SOCIAL MEDIA MARKETING CAMPAIGNS
With the strong believe that in today's evolving digital landscape, social media is a cornerstone of any integrated digital marketing campaign, the following social media campaigns and initiatives have provided successful results increasing brand awareness and educating on products and services while growing business through an integrated inbound strategy.
Please explore the follow social media campaigns below in more detail.
INSTAGRAM ACCOUNT PERFORMANCE
*Of all Instagram accounts managed in the past five years.
An annual sales promotion that is targeted to past customers for a one-time only purchase product had severely underperformed the previous two years. Data from previous campaigns was analyzed along with current year data for other campaigns. Based on analytical results, the campaign was restructured to run a larger quantity of emails over a shorter time period, optimized for specific day/time delivery, emails were personalized with variable data and the emails received new designs and copy.
The new campaign resulted in a 29% YOY sales increase and received a 13.7% CTR.
DATABASE MARKETING & EMAIL USER JOURNEYS
During a complete overhaul of company’s digital presence, an emphasis on improving custom user experiences prompted a massive database rebuild which combined several siloed systems into a single universal database. This allowed for the creation of custom user email journeys triggered by various website and ecommerce actions and shifted the email marketing campaigns for 7 product lines were shifted from system-wide “blasts” to timely, relevant and targeted email messages that focus on the customer’s journey through the sales process.
An overall decrease in customer support requests, customer complaints, a shortened buying cycle and an increase in conversions was seen within the first 3 months.
Strategic Web Development
Faced with a complex healthcare model that included multiple products targeted at five separate audiences, unclear messaging and value propositions and an outdated website, the company required an extensive redevelopment project. Keeping all work in-house, saving tens of thousands of dollars, an end-to-end project scope beginning with an enterprise level digital business strategy and ending with inbound funnel creation and A/B tested landing pages was developed. Data-backed messaging was clarified for all products and audiences, with clear user journeys defined for each type of audience user, case studies and other relevant content was created, and an award winning website was created.
Website won the 2016 Web Award for Outstanding Achievement and an Honorable Mention in the 2016 Ragan’s Healthcare PR & Marketing.
OPTIMIZE CUSTOMER EXPERIENCE
Due to complex business model, patients were billed by the company yet had never had any interaction prior to receiving a bill. A test-pilot for a pre-surgery communication and education program was developed that included a patient-focused website and direct mail communications. Customer satisfaction ratings increased among the test-pilot population.
Additionally, the company wrote off approximately $4M annually in bad debt. Extrapolation of the test pilot conversion and collection rates projected approximately $1.2M in recovered revenue.
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