Building Brand Awareness With Healthcare Influencer Marketing

success

Key Outcomes

Leveraging an organic and paid social marketing strategy with local influencers, a regional nonprofit integrated health system greatly increased awareness of its women’s health services with its target markets.

23k+

net-new user website visits from the campaign alone

23.33%

higher engaged session rate for organic and paid social influencer campaigns

462k

engagements from paid social media campaigns

challenge

Our client offers industry-leading services in a region filled with stiff competition. In profiling the health system’s target markets, we identified a need to address the brand perception and lack of awareness in the market. Together, we uncovered an untapped opportunity to generate brand awareness and promote the health system’s key service lines in an innovative way using influencer marketing.

Strategy

GRADIANT and the health system determined that its target audiences regularly turned to influencers for research and advice. We then partnered with Open Influence, an influencer marketing agency, to help find, vet and facilitate the content and timelines with local creators.

The goal was to work with creators to elevate the health system as a leading provider of women’s health through every life stage. This was a previously unchartered method of doing brand advertising since most healthcare influencers were local doctors or nurses who aimed to build their own brands, not that of where they worked. Overall, the health system worked with a total of 12 influencers who developed assets for organic and paid social campaigns.

GRADIANT developed, executed and optimized paid social campaigns for this healthcare organization consisting of ads on TikTok and Instagram from September 2023 through June 2024. The fresh, down-to-earth creative covered highly relevant themes and services including breast cancer awareness, heart health, mammograms and what to expect when you’re expecting.

Results

The organic social and paid social campaigns proved successful in generating brand awareness.

For organic social, 12 influencers created Instagram (carousel and reels) and TikTok video assets. The organic Instagram campaigns generated 1.36M impressions and 14.8k engagements, while the organic TikTok campaigns drove 17.6k impressions and 1.8k engagements.

Together, the paid Instagram and TikTok social campaigns brought about a total of 35k clicks and 462k engagements.

The combined organic and paid campaigns drove 23k+ net-new website visitors, indicating greater brand awareness, and the engaged session rate for the organic and paid social campaigns was 23.33% higher than the paid media averages for all other campaigns combined, illustrating how the net-new users showed greater interest in learning more about the health system.

Campaign success

Comment sentiment was overwhelmingly positive throughout the campaign. Audiences enjoyed the informative content and were appreciative of the healthcare-related reminders. This resulted in a few key sentiment trends:

This campaign served as a reminder to many that their health and wellness should be a top priority, with many thanking the creators for reminding them to schedule appointments, perform self-exams, and find a healthcare provider and facility they can trust.
Content featuring Breast Care reminders received praise from viewers, with comments such as: “Look at you, inspiring me to do what I should be doing!!” and “Thanks for sharing! It’s time for my mammogram!”
A few of the creators highlighted convenience as a key part of their experience using the health system. Commenters loved the offerings of same day and virtual visits, leaving comments such as: “Love that they offer this, so convenient to be able to have same day care” and “Virtual care makes everything so convenient! That’s great it’s available to everyone.”
Followers were eager to share their own experiences at the health system’s facilities with comments like: “I had my baby at this hospital hands down the best of the best. Nurses were amazing so kind and helpful. I recommend this hospital all the time now.”

And as a bonus, the health system earned $5,500 in Meta ad credits for these campaigns.

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insights