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Digital Marketing Strategy for Cedars Sinai

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Knowcrunch
Knowcrunch

Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (January '22), worked for three months and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/2SE4EFl

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Digital Marketing Strategy 30 3 2022 Colorful Minds Agency
Brief Objective: Awareness for Brand, Programs & Services Buyer Persona: ● Men & Women ● Age range: 45-74 ● Los Angeles, California ● Upper Class (Corporate/Celebrities/Entrepreneurs) ● Health Care & Wellness One Year Plan Media spending budget available: $ 1.000.000
Research Areas that need improvement: ➔ Approachable but not formal tone of voice ➔ Post more regularly (comparison to UCLA) ➔ Paid ads look like organic posts ➔ Improve Ads results ➔ Advertise more on hard facts & generic services, than on medical personnel ➔ Improve reputation
Concept’s Schedule Calendar: Division of Cedar Sinai services in 12 sections / one for each month Jan 2023 May 2023 Feb 2023 Mar 2023 Jun 2023 Apr 2023 Jul 2023 Sept 2023 Aug 2023 Nov 2023 Oct 2023 Dec 2023 Cancer Obstetrics/ Maternity Heart Pediatrics Neurology Orthopedics Urgent Care Lung Primary Care Women’s Health Digestive & Liver Spine
Creative Concept Icon Motto & Tagline Based on the proposed creative concept
Content Marketing 16 exclusive articles per month, 4 on each publisher, written and signed by the hospital’s medical staff. Publishers: ➔ Health.com (6M Total Visitors per month) ➔ Los Angeles Times (40M Total Visitors per month) ➔ Healthline.com (260M Total Visitors per month) ➔ USNews.com (8.5M Total Visitors per month) ● Wellness Tips ● Prevention ● Statistics and Infographics on each monthly theme ● New treatments ● New technology Each article will be shared in the hospital’s social media 2 times per month.
Social Media Marketing Proposed Content: Patients Testimonials (Video/Image/Podcast) Hospital Space(Video/Image) Monthly Theme Introduction Doctors Success Stories (Video/Image/Podcast) Wellness Tips/Useful Tips (Video/Image/Podcast) Infographic with statistics
Facebook: 1 post daily Instagram: 1 post daily and a stories series based on the same subject Linkedin: 1 post daily Twitter: 2 posts weekly Youtube: 20 videos/podcasts per month Quora: daily responses to relevant questions Total Social Media Posts
Advertising Campaigns ➔ Facebook Ads Awareness, Engagement and Traffic Campaigns based on monthly themes ➔ Google Search Ads Ads based on most searched relevant keywords ➔ Google Display Ads Banners based on monthly themes, directing to the respective landing pages ➔ Premium Publishers Ads Rich media ads, Native Articles & Advertorials based on monthly themes in selected targeted publishers e.g. Health, USNews, LA Times, Healthline
Media Plan
Ads Creatives
Influencer Marketing K A S E Y A L T M A N
Timeline & Budget ➔ Media Spend: 1.000.000$ ➔ Production Fee: 200.000$ ➔ Management Fee: 150.000$ Estimated Impressions: 184.632.000 Jan 2023 Feb 2023 Mar 2023 Apr 2023 May 2023 Jun 2023 Jul 2023 Aug 2023 Sept 2023 Oct 2023 Nov 2023 Dec 2023 Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer
Media Plan
Team Members
THANK YOU!

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Digital Marketing Strategy for Cedars Sinai

  • 2. Brief Objective: Awareness for Brand, Programs & Services Buyer Persona: ● Men & Women ● Age range: 45-74 ● Los Angeles, California ● Upper Class (Corporate/Celebrities/Entrepreneurs) ● Health Care & Wellness One Year Plan Media spending budget available: $ 1.000.000
  • 3. Research Areas that need improvement: ➔ Approachable but not formal tone of voice ➔ Post more regularly (comparison to UCLA) ➔ Paid ads look like organic posts ➔ Improve Ads results ➔ Advertise more on hard facts & generic services, than on medical personnel ➔ Improve reputation
  • 4. Concept’s Schedule Calendar: Division of Cedar Sinai services in 12 sections / one for each month Jan 2023 May 2023 Feb 2023 Mar 2023 Jun 2023 Apr 2023 Jul 2023 Sept 2023 Aug 2023 Nov 2023 Oct 2023 Dec 2023 Cancer Obstetrics/ Maternity Heart Pediatrics Neurology Orthopedics Urgent Care Lung Primary Care Women’s Health Digestive & Liver Spine
  • 6. Content Marketing 16 exclusive articles per month, 4 on each publisher, written and signed by the hospital’s medical staff. Publishers: ➔ Health.com (6M Total Visitors per month) ➔ Los Angeles Times (40M Total Visitors per month) ➔ Healthline.com (260M Total Visitors per month) ➔ USNews.com (8.5M Total Visitors per month) ● Wellness Tips ● Prevention ● Statistics and Infographics on each monthly theme ● New treatments ● New technology Each article will be shared in the hospital’s social media 2 times per month.
  • 7. Social Media Marketing Proposed Content: Patients Testimonials (Video/Image/Podcast) Hospital Space(Video/Image) Monthly Theme Introduction Doctors Success Stories (Video/Image/Podcast) Wellness Tips/Useful Tips (Video/Image/Podcast) Infographic with statistics
  • 8. Facebook: 1 post daily Instagram: 1 post daily and a stories series based on the same subject Linkedin: 1 post daily Twitter: 2 posts weekly Youtube: 20 videos/podcasts per month Quora: daily responses to relevant questions Total Social Media Posts
  • 9. Advertising Campaigns ➔ Facebook Ads Awareness, Engagement and Traffic Campaigns based on monthly themes ➔ Google Search Ads Ads based on most searched relevant keywords ➔ Google Display Ads Banners based on monthly themes, directing to the respective landing pages ➔ Premium Publishers Ads Rich media ads, Native Articles & Advertorials based on monthly themes in selected targeted publishers e.g. Health, USNews, LA Times, Healthline
  • 13. Timeline & Budget ➔ Media Spend: 1.000.000$ ➔ Production Fee: 200.000$ ➔ Management Fee: 150.000$ Estimated Impressions: 184.632.000 Jan 2023 Feb 2023 Mar 2023 Apr 2023 May 2023 Jun 2023 Jul 2023 Aug 2023 Sept 2023 Oct 2023 Nov 2023 Dec 2023 Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer Facebook Ads Google Display Ads Google Search Premium Publishers Influencer