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.
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.
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.
- 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.
The Rose Project, a Dublin based charity that helps HIV/ AIDS patients in East Africa, collaborated with Brightspark Consulting to launch a social media campaign to spread awareness about this noble cause. The campaign involved a brand new web site, a blog, Facebook page and Twitter profile. The results have been phenomenal – donations received from as far as Alaska and Adare. Amazon collaborated with The Rose Project through its Twitter feed and started distributing gift wraps for the project. Case Study
Novartis decided to adopt social media to generate awareness on CML Disease and launched a community site known as CML Earth. The site targets CML patients, health-care professionals, and patient groups. The site lets members connect with others near them. The results: More than 2,000 members, an unmatched resource for information on CML and a very active community willing to help CML patients anywhere in the world. Case Study
Humana, one of America’s largest and most reputed health-care companies, is using social media to promote its new initiative: Freewheelin’, a bicycle sharing program with a community of health-friendly participants at its core. The social media campaign started with identifying biker groups in each city using Meetup.com and arranging group rides for word-of-mouth initiatives. Participants were given information sheets about Freewheelin and encouraged to upload their videos and photos. A Facebook page, a blog, blogger outreach program and Twitter stream were then adopted. The results – 41,000 miles ridden and 1.2 million calories burned in total Case Study
Mission Skincare hired Swirl to promote a new personal product – high performance, athlete-engineered skincare. The objective was to increase brand awareness online and drive traffic to Mission Skincare’s website. Swirl reached out to influencers and consumers and giving them the product free for testing. Swirl used a Flickr Photo Finish Group encouraging people to share their training secrets. Charlie Engle, a partner athlete used twitter to promote the product as he ran across USA. A Facebook community, a dedicated blog and YouTube Channel were also used in the promotion. The results – up to 60 visits a day on Mission Skincare website Case Study
“philosophy”, a skincare company with an objective to build brand loyalty with new visitors launched a Mother’s Day-inspired contest where it encouraged clients to share their mother’s philosophies at www.yourmomsphilosophy.com. Philosophy promoted its clients to share personal stories and pictures online with their “Your Mom’s Philosophy” campaign, which they implemented and managed using Bazaarvoice Stories. The results were exceedingly inspiring since it received more than 1,000 stories and nearly 39% of all site traffic originated on the Stories page. Case study
Procter & Gamble (P&G), marketers of heartburn medication Prilosec OTC, utilized social medium to give away eight Super Bowl tickets on behalf of the medication. As a cost-effective, creative means popularize the campaign, the company developed an online instant-win sweepstakes. P&G also assembled a strong database of 200 influential blogs, message boards and Web sites in the area of sports, parenting and contests. To further reach the consumers it created a rich media widget for consumers to upload to their blog or social networking page and also developed Facebook profile. The results were outstanding since the campaign was able to reach 1,225,000 unique visitors on blogs and nearly39% of registered entrants qualified for a Prilosec OTC sample. Case study
Voices of MammoSite program targeted breast cancer patients in order to generate awareness regarding their unique breast conservation therapy. The marketing strategy of Mammosite involved a national, volunteer-based, ambassador program where women who received the therapy spoke about it. The program was conducted in parts wherein primary stages involved recruitment of volunteers and launch of website that provided the relevant information. Later the program was extended through Internet advertising, national PR, e-newsletters and telegatherings. Since its launch the program now boasts of 71 volunteers from 24 states with 8-10 new volunteers joining every month. Case study
Charleston Parks Conservancy (CPC) in order to raise awareness regarding the parks in the city created a social movement of passionate park lovers that could generate responsiveness for improvement of city parks. Although Charleston had a great history associated with the parks, but people hardly knew about it. It started by instilling a sense of ownership in the citizens. The challenges were optimistically encountered by CPC by creating an identity and community site for the “Park Angels”. It also recruited and trained Park Angels that could connect with the citizens and respond to their concerns. Case study