AdvantageCare Physicians Social Media
Description: In 2015, EmblemHealth assumed marketing responsibility for its partner multi-specialty medical practice, AdvantageCare Physicians (ACPNY), including development of marketing campaigns, collateral and management of its social media pages (Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, Blog, Yelp, Glassdoor).
My role: I was heavily involved in brand strategy to inform brand campaigns, and my Creative Services team was responsible for developing all marketing materials for the practice, including patient brochures, e-blasts and provider communications. As the head of social media for the enterprise, I was also responsible for AdvantageCare Physicians social media. In 2016, I hired a dedicated Digital Engagement Specialist to grow and support the brand's social presence, which included integrating the social channels with EmblemHealth's CRM, collaborating with Operations to launch a Twitter handle for customer service-specific questions, establishing an editorial content calendar and process that mirrored that of EmblemHealth and cultivating relationships with AdvantageCare Physicians providers, nutritionists and nurses to provide regular original content.
Results:
All marketing efforts supported regular YOY increases in ACPNY brand awareness and favorability
Integrated ACPNY into centralized, enterprise-wide social CRM tool, Sprinklr
Established infrastructure to support coordinated social media response across 34 office locations
Built an engaged social footprint with over 25K followers across platforms
Improved online brand favorability by 25% through response to inquiries on Yelp, Facebook and Twitter
Use the arrows in the gallery below to scroll through other examples of social media content.
Credits: Angeliki Jackson, Multimedia Designer; Karly Domsky, Digital Engagement Specialist; Ronald Bautista, Digital Engagement Specialist; Aleksander Rikhterman, Videographer; Claire Surrey, Manager, Enterprise Marketing & Digital Engagement