Our client is the global leader in hearing solutions, has empowered more than 600,000 people of all ages to achieve better hearing outcomes. Prior to engaging Demand Mavericks, they had an active social media presence but lacked a cohesive strategy.
Solving for the Client's Why
Recognizing an internal need for a healthcare communications agency that could figure out why the global brand’s robust social media presence wasn’t translating into more leads and conversions, The client tapped us to develop a healthTech-focused social media strategy that could extend the brand’s reach on Facebook and Twitter, increase engagement, educate people about advanced hearing solutions and connect with candidates who could benefit from its products.
Before we could devise and execute an integrated social strategy, we first had to identify their target audience — current and prospective hearing device candidates as well as their families and loved ones. We also had to gain a better understanding of their customers’ journey and pinpoint critical junctures along the way where we could meet the client's targets with inspiring, entertaining, and relevant content.
As a result, social engagement skyrocketed, website visits surged and the client garnered thousands of new leads.
Social Media Matters. Social Media Strategy Matters Even More.
If you build a social media platform, fans and followers will come.
If you build it strategically around a content value exchange, they will go where you lead them. For our social media clients, that means utilizing engaging social content to drive current and prospective customers deeper into the sales funnel. In order to achieve this movement for the client, our healthcare team took a multifaceted approach that included:
Solidifying the social presence. Our initial steps meant refining the client's social media presence. We began by auditing and optimizing the client's company pages on YouTube, LinkedIn, and Twitter to ensure consistency on all social media platforms while strategically focusing on Facebook and Twitter.
This included performing a thorough review of each platform and making necessary changes to ensure consistency among design elements, messaging, calls to action, and other integrations.
We also ensured that the brand “liked” and engaged with appropriate industry and hearing loss pages on Facebook and unfollowed irrelevant and ghost profiles on Twitter. Additionally, we utilized Facebook and Twitter advertising platforms to increase the client’s fans and followers and drive engagement.
Identifying the target audiences.
Our social strategy and accompanying content honed in on three audiences: people who could benefit from an advanced hearing solution, family members who knew a family member needed a hearing solution, and people who had chosen our client's hearing solutions to be a partner in their hearing journey and already had the client's product.
Creating a strategic framework. Our strategy, content, social media team determined that given its natural, built-in audience, Facebook would primarily be used to connect more deeply with recipients and their families.
Twitter would be used to initiate conversations and connections with candidates who could benefit from the client's products.
Curating a monthly social content calendar.
We conducted strategic content meetings with the client that drove the creation of monthly content calendars for Twitter and Facebook. Social content focused on demonstrating the client's main differentiator — the sense of community among its recipients and their success after receiving and using their devices. We also incorporated topical and branded hashtags into Twitter and Facebook posts to reach people who had yet to engage with the brand.
Integrating content marketing, traditional public relations with a social media strategy and retargeting.
We extracted the stories of people who had benefited from the client's products and distributed them through earned and shared channels.
By strategically implementing medical device public relations primarily in local markets while continuing to look for relevant opportunities to break into national media and repurposing the content across Twitter and Facebook, our healthcare team made it easier for people to see themselves in the stories of our clients recipients, view the brand positively and take action to treat hearing loss.
Engaging with audiences effectively. We monitored the client's Twitter presence and relevant hashtags to engage with posts that the brand’s followers would find helpful, informative, and entertaining. And our social media team directly engaged with Facebook groups and comments on the client's behalf — a strategic move that increased reach, meaningful engagements as well as the number of engagements per post.
Collaborating with the right influencers.
We helped the client identify implant recipients who would make ideal brand champions and whose stories could be amplified and shared across the brand’s website and social media channels. We also searched the client’s social channels for content opportunities.
As an example, if a number of people in a hearing loss-related Facebook group were asking the same questions, our social media team flagged these topics for future content development. And we identified potential candidates on the cusp of deciding to get a hearing device and connected with them through a group of client volunteers who could directly talk about their experiences with the brand.
ROI receipts on social performance.
We provided the client with weekly dashboards that depicted social impressions and identified top-performing posts.
This ongoing monitoring of content performance allowed our social media team to be flexible and nimble with content development and management efforts.
We also delivered highly customized monthly dashboards to guide the next month’s social media approach, provide recommendations for improving engagements among recipients and candidates, and determine ways to drive website traffic and leads from social media.
Outperforming Expectations and Driving Social Media Conversion Rates
Demand Maverick’s initial goals for the engagement included:
And by the end of our first year with the client, we exceeded every metric:
Our strategic social media expertise helped the client boost its social engagement metrics above and beyond expectations to drive website traffic and convert its followers into hearing device recipients and recipients into brand champions with meaningful spheres of influence — and that was just at the outset of our engagement.
As our relationship with the client evolved, the scope of our work expanded to include more audiences, social platforms and media types. We helped the client target hearing health professionals, such as audiologists, on LinkedIn. And we strategically leveraged YouTube as a search engine to bring SEO into the client's broader video content strategy.
SEO
Strategy
Content Marketing
Social Media Management
Analytics
Paid Social
Creative
The hearing device market is highly competitive. Our solution to help this medical device company gain new leads and clients needed to be future-proof and more innovative than the competition.
We developed an omnichannel approach with highly segmented audiences that would provide year-long education and awareness. And our solution would also drive intent and action at speed.
Every family is unique — we targeted family decision-makers who could be aged 18 to 85.
Working with our enterprise-level data partners, we used modeling data to create lookalike profiles for granular audience segmentation based on various demographics, placed these decision-makers into segmentation buckets, and spoke directly to each one.
Our solution encompassed comprehensive content, local PR, and social for the campaign’s digital creative and our full-funnel search, social, and programmatic strategies.
Increase in Qualified Leads
The campaign exceeded its target goal, achieving 2,500% of its targeted outcome. It also delivered key insights to create even higher-impact strategies for campaigns. The brand's target audiences were first educated about the brand and then called to act with our robust, full-funnel, omnichannel campaign. Our unique ad sets offered multiple variations with different messaging and imagery to guarantee that our target audience received personalized messages that speak to them. We made sure to educate users through our messaging on the benefits and accessibility via resellers, while also reminding lapsed target audience of the brand's value proposition through remarketing.
Increase in Social Traffic to the Clients Website
4x the Average Monthly Website Visitors From Social Media
The campaign exceeded its target goal, achieving 2,500% of its targeted outcome.
The client's Facebook and Twitter leads skyrocketed by 245 percent.
The client's social engagement soared..
The campaign exceeded its target goal, achieving 2,500% of its targeted outcome.
