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.
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.
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.