STRATEGY, PERSONA PROFILING AND WORKSHOP
MeMedia’s Challenge was to find a find a holistic, scalable marketing solution for GCSH that could outperform other competitors with very large budgets. The goal was twofold: increase the number of patients & attract more surgeons to the hospital. We needed a unique approach. The first stop was an intensive strategy meeting, where we assessed GCSH’s current marketing, online real estate, patient & surgeon demographic and much more. From this session, we developed a unique strategy that involved targeting specific psychographic profiles of the biggest influencers of reach for GCSH, involving a wide variety of marketing channels and mediums.
Out of Home Advertising and print design
The biggest component of this marketing strategy was to be design. GCSH required a large amount of digital and print designs each month for both internal use and to support outbound and content marketing, often needing a quick turnaround.
MeMedia were happy to accommodate this as part of the contract, providing set hours for priority design, that could be used flexibly for creating marketing collateral each month - or rolled over if unused. Through this MeMedia has designed a wide variety of marketing assets for GCSH from invites and posters, to signage and billboards.
In addition to marketing collateral, MeMedia created a continuous stream of designs for content marketing via the website, social channels and more. A large component of this was Infographics and “Social Postcards” - bite sized infographics for quick facts and updates.
These were very effective for GCSH as they provided entertaining, informative and educational content for their audience. This resulted in a snowballing of social shares and interactions, and increased reach dramatically, with a great outcome to the hospital’s enquiries and overall brand recognition.
To support the creation of awesome marketing content, a great deal of photographic material was needed. Rather than simply using stock photos, we at MeMedia opted to use our in house media team to get the exact imagery we needed.
The benefit of this was the flexibility having a huge variety of beautiful photos for ourselves and GCSH to work with. Additionally this meant that we could perfectly capture the hospital’s unique and dynamic brand identity in a way that could not be achieved with stock art.
In addition to photography, we at MeMedia also created many outstanding videos for GCSH. Our in house media team has recorded and edited a great deal of footage inside and outside of the hospital that is being used in various marketing channels.
To support the hospital's Surgeons, we created a series of interview style videos to help patients get to know their surgeon. These have been extremely effective for both content marketing and breaking down resistance barriers with a personal approach.
GCSH have hosted a number of public and private events to improve awareness of the hospital for patients, surgeons and GP’s. Thanks to MeMedia’s in-house marketing and media teams, these events were managed and promoted, and captured by our photographers and videographers.
The result was huge turnouts, increased community awareness and professional image and video galleries for later use. This was all included as part of working with MeMedia, meaning less additional costs of hiring additional event managers or media crews.
seo and content marketing
When starting with MeMedia, GCSH had been open for only 8 months. They had very little online presence, and could not compete with established competitors with large budgets. This meant creating and following an intelligent and well researched strategy.
The strategy involved deeply analyzing keywords, finding opportunities in SERP listings, fixing the website’s optimization, and creating great authoritative articles, infographics and videos - all with focussed keyword goals.
The result: MeMedia managed to dramatically increase GCSH’s real estate in just 2 months - bringing the hospital’s search result listings equal and with their largest competitors and increased website activity over 200%.
SOCIAL MEDIA MANAGEMENT
The cornerstone of success for GCSH has been increasing activity on Facebook. This was achieved through strategizing and analysing content for organic and paid release. Through testing MeMedia quickly found the right content to engage and rapidly grow GCSH’s audience.
The result was a 300% increase in social traffic, and and a huge increase in engagement on posts in just 3 months. Overall Social Media now contributes to 35% of GCSH’s website traffic and enquiries.
ADWORDS AND PAID SOCIAL PROMOTION
Being under a year old, GCSH needed to quickly increase public awareness, general practitioner awareness and surgeon awareness. Additionally focussing on local search was highly important, as well as specific procedures that the hospital was currently offering.
MeMedia devised an adwords strategy that was able to rapidly increase growth and brand awareness for GCSH. The advantage was that this had an immediate effect to traffic and enquiries, increasing both roughly 30%. This allowed GCSH some breathing room, while over the next 3 months SEO updates and Content Marketing increased overall organic ranking.