Social Media Case Study – OhioHealth (One Born Every Minute)

OhioHealth Social Media Case StudyLifetime One Born Every Minute social media case studyCompany

OhioHealth (One Born Every Minute)

Industry

Healthcare

Goals

Social networking was a large part of the advertising/marketing that was used to promote this TV series by OhioHealth.  Therefore, Webbed Marketing’s social efforts were critical to raise awareness around the maternity program at Riverside Methodist Hospital, as well as the blog, BirthofaMom.com.

In addition to awareness, Webbed Marketing wanted to build credibility of the outstanding maternity program at Riverside Methodist Hospital. Because this was such an honor for OhioHealth’s Riverside Methodist Hospital to host the series, Webbed Marketing wanted to showcase this for the central Ohio community, and create buzz around the good news in the community. Through doing this, the ultimate goal was to increase the number of mothers who choose Riverside Methodist Hospital or another OhioHealth maternity unit as their place to give birth.

Challenges

-          Addressing the target audience for the show, “One Born Every Minute” on Facebook

-          Keeping the page interactive and not self-promotional

What we did

Webbed Marketing created a social network campaign to help OhioHealth promote the “One Born Every Minute” Lifetime documentary TV series, which was taped at Riverside Methodist Hospital in the fall of 2010, and aired in February 2011.

The target audience for our social media campaign was women aged 20-40 who were mothers or hoped to become mothers.  We targeted women who had delivered at Riverside Methodist Hospital or who will deliver there in the future.  We also wanted to address the Riverside Methodist Hospital staff, which was very involved in the One Born Every Minute show.

Webbed Marketing utilized visual components, such as photos and videos, to brand social networks with Riverside Methodist Hospital and BirthofaMom.com, and to make the entire experience more personal for fans.  We also created a personal questionnaire so the target audience could relate to the participants of the program being filmed at Riverside Methodist Hospital on the BOAM site. Plus,we collaborated with Lifetime TV and local affiliates on promotional efforts (such as using the hashtag #oneborn for Twitter).

  • Facebook & Twitter
    • Created a specific campaign Facebook page and Twitter account branded to Riverside Methodist Hospital and the show
    • Customized tabs on Facebook page to drive to Riverside Methodist Hospital families, staff and physicians
    • Posted 5-10 messages/assets to the designated campaign Facebook page each week
    • Posted 2-5 messages per week to the Riverside Methodist Hospital account (@RiversideHosp)
    • Utilized video clips taken by Webbed Marketing and OhioHealth of the moms, Riverside facilities and  Riverside physicians
  • BirthofaMom.com Blog (BOAM)
    • Used free blog software on Birth of a Mom to capture the “behind the scene” stories of Riverside Methodist Hospital staff, physicians and families that deliver on the show, using video and photography (We actually created this in WordPress)
    • Developed a blog calendar for posts
    • Reached out to other mommy bloggers in the Columbus region to make them aware of BOAM
    • Used this content on Facebook and Twitter
  • Through video, we shared the experience to build personal relationships between our local audience and the families participating in the show.
  • We recorded and promoted videos of the staff at Riverside Methodist Hospital
  • With the help of OhioHealth, we shot short, informal video clips of the families on the show, while they were experiencing taping at Riverside Methodist Hospital.

Outcomes/Results

Facebook page

  • More than 2,000 total Likes/Fans
  • 1,836 new Likes/Fans in the past 2 months (February 1 to April 12)
  • 461,601 post views in the past 2 months (February 1 to April 12)
    • This is the number of times people viewed a news feed story
  • 2,435 post feedback in the past 2 months (February 1 to April 12)
    • This is Likes and comments made on news feed stories

BirthofaMom.com blog

  • 3,451 total visits
  • 7,593 total page views
  • 2.20 pages/visit
  • Facebook is #1 referring site, Twitter is #5 referring site

After Webbed Marketing’s successful social media campaign for the show, One Born Every Minute now has a large, powerful and interested audience to share Riverside Methodist Hospital and OhioHealth news, tips and resources with.

The social media Fans are constantly commenting on page updates, photos and videos. They tell us what they like about the show, Riverside Methodist Hospital, the doctors and nurses, etc.  This campaign gives OhioHealth and Riverside Methodist Hospital an opportunity to respond to concerns and questions, and keep an ongoing relationship with their target audience. In addition, the Riverside Methodist Hospital staff was able to build relationships with each other through the interactive project.

Check out this article on One Born Every Minute, too!