Johns Hopkins Medicine

Brand Alignment & Engagement Strategy

Challenge

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

Solution

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 a strategic recommendations and two micro-campaigns, inclusive of content and creative assets to better reach women and minorities.

Result

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

How do you align multiple organizations under one brand online?

‍You develop a strategic roadmap for brand consistency and engagement.

Johns Hopkins Medicine sought Social Driver’s help to align two of its subsidiary hospitals (Sibley Memorial and Suburban) under one brand on social media.

Informed by social media research, Social Driver developed a strategic roadmap that outlined a specific plan for each social media channel under the Johns Hopkins Medicine brand. 

Social Driver also developed two mico-campaigns, inclusive of content and creative assets to better engage its target audiences. 

The first 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. This micro-campaign integrated women from diverse backgrounds, medical histories, and families to ensure the campaign was accessible to all women. Social Driver developed written content in line with the proposed channels strategy by embracing tone and key messages across channels. 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. 

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 visually tell the story. 

Implementing Social Driver’s strategic recommendations and micro-campaigns created more consistency in brand voice and tone and led to increased audience engagement. Specifically, the integrated strategy and micro-campaigns resulted in increases in average engagements by 56% and new page likes by 54% on Sibley Memorial and Suburban hospitals’ social media channels in just a few months.


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It was great to meet your social media team last night at ZooLights...It was fun to follow along on the Instagram stories your team was posting, and they really did experience it all. I hope they had a great time!
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