Healthcare organizations run comprehensive marketing campaigns based on a particular health issue or condition on a routine basis. It takes a lot of thought, time and effort to coordinate such a campaign.
But what if your organization wants to initiate a campaign - and start it just 12 short weeks from now?
That was the question posed to attendees during the HCIC17 presentation, “How to Successfully Launch a Huge Digital Campaign in a Ridiculously Short Amount of Time.” The presentation was led by John Lally, senior vice president of marketing and experience design at Health Management Resources (HMR) and Rosie Walker, executive vice president of marketing solutions at Primacy.
Primacy, a digital agency, was asked to help HMR on its efforts to stop the obesity epidemic. The company has been around for 34 years, offering weight loss services and products in a B2B setting. Now, the company wanted to create a weight loss program that it could market directly to consumers.
During this partnership, the campaign for the weight loss program resulted in:
- 2,000 paid search ads
- 832 media placements
- 96 creative executions
- 10 emails across two sequences
- 8 landing/content pages
The two presenters talked about three lessons learned during their partnership:
Even though the team was on a tight timeline to launch the new product, the two leaders spent a lot of time merging together Primacy and HMR into one team. This wasn’t done over webinars or conference calls. It was done with in-person team meetings.
“We wanted to make the investment in a long-term partner,” Lally says. “We had several onboarding sessions to explain to Primacy people what we do. You can’t just throw a bunch of people in a room together and hope it goes well. You have to give your partner the context of your mission and history.”
During the session, the duo shared some examples of what could or could not be said or posted on Facebook. They had to adapt their marketing plan around Facebook’s rules. Here’s what Facebook denies, according to the presenters:
- Language that links benefits.
- Imagery that implies losing weight.
- Imagery that highlights pain on the body or body shaming.
- Imagery that’s gory or gross.
“You really need to have someone at your agency who has a direct partnership with Facebook or Google,” Walker says. “Otherwise, you’re just another ticket for them.”
Keep your eye on your goals
The team focused on two goals: enrollments and cost per enrollment. Then, it measured key activities that influence KPIs, such as:
- Landing page volume, per engagement
- Bounce rates
They also held daily meetings to stay focused on the goals. During the meeting, they reviewed how analytics data informs their shopping cart funnel opportunities for optimization. In addition, “heat maps” tipped them off to challenges and opportunities for better optimization.
Obesity is a daunting challenge, but the two presenters aren’t giving up.
“Our goal is to help people get healthier,” Lally says. “It can be done.”