UnityPoint Health: Social media case study, presented by Brian Kennett
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Member Meeting 2 October 25, 2016 New York City Learn more about Member Meetings health.socialmedia.org/meetings UnityPoint Health Brian Kennett Social media case study
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Transcript of UnityPoint Health: Social media case study, presented by Brian Kennett
Member Meeting 2October 25, 2016New York City
Learn more about Member Meetingshealth.socialmedia.org/meetings
UnityPoint HealthBrian Kennett
Social media case study
UNITYPOINT HEALTH OCTOBER 25, 2016
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THE “PROBLEM”• Traditional channels / tactics NOT reaching all brand personas• Need to leverage efficient channels to reposition brand• Reduced Budgets = Need to be “Scrappy”• Desire to levearge social audience• Leadership fear
UNITYPOINT HEALTH OCTOBER 25, 2016
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OUR “ANSWER” = UGC!CREATE THE BAIT…
UNITYPOINT HEALTH OCTOBER 25, 2016
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SEED, CAPTURE, DEPLOY!
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IN THE WEEDS….• Repurpose UGC and Drive to Web• Encourage Engagement• Variable CTAs (Test and Refine)• Mitigate Brand Risk During Test
UNITYPOINT HEALTH OCTOBER 25, 2016
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CHANNELS LEVERAGED• YouTube• Facebook• Twitter• Programatic Video• Display
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INITIAL RESULTS• Top Performing Campaign
✓ +75% Completion Rate✓ +25% CVR / 1k Impressions✓ Consistently best engagement of paid content
• Driving Virtual Care and Urgent Care Volume• HUGE engagement with non-traditional audience• Award Winning :)
UNITYPOINT HEALTH OCTOBER 25, 2016
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NEXT STEPS: USING WHAT WE ARE LEARNING…
UNITYPOINT HEALTH OCTOBER 25, 2016
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