When we met, USA Fibroid Centers were struggling to attract patients. USA Fibroid Centers was a new brand in a competitive market. We wanted to position them as the place to go for advice and treatment. Their centers needed to feel like a safe, secure place while maintaining a level of professionalism and expertise.
They already recognized that one of their biggest problems was miseducation around fibroid treatment. We knew that a majority of women believed that a hysterectomy was their only hope.
The results of a survey revealed that most women felt embarrassed to openly talk about their fibroid symptoms with their physicians. We had to empower these women through education. We needed to empower them to get the best treatment.
It was clear from the offset that we really needed to reach these women quickly. We wanted to combat miseducation about fibroids and empower women through community.
Creating a sense of community
Online communities are growing – and they’re growing fast. It’s one of the most effective ways to reach your audience. Once you’ve built your audience you’ve gained community for life. In many cases, this means repeat business, or in this case referrals and engagement. Community members might join if they’re suffering from fibroids – as time goes on they might become an advisor within the group. Better, they become a brand advocate. A happy community meant real-life support for the medical cause. It also helps build brand advocates. Brand advocates share stories about their personal experiences.
I created “My Fibroid Resource”, a feel-good WordPress blog. It featured and shared success stories of real fibroid patients who received their treatment at the practice. These stories went on to inspire women. The personalized platform gained over 500 members and enabled us to create a thriving community of engaged patients. To support the blog we created a closed Facebook group and a Twitter chat. These platforms provided a place for patients to share their questions and concerns with physicians and other members of the care team.
#Meet a Fibroid Survivor
An online campaign wouldn’t be complete without a hashtag. We used #Meet a Fibroid Survivor for a series of patient-focused campaigns, on Facebook and Instagram. It connected like-minded people. Patients could speak with other women who’d been through similar experiences. Finally, patients could find someone to open up to; someone who understood and had been through the painful journey of uterine fibroids.
Interactive Content & Infogrophics
With an aim to educate we turned to social media and interactive content. We used a series of infographics on Instagram. Infographics work well on platforms that are visually led. Infographics also take complex matters and turn them into content that the patient can understand and digest.
Finally, we were reaching women who needed to hear myths around fibroids debunked. The Instagram infographics were joined by the campaign #Do I have Fibroid? and #She Knows.
#SheKnows took place in the form of a contest. It asked women to share their responses to a fibroid related question. Through the contest, we opened a place to talk. We used the space to educate ad we also discovered more of the unknowns around Fibroid. This was used to inspire future content.
We wanted to reach women through a range of mediums. We wanted to have something for everyone. We created a series of Facebook and LinkedIn webinars. In line with the digital campaigns. We used this avenue to educate women about the symptoms of fibroids and informed them about available options for treatment.
Social media storytelling
Research proves that fibroid patients feel stigmatized by talking about ‘women’s problems’. A majority of women feel hopeless and need to be ensured that they are in good hands. USA Fibroid Centers wanted to overcome this. They chose to highlight the physicians and their commitment to healthcare. They positioned them as experts, but also as people. People ready to listen and care for the patient.
A social media campaign “A Day in the Life of a Physician at USA Fibroid Centers” reduced the stigma around hospitals. It humanized the physicians and staff by sharing their life behind the Interventional Radiology (IR) room.
Over time there was an array of heartwarming stories on social media. Women felt empowered and many wanted to share their own stories. USA Fibroid Centers encouraged followers to share their own experiences with the clinic’s staff. This interactive campaign led to a huge increase in brand engagement and also fostered a community of brand loyalists.
WordPress, Buffer, HubSpot, Brightedge, Mailchimp
First, understand the audience.
Make sure you truly understand their emotional needs and build your brand from there. Find out which social media platforms your audience is using and meet them there. Let them determine where you push your focus and marketing budgets.
Create genuinely engaging content
Social media provided physicians with the tools to share information. It allowed them to engage with patients and peers. It humanized the hospital and reduced stigma around the process.
Create a community around your brand
If used properly, social media can arm patients with the right information to empower them in their medical journey. A sense of community adds to the feeling of belonging. Surrounded by like-minded people, patients are more likely to open up and seek help.
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Created with passion by ZB 2020 ©