In recognition of Heart Month, Sherman Health came to us wanting one measurable outcome when the month was done: more Healthy Heart CT Scan signups in February 2013 than they had in February 2012.
The first challenge: Educate the public on what the Healthy Heart CT does and why it’s beneficial. After a morning of shooting at one of Sherman’s Immediate Care locations, that challenge was met with a new video.
With the educational portion done, the ongoing challenge throughout February was keeping the audience dialed in to what, let’s face it, isn’t the most entertaining of outcomes. To keep the Healthy Heart CT scan interesting, we focused more on overall heart health.
- A daily heart health tip on the Sherman Health blog featuring a Sherman staff member.
- A Google leaderboard ad that brought in more than one million impressions.
- An original and eyecatching social media campaign.
Thanks to the efforts of the blog, pay-per-click, and social media campaigns, Healthy Heart CT Scan online signups nearly tripled from year to year, and the number of completed screenings more than doubled.
- 1,000,000+ geo-targeted web impressions
- 375,000 local print impressions
- 80 new Facebook fans (avg 40)
- 160 new Twitter followers (avg 60)
On top of that, the 28 Days to a Healthier Heart campaign generated plenty of buzz, both inside and outside the walls of Sherman Hospital.
“Social media is a great way to present consumer-friendly health topics endorsed by local physicians,” said Tonya Lucchetti-Hudson, Director of Marketing and Public Relations at Sherman Health. “Our Healthy Heart campaign used interactive social media tools to educate patients on the importance of heart disease prevention and screenings. I feel it was extremely effective, and we are taking this same approach with other diseases.”