Describe the business problem or objectives of the campaign
Flagler Hospital Bariatric found they could not accurately track new leads or new surgeries by using traditional marketing (TV, billboards, etc.). They came to XE Corporation to explore using a social media campaign to gain awareness of their services and increase the numbers of their surgeries.
Other areas in need of improvement included:
- Increase new patient counts
- Increasing the number of attendees to their free seminars.
- Increasing referral rate to both seminars and Flagler Bariatric.
- Increasing past patient participation/engagement on social channels and at events.
- Increasing fan counts/participation on Facebook.
How were the business challenges / campaign objectives addressed?
XE Corporation formulated a comprehensive social media campaign that utilized offline and online tactics to create buzz around their brand, establish an on-going conversation around their services and engage members of their community to refer their friends to attend Bariatric seminars and then become new patients of Flagler.
Tactics:
Customize Facebook Landing Page
Re-branding of the Facebook page via landing pages and other customization to better control the experience for users.
Create Online Invitations for Events
Promotion of Flagler Bariatric Events using social networks to gain more attendance
Launch a Referral-Based Giveaway
Created a referral-based Wii Fit Giveaway requiring entrants to “like” the Facebook page and to refer a friend to attend one of the Free Seminars held by Flagler Bariatric.
Online Surveys
Designed and promoted surveys to gather feedback specific to social efforts from the Bariatric community
Fan-Favorite Recipe Module on Website
Creation of Fan-Generated “Menus”, where current and past bariatric patients shared their favorite recipes/meals to eat that are bariatric-approved.
“Spotlight Fan” Facebook Contest
Patient submitted Before & After pictures as part of “Spotlight Fan” Facebook Contest to increase support and conversation among fan community.
Campaign Results
- Cut marketing costs by 93% by switching from traditional media to social marketing.
- Increased Facebook Fan Page conversation by 5 times
- Increased visits to the Facebook Fan Page by 400%
- 30% participation rate with online survey after 5 weeks
- Using “crowdsourcing” from survey – it helped Flagler decide on the next Facebook patient appreciation campaign – Giveaway a year’s supply of custom vitamins and supplements
- Recruited 40+ volunteers to be community leaders online to help promote the Flagler Bariatric Community with other fans and potential patients.
- Produced 24 qualified leads to attend free seminar
- Estimated 16 new surgeries from this campaign
Want your own success story featured here? Tell us about your social media campaign!
While most social media campaigns tend to be developed from a marcom point of view, the potential reach for collaborative and sharable tools goes much deeper. Enterprise 2.0 case studies may be more rare, but they can have fundamental implications for business. In an age where baby boomers are retiring, and taking their years of experience with them, solutions that help share and preserve at least some of that knowledge in-house are worth exploring.
A lightbulb moment happened for Toronto’s Dr. Bruce Ferguson while reading Don Tapscott and Anthony Williams‘ Wikinomics: he connected the dots and realized that a collaborative space could be of great value to the community of doctors working with The Child and Adolescent Functional Assessment Scale (CAFAS):
The Child and Adolescent Functional Assessment Scale (CAFAS) is a rating scale, which assesses a youth’s degree of impairment in day-to-day functioning due to emotional, behavioral, psychological, psychiatric, or substance use problems. CAFAS is used to determine whether kids improve as a result of mental health service.
Working with Socialtext, this doctor from The Hospital for Sick Children developed a space where physicians could access resources and share best practices. They also used it to develop events and even to co-author a book. A closed space, accessible by invitation only, the CafasinOntario Wiki remains an active collaborative space, almost two years after its launch. At the time the case study was written, there were “over 400 members in Socialtext CAFAS workspace, with around 25% actively participating during any given week.”
A study conducted to measure user satisfaction with regards to ‘Communities of Practice‘ compared physicians who accessed the CafasinOntario Wiki with those who did not. CafasinOntario Wiki users reported higher levels of practice change, greater CAFAS knowledge, and greater satisfaction with CAFAS implementation supports. Not only did they feel their learning curve had been accelerated thanks to the wiki, they felt more comfortable with transition.
You can read the full Socialtext case study here. There are lessons in this case study for human resources, training and management.
Do you know of any other Enterprise 2.0 case studies? Send them our way.
ed. note: The Hospital for Sick Children’s annual lottery is on now. Show your support.
Michelle
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