In his SocialMedia.org Health case study presentation, UnityPoint Health's Director of Creative Services, Brian Kennett, talks about how they are leveraging user-generated content to reach a millennial population.

1. Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings
UnityPoint Health
Brian Kennett
Social media case study

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SOCIALMEDIA.ORG
CASE STUDY 2016

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THE “PROBLEM”
• Traditional channels / tactics NOT reaching all brand personas
• Need to leverage efficient channels to reposition brand
• Reduced Budgets = Need to be “Scrappy”
• Desire to levearge social audience
• Leadership fear

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OUR “ANSWER” = UGC!
CREATE THE BAIT…

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SEED, CAPTURE, DEPLOY!

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IN THE WEEDS….
• Repurpose UGC and Drive to Web
• Encourage Engagement
• Variable CTAs (Test and Refine)
• Mitigate Brand Risk During Test

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CHANNELS LEVERAGED
• YouTube
• Facebook
• Twitter
• Programatic Video
• Display

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INITIAL RESULTS
• Top Performing Campaign
✓ +75% Completion Rate
✓ +25% CVR / 1k Impressions
✓ Consistently best engagement of paid content
• Driving Virtual Care and Urgent Care Volume
• HUGE engagement with non-traditional audience
• Award Winning :)

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NEXT STEPS: USING WHAT WE ARE
LEARNING…

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11. Learn more about
past and upcoming
Member Meetings
health.socialmedia.org/meetings
Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings