John Hopkins

Unifying a fragmented digital presence

Challenge

13 separate social channels, 1 brand

Johns Hopkins Medicine had a fractured brand on social media with marketing efforts divided between various hospital brands that didn't reflect the greater brand strategy of Johns Hopkins Medicine. They sought Social Driver’s help to align two of its subsidiary hospitals (Sibley Memorial and Suburban) under one brand on social media and to provide a creative and coordinated way to better reach their target audiences across organizations.

Solution

One Hopkins

Social Driver developed a strategic roadmap to align two of Johns Hopkins subsidiary hospitals under one brand on social media. Informed by research, Social Driver developed strategic recommendations and two micro-campaigns, inclusive of content and creative assets to better reach women and minorities.

How We Helped

Social Media Strategy
Audience Intelligence Research
Content Strategy & Production
Creative Direction & Production

Clear channel strategy

As Johns Hopkins integrates Sibley Memorial and Suburban hospitals into the master brand, having clear strategies is vital. By giving each channel a purpose, Johns Hopkins can capture audience attention based on their online behaviors and give users a reason to follow across channels.

Women, Let’s Be Real

The micro-campaign, “Women, Let’s Be Real,” spoke to the different stages that women face when accessing healthcare — from discovering resources, to seeking preventative care, to receiving treatment. Special consideration was given to integrate women from diverse backgrounds, medical histories, and families to ensure the campaign was accessible to all women. Social Driver developed written content with tone and voice and key messages that served the overall strategy for each channel. Content included still graphics, infographics, GIFs, and explainer videos to visually tell the story. While the creative assets were developed to be evergreen, there were great opportunities to align them to conversations around Women’s Health Month.

Minority Health Month

The second micro-campaign focused on the four topic areas of Minority Health Month:

  • Health Disparities
  • Cancer / Prostate Cancer
  • Mental Health
  • Sibley’s Club Memory

As part of the campaign, Social Driver developed written content in line with the proposed channels strategy and included still graphics, Instagram story cards, infographics, and GIFs to tell the story in engaging ways.

Results

Brand alignment leads to engagement

Implementing Social Driver’s strategic recommendations and micro-campaigns created more consistency in brand voice and tone. Average engagements increased by 56% and new page likes increased by 54% on Sibley Memorial and Suburban hospitals’ social media channels in just a few months.

56%
Increase in Average Engagement
54%
Increase in New Page Likes
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