Increasing Brand Awareness through Organic Social Media Marketing | Healthcare
Asian Institute of Medical Sciences carries an excellent reputation in the healthcare industry for its state-of-the-art medical care and high success rates of treatments. However, it suffered from stunted growth in the digital space. Our objective was to increase brand awareness through social media platforms and the requisite strategy entailed the creation of engaging content for Asian Institute’s audience.
The strategy was designed to create highly engaging content with increased relevance to the target audience that was interested in the whole healthcare industry per se. A few pivotal points of the strategy are-
The content strategy was the foundation of the overall theming that was done for the Healthcare behemoth. Hence, an automatic demand to generate a highly content bucket was generated and fulfilled with appropriate content. Here is what the content bucket looked like-
The content strategy was strongly backed by visually attractive graphics that magnified the purpose of the image copy within it. It was assured that the communication was clear and the message intended for the audience was accurate.
Further, unique concepts for topicals were curated with specialized graphics to refine the brand tone with a touch of premium.
The goal of the brand was to grow their presence on social media while creating assets for their inhouse campaigns and keeping up with the trends of the market. To achieve this, we did thorough research on the brand to understand their facilities, services and the client’s expectations for their new phase of social media marketing.
We also conducted competitor research to understand what our competitors were doing in the market and to analyze their design and content strategy in order to perfect ours.
A topical campaign was specifically designed for Navratri where we promoted 9 women doctors from the Hospital as warriors like the nine avatars of Maa Durga.
The campaign was a big hit and drove high engagement and organic reach from the online audience.
The strategy behind posting unique and highly engaging content also included Linkedin as a Social Media Platform. This was to target the professionals on Linkedin working in the Health Care Industry. This actually increased the number of quality job applications to the Hospital.
As a result, a hike of 158% in engagement on Linkedin Posts was recorded.
The way forward for Asian Institute of Medical Sciences
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