Fletcher Allen Health Care Online and Social Marketing
Online and Social Marketing
In 2009, Fletcher Allen Health Care faced increasing pressure from health care competitors online. Hospitals in Massachusetts and New York started running search and banner advertisements for targeted specialties in Vermont. Fletcher Allen engaged Digalicious to help meet this challenge and to help them establish a social media presence for the hospital.
Digalicious began by developing a search-marketing plan for the strategic specialties of heart care and orthopedics. We geo-targeted areas in Vermont and upstate New York on Google, Yahoo! and Bing. We also developed content-rich landing pages to drive conversions, through phone calls or form sign ups.
We then moved to online advertising. Our creative strategy was to create rich media banners that would provide utility and education, rather than straight messaging. Since we were focusing on a small group of people (those with irregular heart beats, or those in need of joint replacement), the creative showed these people that FAHC understood what they were going through, even if no one else did, and had a top-of-the-line solution for them.
We used a variety of ad networks, medical publishers and Facebook for our online advertising.
Our results were stellar. The campaign's conversion rate to date is twice as great as the industry average. Our cost-per-lead is 40% lower than industry standards for hospitals. The time spent on line and CTR are 75% greater than industry standards.
Click here for an example of the Arrhythmia banner.
Click here for an example of the Orthopedics banner.
MITX awarded the Fletcher Allen campaign with Best Direct Response campaign for 2010.
In addition, Digalicious helped Fletcher Allen launch its social media presence. We developed a number of plans and implementations, including:
Fletcher Allen's marketing team is implementing the plans, growing the fan base, and integrating social into its marketing mix.