Building Awareness with Online Marketing Strategy

As faculty, you’re focused on your role at Johns Hopkins Medicine, whether that’s researching better ways to treat disease or translating that research to the clinic. But sometimes, you need to share what you do with the world. That’s where we come in.

Online marketing can be a powerful tool for getting your message out, and social media sites like Facebook and Twitter are cheap, easy methods for sharing your stories, expertise and insights.

There’s more to these channels than you may know. There’s a range of ways to share diverse content types, stimulate real-time interactions and target the most receptive audiences. We approach messaging comprehensively by going beyond posts to develop webinars and chats. And we often leverage cooperative efforts between our channels—with ready-built audiences including hundreds of thousands of followers—and other highly performing Web and social sites whose users are receptive to Johns Hopkins Medicine’s content.

Here are some recent examples where we’ve had success.

webinar-carpal-tunnelWebinars and Promoted Facebook Posts

Webinars help spread the word about research and treatments. For a recent webinar on common hand conditions, we used targeted Facebook posts to reach people that would be interested in signing up.

We promoted posts to people who had common hand conditions, like carpal tunnel syndrome, and to people who were likely to have common hand conditions, like people with diabetes. The campaign used a multichannel approach, using traditional and digital promotions.

Through Facebook alone, we had the opportunity to reach more than 100,000 people and received 1,976 website clicks, an overall 3.6 percent click-through rate, which is excellent for Facebook. This effort drove one-third of the 170 participants.

Awareness Months and Facebook and Twitter Chats

Each month, we promote an awareness package or two on our site and throughout our social media editorial calendar. When the volume of discussion around these awareness months is high enough, we create a Facebook or Twitter chat. Chats allow us to highlight our faculty and their expertise and to reach the audiences that are more social media-oriented.

facebook-aha-twitter-chatIn February, we collaborated with ShareCare on a heart health Facebook chat with the American Heart Association. This chat featured the professor and director of the Division of Cardiology at the Johns Hopkins University School of Medicine. The chat received 2,612 tweets and had 1,071 participants.

"Social media chats are a wonderful way for our followers to interact directly with world-renowned experts from across Johns Hopkins," says Jordan Bishop, internet marketing specialist at Johns Hopkins Medicine. “For example, a woman in Egypt can ask one of our cardiologists about her risk for heart disease, all through Facebook. Faculty and physicians enjoy participating in the chats, and we've heard nothing but positive feedback from the general public about them. They're mutually beneficial."

patient-safety-tweetEvents and Twitter-Promoted Posts

When we were asked to help increase awareness of the Armstrong Institute’s Forum on Emerging Topics in Patient Safety, we turned to Twitter-promoted posts as part of a comprehensive marketing plan.

Several months before the event, we started using the hashtag #JHPS13 in promoted tweets, targeting users interested in #ptsafety and #patientsafety. This effort drove 100,000 impressions and 1,500 clicks to the website.

Are You Ready to Reach Your Audience?

These are just a few of the ways we can use online marketing to increase awareness. And increasing awareness is just the first step; next, we focus on people who are ready to take action, through methods such as search engine marketing.

We encourage you to contact us and take advantage of the services we offer, as well as the reach of the Hopkins Medicine brand. We have a built-in audience on Facebook (150,000 likes), Twitter (260,000 followers) and other online platforms, ready to hear your message.