It is no secret that social marketing is a powerful tool for driving patient volume if used correctly. You can use already existing tools and influencers in the social media world to drive significant patient volume. This is accomplished by taking advantage of savvy internet users who know how to generate online communities.
Harvard Business Review did a case study on “How Ford Got Social Marketing Right”. Even though this is outside of the hospital marketing realm, we can learn from the principles of this case study.
The effects utilizing a relatively small cost:
- 6.5 million YouTube views
- 50,000 requests for information about the car- virtually none from the people who already had a Ford in the garage.
- Ford sold 10,000 units in the first six days of sales.
Bud Caddell at Undercurrent, a digital strategy firm who was responsible for Ford’s plan was quoted:
” The idea was: let’s go find the twenty-something YouTube storytellers who’ve learned how to earn a fan community of their own. [People] who can craft a true narrative inside video, and let’s go talk to them. People are not just telling stories for the sake of telling stories, though certainly, these stories have their own rewards. They were making narratives that would create economic value.”
They reached out to consumers not just to pitch them, but to ask them to help pitch the product. All of the stories were then lovingly documented on YouTube, Flickr, Facebook and Twitter.
To create the Ford Fiesta Movement for your health system, follow these three easy steps:
- Engage culturally creative consumers to create content
- Encourage them to distribute this content on social networks and digital markets in the form of a digital currency
- Craft this is a way that rebounds to the credit of the brand, turning digital currency (and narrative meaning) into a value for the brand.