American Academy of Family PhysiciansInspiring Patients to Take Charge of Their Health

Powered by the American Academy of Family Physicians (AAFP), Family Doctor is a patient-facing brand that receives federal grants to educate the public on important health topics. AAFP turned to Social Driver to drive engagement in these initiatives through paid and organic social media campaigns, search engine optimization and search advertising.

In one month alone, 2.6 million new users visited FamilyDoctor.org through our campaigns, and Family Doctor social content was seen over 600,000 times. Family Doctor has also solidified its role as a trusted provider of family health information with an integrated, consistent brand presence across all channels.

Challenge

Creating Informed Health Care Consumers

Family Doctor is a patient-facing brand powered by the American Academy of Family Physicians (AAFP). The familydoctor.org website provides clear, physician-vetted health information and education to more than 4 million visitors each month.

Family Doctor receives federal grants from organizations including the CDC to educate the public on important health topics like diabetes, vaccines and mental health. AAFP needed an agency partner to engage people in taking charge of their families’ health. They wanted an agency that could balance an ever-changing program lineup and create interesting, accessible medical content.

AAFP turned to Social Driver to drive engagement in its grant-funded initiatives through paid and organic social media campaigns, search engine optimization and search advertising. Our challenge: fostering an online community of informed health care consumers.

Solution

Reinforcing Family Doctor as a Trusted Source for Health Information

Social Driver had worked with AAFP to design and launch FamilyDoctor.org. Our digital campaigns build on this work to reinforce Family Doctor’s role as a go-to source for health information.

Social Driver developed an overarching social media strategy, along with quarterly and monthly content calendars to map out content for featured grant programs. These campaigns cover a wide array of topics, such as dementia, skin cancer and breastfeeding.

Medical information on the Internet is often boring or hard to navigate. We take a creative approach to translate it into engaging, helpful, patient-centered content. Our designers create a full suite of original creative assets for each campaign, from videos and stills to search ads. Social Driver’s integrated strategy unifies social content creation with community management, search engine optimization and digital ads to achieve the strongest results.

How We Helped

Brand Design
Advertising
Social Media
Content
Social Media Creative
Marketing and Communications
Digital Strategy
Video and Animation

A gif of a diabetes quiz question on top of a blue animated background, a cursor moves onto the screen and clicks the correct question.

Creating Irresistible Medical Content

Social Driver created custom animated video content for each grant-funded program, similar to the breast cancer explainer video we created for AAFP. We took this concept a step further with AAFP’s diabetes campaign.

Grant requirements specified that our ads should provide ample information on diabetes. To make this content engaging and accessible, we created a HIPAA-compliant, quiz-style video with a simulated mouse icon that shows viewers the correct answer for each question.

The video is more fun and interactive than typical diabetes educational content. It generated strong results on a tight budget: sending over 29,000 visitors to FamilyDoctor.org.

A Dynamic, Trusted Brand in Health Care

Family Doctor’s campaigns offer a unique opportunity to balance the organization’s trusted reputation and dynamic focus on patients’ needs. Our team approaches Family Doctor as a consumer-oriented brand--with graphic illustrations, unique color sets for each topic and visual interest conveyed by elements like gentle movement.

A gif of a diabetes quiz question on top of a yellow animated background, a cursor moves onto the screen and clicks the correct question.

Results

Building a Safe Place to Engage on Health Issues

AAFP’s partnership with Social Driver has generated strong results: In one month alone,

2.6 million
new users visited familydoctor.org through our campaigns
600,000+
times people saw family doctor social content

The social media ads have sparked engagement among AAFP’s audiences, with social media users sharing their personal stories and opinions on the ads. The overall positive sentiment of these conversations shows that patients perceive Family Doctor’s channels as a safe, trusted space to talk about their health. As part of our community management role for Family Doctor, we use these patient insights to inform the brand’s strategic direction.

Family Doctor has also solidified its role as a trusted provider of family health information, with an integrated, consistent brand presence across all platforms. Social Driver continues to work with Family Doctor to generate standout health content across its digital channels.

Working with Social Driver is simply awesome. Our conversations are lively, creative and chock full of good vibes. But that’s always balanced with business, as we dig into trends, data, and recommendations – things we just can’t get done as a two-person team. Our Social Driver partners meet us where we are; they understand our limitations, but believe in our brand so much, they find opportunities even when we’re not asking – like optimizing our web pages or creating new approaches for vaccine education. Social Driver’s on our watch. And that’s incredibly reassuring."

Darcie Reeson
senior content strategist, aafp
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