Audrey Seykora, Director of Content and Social Strategy at Memorial Hermann, joined the team in late 2017 and recently helped build and deploy a massive multi-faceted lead generation campaign — the Resolution Challenge — as a key aspect of their growing social strategy.
Audrey and her team quickly realized the hospital's social strategy was missing a content arm.
Originally, they had been relying on sourcing content from patient stories. “While they are inspiring, they weren't always relevant to our consumers,” Audrey explained.
They decided to offer more types of content that audiences could pull actionable advice from.
“We received more engagement when we posted about healthy eating, fitness, healthy relationships within families, overall wellness, and how people can stay healthy in the city they live in,” Audrey explained.
According to Audrey, the team found they could start building long-term relationships with followers through that type of content.
“We've identified ‘Moments That Matter' for consumers that are health focused, like the birth of a child or a milestone birthday. And one that reoccurs is people's desire to get healthy at the start of a year,” she said.
From there, the team began creating the Resolution Challenge.
They analyzed internal data and demographic and psychographic information about the hospital's customers to better understand exactly who they needed to communicate to.
Audrey explained that because the campaign was being built on the foundation of successful social content, the process of getting buy-in was somewhat straightforward.
With leadership on board, the team was able to begin building out the challenge itself, including five weeks of free assets to help participants achieve their health and wellness goals throughout the month of January.
Week one was focused on helping participants refresh their diets, week two aimed to recharge their workouts, week three was about rekindling relationships, week four provided tips to renew their minds and mental wellness, and week five urged participants to rediscover their city.
To create each week's assets, the team partnered with a grocery store chain and popular Instagram influencer.
For the healthy recipes, the team partnered with an influencer, @smartinthekitchen, who's known for her family-friendly meals. “We asked her if she'd consider creating menus specifically for Resolution,” Audrey said.
The team went to the influencer's home and photographed her making different recipes. “We wrote up the recipes with her, and then our dietitians went through them to vouch for their nutritional value and make any necessary adjustments,” she explained.
They also worked with grocery store chain H-E-B to create shopping lists for their meal plans.
“Every week, when we sent out the meal plan, we also sent a shopping list you could print out and take to H-E-B and buy the ingredients.”
They also created a landing page on H-E-B's website. “All the ingredients were already pre-populated, so people could just quickly order their groceries online, and pick them up curbside or have them delivered,” she said. “That was one of the elements of the campaign participants most enjoyed.”
Audrey's team worked with different departments to build the rest of the assets in house.
Utilizing the Memorial Hermann's IRONMAN Sports Medicine Institute, the facility's onsite trainers helped her team design all of the workouts.
Her team developed all the articles and their graphic designer helped design all the assets. According to Audrey, creating so much detailed, trustworthy, and personalized content was the biggest challenge they faced.
“It took a lot of advanced planning, and there were many people involved in the creation of the content,” she explained. From the grocery store and influencer to the on-staff dieticians, Audrey explained that keeping the entire process organized was both challenging and rewarding.
“It was really satisfying to see that this campaign not only worked at the macro level, but all of the visual assets were really strong on their own,” she said.
The campaign sprawled across the hospital's digital channels, but Facebook was its key platform.
During the challenge, participants received emails that included digital PDFs of the shopping list, recipes, workouts, and articles for each specific week. Audrey explained they also created a YouTube playlist of videos and resources for participants to reference.
“We created a closed Facebook Group where challengers could join and talk about the workouts and meals they were cooking,” Audrey said. “We saw there was a desire to create a community amongst the participants. They wanted to meet other people who were interested in healthy living as well.”
The Facebook Group also functioned as a channel to pull user-generated content from. “We had a lot of people posting their food pictures and workout videos that we were able to highlight across the channel,” she explained.
According to Audrey, the Resolution Challenge was the most successful lead generation campaign Memorial Hermann has ever done.
Promotion for the campaign began in mid-December and within three weeks, they received over 20,000 signups. “We hadn't done anything like this before,” she said. “So, we weren't sure if we were going to get 500 people to sign up or no one, we just didn't know what to anticipate.”
The goal, along with generating leads, was to activate the hospital's digital channels. “All the content we created — the different videos and social posts — really brought our social channels to life,” Audrey said.
After the campaign ended, the team sent out a survey to participants asking for their thoughts on the campaign. According to the survey data, 82% of participants said they were more likely to choose Memorial Hermann because of the Resolution Challenge.
Audrey also emphasized that the campaign helped position the hospital as a partner to their consumers.
Now, Audrey's team is already working on expanding the campaign.
One request the team received throughout the campaign was to continue the workouts and meal plans throughout the year. But, Audrey said, because it took nearly three months to put together the assets for the campaign, the team wouldn't be able to continue it year-round.
Audrey explained that while they have plenty of time to put together next year's Resolution Challenge, the team is already considering ways to improve it.
And, because the challenge fostered its own community on social media, Audrey is hoping to take it a step further and offer weekly meetups for participants as well.
For other hospitals looking to create a similar campaign, Audrey emphasized the importance of knowing your consumer.
“Know what they're interested in so you can create content that's in line with that and ensure it will surprise and delight,” she explained.
Her team was able to offer value to consumers through high-quality content, and Audrey said the participants were surprised to find out all the assets were free. “We offered value without limitations,” she explained. “We were only able to do that because we spent time learning our consumer.”
Audrey Seykora has been a member of SocialMedia.org Health since 2017. You can connect with her on LinkedIn.