Orlando Health: engaging patients through their own stories on Facebook
I was proud to see this article from a couple of weeks ago in HealthLeaders Media, because Trajectory was the marketing agency that conceived and executed this “Family Is” brand campaign for Orlando Health. The article featured our digital marketing strategy, using the social media channel Facebook.
This was the first marketing campaign we developed following our rebranding of Orlando Health. Here’s a summary of twhat made this brand campaign so successful:
- Grounded: in that the campaign reflected our new Orlando Health brand strategic direction
- Relevant: starting with the theme of the effort itself, “Family Is”, to their primary female “dr. mom” target audience
- Internal engagement: staff are proud of their Orlando Health brand, and this program reinforces their sense of pride and their distinguishing level of service
- External engagement: Family is a compelling subject that people want to participate in through their Facebook scrapbook contributions
- Presence: the program surrounds audiences both offline and online
- Sharable: which reflects the universal importance of the theme itself
- Measurable: both quantitative (visitors, time spent, friends/followers, interactions) and qualitative (conversation, sharing, sentiment)