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An Integrated Campaign

The Medical Mondays campaign was the first fully integrated campaign for UPMC and incorporated traditional advertising, digital ads, social media, website, and the blog. The purpose of the campaign was to educate the audience on some of the more prominent diseases and conditions, as well as present our experts in a more personal light. To accomplish these goals we highlighted a different medical condition on a weekly basis. Each topic was accompanied with a patient story told through video and a series of blog articles that answered the most common questions surrounding that condition. As the digital lead on this campaign, I identified topics, developed the blog content, and  coordinated promotion and distribution.

 

Campaign Highlights & Takeaways

  • The Medical Mondays landing page had a low bounce rate of ~50% demonstrating that visitors were engaging with our content.
  • Through native advertising and social promotion we averaged between 5-6k visits a week.
  • The blog articles that were promoted during the week, then saw increased organic traffic even after the promotion ended.
  • The video received the most views when promoted on Facebook, while the articles saw the most success with native ads. This is why it is important to match content to the proper medium.
  • By focusing many resources on one topic, we were able to reach more people, create more widespread awareness, as well as drive action.

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