Drive Targeted Engagement Through Social Marketing

One of the highest-rated healthcare organizations in the world, offering health system administration products and services — including voice-activated content through device-based apps and voice-powered web chats that improve patient engagement, quality and cost as value-based care grows.

They needed to leverage innovation-focused events to promote their voice offerings to attendees — for example, the Amazon Alexa Conference on voice in healthcare, where they participated to share thought leadership on the future.

We recommended a social marketing campaign aligned to the conference to raise awareness of the client's presence and drive booth traffic — with speakers and panel participants fueling “onsite” posts. The campaign ran before, during and after the event with a mix of sponsored and organic live posts on X. Targeting started locally while the event was underway (follower look-alikes, conference and voice-solution keywords), then shifted after the event to departing attendees and expanded nationally — adding criteria like in-home technology use, health/tech industry executives, and follower look-alikes for HIMSS, the client's next event.

The primary goal was awareness, but engagement followed: 2.4 million impressions produced more than 40,500 engagements — link clicks, likes, reposts, follows and replies — at a cost-per-engagement of $0.08.