Monitoring & Moderation, Influencer, Email, Native, Inbound, etc.
Communicating with and influencing patient personas at each step of their journey involves understanding how that journey is built. We need to first understand what each persona is seeking, and then properly frame the information that will be most useful to them.
During this campaign’s second flight, we shifted our focus to video and brand awareness creative. We used a variety of executions (video, image, display, carousel) to harness the emotion of Community’s brand proposition. In doing so, we gained a more distinct picture of which network features resonated best with each persona.
A tight message matrix helped us reach the client’s key target audience personas using Google, YouTube, Facebook, Instagram and Twitter. MKR’s approach to channel differentiation and microtargeting led to a campaign that exceeded engagement goals — and it’s still climbing.
We continued to optimize and refine the campaign, and implemented retargeting as a means to close the loop with those personas seeking appointments as well as more “transactional” experiences.