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A Creative and Interactive Approach to Launch a New Brand

Case Studies edward elmhurst case study

The Edward-Elmhurst Health merger created one of the largest integrated health systems in the state of Illinois. They needed a bold idea to showcase the new brand. Leveraging a sports celebrity and a focus on wellness, they launched the “Healthy Driven” campaign. MedTouch created a comprehensive digital strategy. One of the central elements was a patient-centric microsite challenging visitors to be healthy, earn points, and compete with others on a leaderboard to win prizes.

16,000
sign-ups for the Healthy Driven challenge

14
Million organic Twitter impressions

137
Million ad impressions

As part of the comprehensive strategy, MedTouch:

  • Designed, storyboarded and built an interactive and responsive game-based site
  • Created the ability to share messages to social channels to earn referral points
  • Integrated an Instagram tagboard
  • Monitored social media and “negative” post removal
  • Branded hashtag #healthydriven
  • Developed account profile login with Facebook or Twitter
  • Led a display and search campaign
  • Built a competitive leaderboard with sort options for users or points
  • Implemented real time bidding strategy on premium channels
  • Launched direct marketing via targeted emails
  • Designed an interactive reporting dashboard

Key components of the strategy:

  • Microsite with interactive game incentivizing visitors to adopt healthy habits
  • Personal dashboard to track points earned and process
  • Dynamically built custom image with a return referral link
  • Social media integration and promotion strategies
  • Sitecore engagement plan
  • A/B testing
  • SEM and display advertising
  • Executive reporting

All Results During Five Month Campaign:

  • 137 million impressions in the Greater Chicago area, resulting in a fully-saturated digital market at a cost of 2/10¢ per impression
  • 16,000+ sign-ups for Healthy Driven challenges surpassing original goal of 10,000, engaging patients and prospects
  • 50% participants used social media single sign-on, showing trust in the organization
  • 3,400+ follow-on visits to the Provider Directory page, continuing the journey to appointment
  • 3,000+ visits to the HealthAware assessment, an evaluation that shows high ROI for the organization
  • 14 million global organic impressions for Twitter hashtag #healthydriven, which became the third trending healthcare hashtag during the period of the promotion
  • Reached 99% of market on rich premium digital channels
  • #1 organic search ranking for key terms
  • YouTube preroll with over 2 million impressions, 55% video completion on a skippable ad at a cost of $.02 per completed view
  • 52% ad recall and 25% increase in system awareness

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