Creating and Optimizing Holistic Digital Campaigns: Sentara Healthcare's 28 Days of Heart Case Study

Creating and Optimizing

Holistic Digital Campaigns:

Sentara Healthcare's 28 Days of Heart Case Study

Jessica Carlson Ahava Leibtag

Sentara Healthcare Aha Media Group

@jessicascarlson @ahavaL

@jessicascarlson @ahavaL

#FFHS

@ahaval @jessicascarlson #ffhs

Introduction

• Sentara 28 Days of Heart campaign

• Changed the campaign for this year

• What did we learn from last year?

• What powerful things did we learn

from this year?


Today

• How to design an integrated digital

campaign

• 28 Days of Heart case study from

Sentara

• Get buy-in for content marketing


HOW TO DESIGN AN INTEGRATED

DIGITAL CAMPAIGN


Content Marketing Stats

• Content marketers’ top priorities were found to be

driving leads and engaging buyers

• 71% of marketers are increasing spend on content

marketing in 2014

• 85% of marketers saw an increase in awareness

building as a result of content marketing

• 76% of marketers saw an increase in buyer

engagement as a result of content marketing


CONTENT IS A CONVERSATION.


TO WHOM ARE WE

TALKING?


WHO ARE WE?


CONTENT REVEALS TO THE

WORLD WHO WE ARE.


CONTENT IS THE

CONVERSATION THAT FUELS

THE SALES PROCESS.


Email Addresses/Contacts

Engaged

Prospect & Recycled

Lead

Sales Lead

Opportunity

Customer

• Emails/Contacts: Not yet leads, just

have entered the funnel

• Engaged: Show real engagement by

downloading content, opening an

email, commenting on a blog post

• Prospect: Qualified but are not ready

to buy (decision makers?)

• Lead: Prospects that show enough

behavioral engagement that we want

to call them

• Sales lead: Qualified by sales

• Opportunity: Part of the active pipeline

• Customer: They have bought an

solution

• Upsell and retain: Keep them buying

Sales Funnel

Marketin

gSales

Nurturing Database


CONTENT STRATEGY VS. CONTENT

MARKETING




Content strategy also:

• Internally who is responsible for all the different phases of content?

• Plan

• Create

• Publish

• Distribute

• Analyze or Measure

• Govern


Modern Marketing Challenges

• Ads don’t have the same power (esp.

in digital)

• Reduced attention

• Lack of brand loyalty

• Social sharing


Goals of content marketing1. Attract: Create content that will draw prospects like

bees to a blossoming flower

2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact

3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base

4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals


#1: Attract


#1: Attract


#2: Acquire


#3: Engage or Connect






#4: Drive Profitable Action




Content marketing allows you to

sustain the conversation.


Create an Integrated Approach

• Decide on business goals

• Create Key Performance Indicators

• Decide on formats

• Choose distribution methodologies

• Analyze

• Report


28 DAYS OF HEART CASE STUDY

Sentara Healthcare


About Sentara


125-yearNot-for-Profit Mission

3,800+Physicians on Staff

28,000Members of the Team

12Hospitals

2,727Beds

1313 long term care & assisted living centers

4Medical

Groups

800+Providers

444,000+Member Health Plan

1Sentara College

of Health

Sciences

Sentara Social Media Strategy

Integrate social media into the

business of healthcare delivery.


Information

Inspiration

Aspiration

28 Days of Heart Campaign


• Attract and engage with relevant content about heart health & wellness

• Drive conversions via Heart Health Profiler

• Multi-channel, cross-regional, digital-first campaign

Year 1: February 2013• Facebook, Twitter and Pinterest

• Content calendar; focus on

content curation with custom

graphics

• First collaborative multi-

regional campaign

• Launched heart risk assessment tool


Year 1 Results


Direct engagement

with consumers

2014 ENHANCEMENTS

28 Days of Heart


Campaign Redux

• Organize and analyze campaign results data

• Debrief on lessons learned

• Determine what to keep, scrap and/or build upon

• Re-assess campaign goals and metrics


We asked ourselves…


• We had some great opportunities for engagement, but how can we reach more consumers?

• How can we drive more conversions and make the heart profiler tool the central point of campaign?

• How can we be the content engine and drive traffic to our own site?

Developed Targeted Personas


I am a mom, workout when I can, have a full-time job and not worried about my health

– only my family’s.

Sarah

We are finally retired and looking forward to seeing the grandkids, traveling

and spending time together.

Lucas & Selena

I work hard supporting my family, love watching sports

and don’t really pay attention to my health until

something happens.

John

Busy Mom Juggling CareerRecently Diagnosed with Hypertension

Empty Nesters, Recently Retired

Launched New Content Destination


• 28daysofheart.com

• New blog post every day in February

• Other resources and links to Sentara.com and heart risk assessment tool

Expanded Engagement Toolset


• Heart profiler videohttp://bit.ly/SentaraHeartProfiler

• “Social experiment”

video http://bit.ly/SentaraExperiment

• Photo contest

“Show Us Your Heart” Photo Contest


• Facebook photo contest

• Encourage Facebook users to submit photo of what their heart is made of

• Photos with most votes won Vitamixblender or gift card

Added Paid Social Component


Facebook Newsfeed AdsFacebook Promoted Posts

Why Paid?


• Days of free, organic reach on Facebook are over

• Investing in good content? Invest in distribution, too.

• Low investment = big impact

YEAR 2 RESULTS

28 Days of Heart


Conversions: Heart Profiler Results

• 9,000+ site visits

• 2,302 completed risk assessments

• 26% completion rate

• 30% had a family history of heart disease

• Average “Profiler”: Female, age 45, slightly overweight, moderately stressed


Heart Profiler Facebook Ad Results


Impressions208,161

Total Clicks8,828

CTR3.36%

Cost per Click$0.18

Cost per 1k Impressions

$4.82

Total Spend$999.80

Profiler Completions

2,266

Cost per Completion

$0.44

Engagement: Social Media Results


Total Clicks2,332

(Up from 1,160)

Total Interactions1,732

(Up from 702)

Facebook Reach

124,554

Paid Reach91,824

Reachw/o Paid32,730

Cost forPaid Reach

$726.20

Engagement: Photo Contest Results


Total Views13,163

Total Visitors7,529

Entries50

Votes1,342

Shares39

Reach from Shares23,474

1st

2nd

3rd

Measurement Continues…


Takeaways

• Take chances with creative digital

content

• Social is more effective if you pay to

play

• Reduce, re-use, recycle


GET BUY-IN FOR CONTENT

MARKETING


Buy-in

• Focus on setting KPIs

• Use the Rule of 4

• Prune your Pumpkins


For every piece of content:

1. Text

2. Audio

3. Image

4. Video




Content Marketing Impact

• 74% of marketers saw an increase in

SEO/web traffic resulting from content

marketing

• Over 61% of marketers saw an

increase in lead quality and quantity

due to content marketing


Thank you!


Jessica Carlson Ahava Leibtag