A health system in the Rio Grande Valley in Texas wanted to build awareness of mammography and the imaging services it offers in two of its hospitals and two freestanding emergency rooms it operates. While it is common for healthcare systems to talk about mammograms around Mother’s Day, this health system wanted to do something different to build awareness and increase traffic in its imaging centers.
In keeping with the area’s Hispanic heritage, the hospital decided to create a breast cancer awareness and mammography program called “Cinco de Mammo.” The program would open with a single event and continue with reduced-price mammograms throughout the month of May.
The hospital wanted to build awareness and participation in the program, so the Jim Samuel’s digital marketing team was called in to help. Jim and his team quickly decided that the best way to help the hospital achieve its goals was a combination of:
- A specialized website
- Social media
- Text messaging
- Social media advertising
A quick check showed that the domain www.cincodemammo.com was available, so Jim quickly made the purchase. The designer on Jim’s team went to work setting up a WordPress website and theme while Jim wrote the copy. The website was done and pushed live within 72 hours and contained the following content:
- Details about the event
- Information about digital mammograms
- Age-based recommendations for mammogram screenings
- A pre-registration form so women could schedule their mammograms
- A reduced-price coupon for a mammogram
- A sign-up form so women would get an annual reminder to get their mammogram
The content on the website provided clear information on who should get a routine screening mammogram, how often women should schedule a screening mammogram, and how to schedule their mammogram.
At the same time, Jim set up a system that let women text the word “mammo” to a given number so they would get an annual text message reminding them it was time for their yearly screening.
Driving Traffic To The Website With Social Media
As soon as the website was live and the texting system operational, the social media team got to work. The team used the Facebook and Twitter feeds for the health systems hospitals to start to get the word out about the event and drive traffic to the website.
About a week after launch, the social media team invested $250 in Facebook advertising to help build awareness and drive traffic to the website.
By the time the social media campaign had run its course, response to the program was so great that all four mammography centers, at the two hospitals and two freestanding emergency rooms, were booked to capacity for the entire month of May. In fact, the imaging centers scheduled appointments into the beginning of June to accommodate the demand.
The total cost for the project was $300 to cover the domain name, WordPress theme and Facebook advertising. Given that it resulted in four mammography centers being fully booked, the return on investment (ROI) of this program was exceptional.