Finalist
Integrated digital campaign to increase the number of well-informed customers to The Portland Hospital
Summary of work
The brief was to devise and implement an integrated social media strategy to boost awareness of The Portland Hospital’s core services: maternity and paediatrics.
The targeted campaign, launched in Autumn 2010, encouraged mothers-to-be and current mothers to engage with The Portland Hospital via activities across Twitter, Facebook, YouTube, The Portland Hospital website and The Portland blog. This was enhanced with Search Engine Optimisation (SEO) and Pay Per Click (PPC) advertising.
Over 18 months, visits to the blog increased 593 per cent, The Portland Hospital gained 2,161 followers on Twitter, 250 Facebook ‘Likes’, 5,826 YouTube video views and web traffic increased 23 per cent.
Judges’ comments
This was a good example of sharing information between hospitals and patients that used social listening before the campaign started and then integrated its core channels.
Testimonials and Judges’ comments
Marketing manager: The campaign strategy and implementation has fulfilled the brief and in the 18 months that we have been running the campaign we have seen an increase of 23 per cent in our web traffic, a 593 per cent raise on visits to our blog as well as 5,826 video views on YouTube. As marketing manager it is imperative that I can demonstrate effective ROI on activity and with the help of Brandcast successfully implementing this campaign I have seen our enquirer to customer conversion rate increase by over 30 per cent.
