Truth In Marketing
Truth In Marketing
Client: Henry Ford Health System Ophthalmology
Agency: Vaccine Creative
Creative Director: Jim TerMarsch
Creative Supervisor / Social Strategist / Producer / Writer: Ryan Poquette
CHALLENGE: The Ophthalmology Department wanted to drive new patient traffic to specific physicians in multiple subspecialties at different centers, all while minimizing cost.
SOLUTION: We developed a complex social media campaign based around educational videos. Each of these videos featured one of the eye physicians offering a PSA-style discussion of a condition or treatment. We then developed a Facebook boosted post campaign, targeting each post to a small radius around the physicians’ respective eye centers. For each video in the series, we used a distinctive, branded light blue text title screen, helping to draw attention to and align the series in Facebook feeds, and also through our cross-promotion on the client’s website and YouTube – where they could easily click through to make an appointment with the featured physician. We were able to limit media cost to a $100 Facebook boost for most posts, while delivering almost 50,000 video engagements and driving new patient leads.