Ways to Make your Healthcare Campaign take the internet by storm
Viral in the healthcare business isn’t always a bad thing, you actually want your marketing campaigns to go viral in a big way. For a smaller brand, having a healthcare campaign take the internet by storm may seem a bit out of reach, but the truth is, viral campaigns are about 10% luck and 90% engineering.
To begin with, you have to have a solid plan of action, we’ve outlined 6 points all viral campaigns must have to be effective.
1.) Set a clear and realistic goal.
Ask yourself what it is you want to achieve. What are people most passionate about? What will resonate with your audience and motivate them to action? Asking yourself these questions will ensure that you have enough interest to make your healthcare campaign successful.
2.) Define your channels of delivery.
With so many options for Social Media, it’s important to pick the right one for your audience. So, figure out what they are using first. Is it Facebook? Instagram? Twitter? Or a combination of the three? Remember, just because you may have a favorite, that doesn’t mean your audience has the same.
Develop content that not only informs, but inspires. The goal is to engage your audience on an emotional level, so give them something emotional to grab on to and claim some ownership of.
The Ice Bucket Challenge is a wonderful example of content that stands out. This healthcare campaign raised money for ALS while giving folks watching the videos a big laugh. This campaign actually united, entertained, rallied and challenged people to a wonderful cause and it worked. The money collected from the Ice Bucket Challenge did help with a breakthrough in the fight against ALS.
4.) Unite People.
The Ice Bucket Challenge united people on a large scale, on a smaller scale, you can come up with a clever hashtag with a clear call to action to get people involved. Then, host an event that will bring people together for the cause and let them share their stories.
5.) Keep up the energy.
Don’t just sit around and wait for something to happen. You have to keep driving the campaign or it will lose momentum. If you’re serious about making your campaign a priority, it has to be a footprint on everything you do.
A wonderful example of enduring energy is the Pink Ribbon from the breast cancer awareness campaigns. This symbol has been around longer than viral campaigns but is still a direct sign of the cause. The minds behind the pink ribbon are constantly looking for new partners, planning events and cultivating relationships that will keep their ribbon in the forefront of cancer awareness.
Make sure you are encouraging people to like, share and post using your assigned hashtag. Then, you can easily connect whoever uses the hashtag to your website to drive even more traffic.
You want to make it easy and fun for people to get involved. Your call to action should be short and sweet as well, something that states the cause and gives people an opportunity to get involved. Also, be sure to set up online donations to make it simple for people to participate and maybe even a text-to-donate platform for super easy access. With a little planning and great content, your healthcare campaign can go viral.