Social Media Campaigns for Optum
Challenge
The client had a diverse range of goals they wanted to accomplish, including educating patients about disease-state specific topics, promoting technology-driven adherence programs to manufacturers, and providing data-backed insights on industry trends for providers and office staff to help them better serve their patients.
Solution
Our role in supporting these successful healthcare marketing campaigns involved quickly pivoting from sales needs to thought leadership and social media as needed. We provided project conceptualization and strategy, which we backed with real-world insight from Optum subject matter experts such as pharmacy professionals, sales leaders and providers themselves. Then, we crafted high-value content ranging from webinars and sales brochures to nonpromotional drug trend reports and provide graphic design support to bring these projects to fruition.
Results
Results from the paid social media campaign promoting a specialty-specific white paper resulted in impressive lead generation metrics that far exceeded industry benchmarks. – CPL (cost-per-lead): 175% below industry – Form completion rate: 60% above industry – CTR (clickthrough rate): 69% above industry Metrics resulting from the organic social media campaign promoting American Pharmacist Month—including impressions, clicks and engagement rate—also resulted in high engagement and surpassed industry benchmarks. – Impressions: 118,697 – Clicks: 1,604 clicks – Engagement rate: 7%
Activate Health
Activate Health is a public relations and marketing agency serving clients in the healthcare industry. We provide B2B and B2C media relations, content marketing, social media, and advertising support to our clients including leading health plans, health systems, mobile health providers, specialty pharmacies and health technology firms. Our leaders have...
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