difference effective content marketing, when done well, can make.
Aha Media’s Approach
During the 28-day period, Sentara’s social media properties experienced rising direct engagement with patients:
Tweets or Replies
- Engagement continued to rise after the campaign was over, proving that customers want to continue fascinating conversations with brands when they are engaged.
- Using content from the website to populate a social media campaign requires careful planning and strategic oversight, but is the most cost-effective way to repurpose content.
- A successful campaign arms marketers with important data about how to fund future content marketing efforts.