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Pin to Win
Including Pinterest in a Healthcare
Marketing Strategy
Jen Brass Jenkins, MPC | @chrliechaz
Kelley Whalen | @ke...
Objectives:
1. Understand how Pinterest can be used for health care
audiences
2. Incorporate Pinterest into a marketing ca...
Kelley Whalen @Kelley_Whalen
Senior Manager, Market Development at UK HealthCare
Jen Brass Jenkins, MPC @chrlichaz
Web Content Manager, U of U Health Sciences
Help manage a team of:
5 developers (ideally...
Marketing, Web & Corporate Communications Team
Pinterest—Why Should We Care?
Pinterest—Why Should We Care?
● Percentage of US online adult women: 42%*
● Percentage of online US adult men: 13%
● Number of users: 72.8 million
● Per...
Pinterest—Why Should We Care?
*Adweek, 2015 http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-
u...
1. Understand how Pinterest can be used for health care
audiences
Health Care Stats Online
● 72% of internet users looked online for health information
this year. *
● Half of online health...
How Pinterest Applies to Health Care
On average,
women spend
1.7 Hours
per month on
and make
80%
of Health Care
decisions
2. Incorporate Pinterest into a marketing campaign
Our Birthday - November 2013
Boards organized by age group
Stand out topics
that perform well:
● Pregnancy/birth
● Fitness
● Weight
● Nutrition
● Kids, back to school
● Motivational...
Biggest Surprises:
● Users pinned headshots of their doctors
● Users found content you didn’t even know you had
Grassroots
Community
Events
How do you measure your success?
How do you measure your success?
• Number of Followers
• Number of Repins
• Amount of referred website traffic from pins
–...
● Pins: Content pinned
● Pinners: Pinterest users
pinning content
● Repins: Your pins/content
repinned by another user
● I...
3. Use gathered Pinterest analytics to broaden your
campaign reach
Promoted Pin Campaign:
Women’s Health Month
May 2015
Campaign Parameters
• Length: 1 month
• Budget: $2,000
• Pins: 8 content pieces to promote
• Targeting: Local/Salt Lake Va...
How did we decide which pins to promote?
How did we decide which pins to promote?
• Choose already well-performing pins
• Experiment with:
– Infographics
– Quotes
What were our measures of success for this
campaign?
• Previous metrics
– Increase in followers
– Repins
– Amount of traff...
Results
Results: Overall campaign
• Doubled our followers (1,200-2,800)
• Over 1 million impressions
• 6,370 repins
• 4,080 clicks...
5 Top Performing Pins:
• 3 Trimester infographics
5 Top Performing Pins:
• 3 Trimester infographics
• 30s women’s health infographic
5 Top Performing Pins:
3 Trimester infographics
30s women’s health infographic
5 Tactics to slim down at work
infographic
5 Tactics to Slim-Down at Work infographic
• Paid repins 731
• Earned repins 2,195
– 317 paid clicks
– 910 earned clicks
Lowest Performing Pins:
• Bodyshaming quote
• Gardening
• Hot flashes
Our Most Pinned Content
May 2013-Sept 2015
Marketing Gains From Pinterest
• Brand awareness
• Community interaction
• Email subscription signups
Connect With Us
Jen Brass Jenkins, MPC | @chrliechaz
Kelley Whalen | @Kelley_Whalen
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
Pin to Win: Using Pinterest for Health Care Marketing
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Pin to Win: Using Pinterest for Health Care Marketing

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While incredibly effective as a tool in the consumer industry, Pinterest is still a somewhat underused social platform for engaging audiences in the health care sphere. Two years ago, to complement our women’s health marketing campaign, we launched a Pinterest strategy focused around all aspects of women’s health. Since that time Pinterest has become the third largest referral source to our website traffic. We would like to present a case study highlighting our success.

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Pin to Win: Using Pinterest for Health Care Marketing

  1. 1. Pin to Win Including Pinterest in a Healthcare Marketing Strategy Jen Brass Jenkins, MPC | @chrliechaz Kelley Whalen | @kelley_whalen
  2. 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. 3. Kelley Whalen @Kelley_Whalen Senior Manager, Market Development at UK HealthCare
  4. 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. 5. Marketing, Web & Corporate Communications Team
  6. 6. Pinterest—Why Should We Care?
  7. 7. Pinterest—Why Should We Care?
  8. 8. ● 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. 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. 10. 1. Understand how Pinterest can be used for health care audiences
  11. 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. 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. 13. 2. Incorporate Pinterest into a marketing campaign
  14. 14. Our Birthday - November 2013
  15. 15. Boards organized by age group
  16. 16. Stand out topics that perform well: ● Pregnancy/birth ● Fitness ● Weight ● Nutrition ● Kids, back to school ● Motivational ● Cancer stats, tips, and information
  17. 17. Biggest Surprises: ● Users pinned headshots of their doctors ● Users found content you didn’t even know you had
  18. 18. Grassroots Community Events
  19. 19. How do you measure your success?
  20. 20. 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. 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. 22. 3. Use gathered Pinterest analytics to broaden your campaign reach
  23. 23. Promoted Pin Campaign: Women’s Health Month May 2015
  24. 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. 25. How did we decide which pins to promote?
  26. 26. How did we decide which pins to promote? • Choose already well-performing pins • Experiment with: – Infographics – Quotes
  27. 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. 28. Results
  29. 29. 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. 30. 5 Top Performing Pins: • 3 Trimester infographics
  31. 31. 5 Top Performing Pins: • 3 Trimester infographics • 30s women’s health infographic
  32. 32. 5 Top Performing Pins: 3 Trimester infographics 30s women’s health infographic 5 Tactics to slim down at work infographic
  33. 33. 5 Tactics to Slim-Down at Work infographic • Paid repins 731 • Earned repins 2,195 – 317 paid clicks – 910 earned clicks
  34. 34. Lowest Performing Pins: • Bodyshaming quote • Gardening • Hot flashes
  35. 35. Our Most Pinned Content May 2013-Sept 2015
  36. 36. Marketing Gains From Pinterest • Brand awareness • Community interaction • Email subscription signups
  37. 37. Connect With Us Jen Brass Jenkins, MPC | @chrliechaz Kelley Whalen | @Kelley_Whalen

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