Aug
16

Orlando Health: engaging patients through their own stories on Facebook


I was proud to see this article from a couple weeks ago in HealthLeaders Media, because we are fortunate to be the agency working with the Orlando Health corporate marketing team on this “Family Is” campaign.

You can read about the specifics of this campaign by clicking on the above link. But here’s a summary of the characteristics that have made this effort successful:

1. grounded: in corporate brand strategic direction
2. relevant: starting with the theme of the effort itself, “Family Is”, to their primary female target audience
3. internal engagement: staff are proud of their Orlando Health brand, and this program reinforces their sense of pride and their distinguishing level of service
4. external engagement: Family is a compelling subject that people want to participate in through their scrapbook contributions
5. presence: the program surrounds audiences both offline and online
6. sharable: which reflects the universal importance of the theme itself
7. measurable: both quantitative (visitors, time spent, friends/followers, interactions) and qualitative (conversation, sharing, sentiment)

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About The Author

Eric Brody is President of Trajectory, a branding + marketing agency creating the momentum, the vital energy, a brand needs to reach its full potential. The firm works exclusively across the three intrinsically connected industries of Healthcare, Personal Care & Wellness and Active Lifestyle. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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