How does a five-hospital, 270+ location health system serving South New Jersey and the Philadelphia area plan and develop organic social media content that is relevant and meaningful? How does its brand show up authentically to its vast audiences on each unique channel? How can its marketing team members find the clarity to deliberately, consistently and creatively produce content that honors their strategic brand positioning? These are the questions Virtua Health asked us to partner with them to solve.
grow an audience
The challenge with growing an organic audience is that it can sometimes feel like you’re speaking into an abyss. What Virtua Health needed was a customized framework that identified the unique mindsets of key users and laid out a connection formula to develop content that would resonate. What made this partnership so strong and successful was that the talented marketing team at Virtua Health had a vision for its social content centered around a singular and powerful purpose—Here for Good.
Put a purpose-driven
plan in motion
Hailey Sault went to work meeting with the Virtua Health team to design a plan that represented its Here for Good purpose and invited audiences to Tune into Good. Our team focused on bringing the Virtua Health team:
- Strategic principles to guide organic social media
- Key audience segments and persona archetypes
- Content planning framework
- Channel-specific content
- Strategies for cultivating a social media community
- Organic social media pillars
Archetype Development Patient Journey Mapping Content Strategy
— Ryan Younger, Vice-President of Marketing, Virtua Health