Digital Marketing in Health Care

Digital Marketing
I have selected the Jackson Jackson Health System, based in Miami, one of the largest health care facilities in the country. I have selected the Digestive Health program. The website for Jackson Health System is http://www.jacksonhealth.org/services-otolaryngology.asp
Despite its size, the Jackson Health System does not appear to have any particular marketing campaign, and the Digestive Health department definitely does not have a marketing campaign. The system's slogan is Miracles Made Daily, a weak and generic slogan and says nothing, and honestly does nothing to inspire. First, I don't want a miracle, I want a professional doctor to save me – if I'm relying on God to save me, why would I pony up for health care services? I know what they are trying to say with this slogan, but it misses the market big time for me.
I agree with the Jackson policy that individual departments do not necessarily need slogans. If you look at the four Ps of marketing, health care is one of those areas where Product matters – we're putting our money into the best doctors and best equipment, and differentiating based on our ability to provide better health outcomes. If we are going to put an unofficial slogan on the website, it would reflect that: "America's best care."
A campaign, however, is different. The objective of this campaign to create awareness that Jackson has a particular specialization in gastroenterology. There are other providers in South Florida against which we compete. Jackson has a great brand in the region, and that can attract people. More important, we want to start on the prevention side – creating awareness of GE issues in order to raise awareness and position ourselves as thought leaders on the subject.
The campaign will focus around the slogan: "Healthy Gut for Health Living."
There are a number of ways to measure engagement with a digital campaign – if you're using a tool like Hubspot or Hootsuite you'll get quite a bit of data on social media engagement, blog engagement and that sort of thing. Even better is to create a contest or game that people can interact with. Doing that will provide us with metrics as to how many people are engaging with the promo as opposed to passively consuming it. Moreover, the message will be stickier if we get people to interact. I would definitely consider offering a prize with the context, and get people to fill out some basic information. We aren't trying to build a funnel necessarily, since this campaign is about awareness rather than lead gen, but the idea here is to collect information that we can use later. Ask people if they have heartburn, and how much. It's a non-invasive medical question that people will answer. Offer an e-book to everybody about best dietary practices, but a prize to a random winner as an additional enticement. We want people to download the e-book to increase our thought leadership.
If we did a video as a companion to this campaign, that video would be distributed on Facebook and Twitter, and Instagram. It would be a 20-sec video that contained a very simple message about gut health.
GE issues typically hit people by middle age and up, so I would target the 40+ demographic, and males, since they suffer from these issues a lot but are less likely to seek medical care. Miami-Dade County will be the geographic target. The promotion will run in Spanish, English and Haitian Creole, as those are the three official languages of Miami-Dade County. We are a health care provider for all, and thus will target all with our informational message.
The promo will run across the three designated social platforms – the over 40 crowd doesn't really do Snapchat so we'll leave that out.. The engagement will come from the survey'game, and will target both patients and families. We will also build our thought leadership by sharing posts, tweets, and articles that cover the latest research in the field as well – people who suffer from these issues can use our social feeds as a way to educate themselves, which in turn means that when they need care we will be top of mind.


References

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