Healthcare Digital Marketing
Healthcare digital marketing presents a host of new opportunities for patient and physician engagement beyond what most health systems and health plans include in this mix. But for Dignity Health, digital marketing was already a critical cornerstone of their brand and marketing strategy when they came to Activate Health. They simply needed more support as their overworked marketing team couldn’t take on the heavy lifting involved in developing, executing and tracking any additional healthcare digital marketing efforts.
With physician practices across the Southwest including California, Nevada and Arizona, Dignity Health is one of the nation’s largest health systems. The organization’s “hello humankindness” consumer marketing campaign was developed prior to this engagement, but needed to be extended across a variety of media types, including digital and social. The health system chose our agency based on its extensive experience in healthcare digital marketing and our knowledge of this industry, including diverse stakeholders from patients to payers and referring physicians.
Dignity Health had an urgent need for creative concepts that would align with this existing branding campaign, but executed in a way that made the most sense for digital in order to drive meaningful results including increased traffic to their physician practice websites. We were able to quickly get up-to-speed on these branding considerations and develop concepts for a comprehensive healthcare digital marketing campaign that would meet the health system’s unique goals. For example, one of the tactics was designed to promote the new online appointment setting offered via Dignity Health’s pediatric practice websites. Activate Health also created campaigns promoting urgent care as an alternative to the ER and introducing new doctors across the health system’s patient base.
All of these campaigns were executed on time, on budget and on strategy and were based on best practices in healthcare digital marketing that aligned with our client’s own unique expectations and goals. Below is just one example of the healthcare digital marketing concepts deployed for Dignity Health through this partnership.