DON'T WRITE ANYTHING IN THIS FIELD

Drive Traffic and Engagement

Through a Strategic Plan

Executive Summary

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.

The Challenge

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

Developed Calendar

Aha Media used current content to create an editorial calendar.

Structured Content

Focused content delivery based on key messages, unique programs and services, and consumer interest.

Platform Coordination

Sentara’s social media and marketing team coordinated to use assets they knew would work on various social media programs, including photos on Pinterest and Facebook.

Working with a content firm made all the difference in our 28 Days for Heart campaign. Knowing that you understood our goals helped us map and execute a successful strategy.

Jessica Carlson

Sentra Healthcare

Stats

The Results

During the 28-day period, Sentara’s social media properties experienced rising direct engagement with patients:

Clicks

Interactions

Tweets or Replies

Likes

Comments

Shares

Lessons Learned

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.