1.
Pin to Win
Including Pinterest in a Healthcare
Marketing Strategy
Jen Brass Jenkins, MPC | @chrliechaz
Kelley Whalen | @kelley_whalen

2.
Objectives:
1. Understand how Pinterest can be used for health care
audiences
2. Incorporate Pinterest into a marketing campaign
3. Use gathered Pinterest analytics to broaden your
campaign reach

3.
Kelley Whalen @Kelley_Whalen
Senior Manager, Market Development at UK HealthCare

4.
Jen Brass Jenkins, MPC @chrlichaz
Web Content Manager, U of U Health Sciences
Help manage a team of:
5 developers (ideally)
1 UI/UX designer
1 content specialist
1 analytics specialist
1 director (yes, managing up is a thing)
We are responsible for:
● Four main subdomains: health care, research, medicine, and (now) an
insurance plan; and others
● Maintenance, template design, & development; content acquisition,
curation, editing, and delivery

5.
Marketing, Web & Corporate Communications Team

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Pinterest—Why Should We Care?

7.
Pinterest—Why Should We Care?

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● Percentage of US online adult women: 42%*
● Percentage of online US adult men: 13%
● Number of users: 72.8 million
● Percentage female Pinterest users: 85%
● Average number of website visits generated from a pin: 2
*Pew Research Center, 2013/2014, http://www.pewinternet.org/2015/01/09/demographics-of-key-
social-networking-platforms-2/
Pinterest—Why Should We Care?

9.
Pinterest—Why Should We Care?
*Adweek, 2015 http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-
using-facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622

10.
1. Understand how Pinterest can be used for health care
audiences

11.
Health Care Stats Online
● 72% of internet users looked online for health information
this year. *
● Half of online health information research is done on behalf
of someone else. *
● Women make 80% of health care decisions for their
families and are most likely to be caregivers. **
* http://www.pewinternet.org/fact-sheets/health-fact-sheet/
** http://www.dol.gov/ebsa/newsroom/fshlth5.html

12.
How Pinterest Applies to Health Care
On average,
women spend
1.7 Hours
per month on
and make
80%
of Health Care
decisions

13.
2. Incorporate Pinterest into a marketing campaign

14.
Our Birthday - November 2013

15.
Boards organized by age group

16.
Stand out topics
that perform well:
● Pregnancy/birth
● Fitness
● Weight
● Nutrition
● Kids, back to school
● Motivational
● Cancer stats, tips, and
information

17.
Biggest Surprises:
● Users pinned headshots of their doctors
● Users found content you didn’t even know you had

18.
Grassroots
Community
Events

19.
How do you measure your success?

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How do you measure your success?
• Number of Followers
• Number of Repins
• Amount of referred website traffic from pins
– Quality of referred traffic over time

21.
● Pins: Content pinned
● Pinners: Pinterest users
pinning content
● Repins: Your pins/content
repinned by another user
● Impressions: Number of
pinners your content is in
front of
● Clicks

22.
3. Use gathered Pinterest analytics to broaden your
campaign reach

23.
Promoted Pin Campaign:
Women’s Health Month
May 2015

24.
Campaign Parameters
• Length: 1 month
• Budget: $2,000
• Pins: 8 content pieces to promote
• Targeting: Local/Salt Lake Valley
• Demographically: Women only, age 21+

25.
How did we decide which pins to promote?

26.
How did we decide which pins to promote?
• Choose already well-performing pins
• Experiment with:
– Infographics
– Quotes

27.
What were our measures of success for this
campaign?
• Previous metrics
– Increase in followers
– Repins
– Amount of traffic
• Campaign goal: Email newsletter signups

28.
Results

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Results: Overall campaign
• Doubled our followers (1,200-2,800)
• Over 1 million impressions
• 6,370 repins
• 4,080 clicks
• 200% increase in email newsletter signups
– Up to 100% residual increase in the following 2 months

30.
5 Top Performing Pins:
• 3 Trimester infographics

31.
5 Top Performing Pins:
• 3 Trimester infographics
• 30s women’s health infographic

32.
5 Top Performing Pins:
3 Trimester infographics
30s women’s health infographic
5 Tactics to slim down at work
infographic

33.
5 Tactics to Slim-Down at Work infographic
• Paid repins 731
• Earned repins 2,195
– 317 paid clicks
– 910 earned clicks

34.
Lowest Performing Pins:
• Bodyshaming quote
• Gardening
• Hot flashes

35.
Our Most Pinned Content
May 2013-Sept 2015

36.
Marketing Gains From Pinterest
• Brand awareness
• Community interaction
• Email subscription signups

37.
Connect With Us
Jen Brass Jenkins, MPC | @chrliechaz
Kelley Whalen | @Kelley_Whalen