Campaign Strategy for Healthcare Services Company
- Advertising Branding Digital Strategy Media Planning & Buying Public Relations Search Engine Optimization Social Media Marketing Web Design
-
Connected TV advertising
+15
- $10,000 to $49,999
- June 2022 - July 2023
- Quality
- 5.0
- Schedule
- 5.0
- Cost
- 5.0
- Willing to Refer
- 5.0
"The collaboration with Ubuni Creatives played a pivotal role in achieving these goals."
- Other industries
- Nairobi, Kenya
- 51-200 Employees
- Online Review
- Verified
Ubuni Creatives created a campaign strategy for a healthcare services company. They produced a series of video advertisements featuring AAR healthcare providers and staff members sharing personal stories.
Brand awareness and social media engagement both increased, and the campaign generated a significant increase in website traffic, engagement, patient satisfaction scores. The campaign effectively conveyed the brand’s message and garnered public interest.
The client submitted this review online.
BACKGROUND
Please describe your company and position.
I am the Managing Director of AAR Healthcare
Describe what your company does in a single sentence.
We are a private healthcare services company in Kenya
OPPORTUNITY / CHALLENGE
What specific goals or objectives did you hire Ubuni Creatives to accomplish?
- Run a campain on AAR's we are human as you campaign.
SOLUTION
How did you find Ubuni Creatives?
Online Search
Why did you select Ubuni Creatives over others?
- High ratings
- Close to my geographic location
- Pricing fit our budget
- Great culture fit
How many teammates from Ubuni Creatives were assigned to this project?
6-10 Employees
Describe the scope of work in detail. Please include a summary of key deliverables.
AAR collaborated with Ubuni Creatives, an ad agency, to execute the "We Are Human As You" campaign. This campaign aimed to humanize the healthcare industry, emphasizing empathy, compassion, and the patient-provider relationship.
Below is a detailed scope of work and key deliverables:
- Campaign Strategy and Planning: Conducted an initial brainstorming session to define campaign objectives and strategies. Researched and analyzed industry trends, target audience preferences, and competitors' campaigns. Developed a comprehensive campaign strategy, including messaging, tone, and visual style.
- Creative Concept Development: Collaborated with Ubuni Creatives to create a unique and memorable campaign concept that emphasized the human aspect of healthcare. Developed a creative brief outlining the campaign's core message and creative elements.
- Content Creation: Produced a series of video advertisements featuring real AAR healthcare providers and staff members sharing personal stories and experiences related to patient care. Developed written content, including blog posts, social media captions, and website copy, to support the campaign message. Designed visually engaging graphics and images to complement campaign materials.
- Campaign Execution: Coordinated the filming and production of video advertisements in various healthcare settings. Managed the campaign's social media presence, including scheduling posts and responding to audience engagement. Worked closely with Ubuni Creatives to ensure a consistent brand message and tone across all campaign materials.
- Website and Landing Page Development: Created a dedicated campaign landing page on AAR's website to showcase campaign videos, blog posts, and other related content. Ensured the landing page was optimized for user engagement and provided clear calls to action.
- Public Relations and Outreach: Conducted outreach to local and national media outlets to secure coverage of the campaign's launch. Coordinated interviews with AAR staff and key spokespersons to share their stories with the media. Managed press releases and media relations throughout the campaign.
- Monitoring and Analytics: Utilized analytics tools to track the campaign's performance across various channels. Provided regular reports to assess the impact of the campaign on brand awareness, website traffic, and social media engagement. Made data-driven adjustments to the campaign strategy as needed.
- Key Deliverables: "We Are Human As You" campaign concept and creative brief. Series of video advertisements featuring AAR healthcare providers and staff. Written content, including blog posts and social media captions. Visual assets, including graphics and images. Campaign landing page on the AAR website. Media coverage and press releases. Analytics reports on campaign performance.
The "We Are Human As You" campaign was a resounding success, enhancing AAR's brand image as a compassionate and empathetic healthcare services provider while strengthening the patient-provider relationship. The collaboration with Ubuni Creatives played a pivotal role in achieving these goals.
RESULTS & FEEDBACK
What were the measurable outcomes from the project that demonstrate progress or success?
Measurable Outcomes from the "We Are Human As You"
Campaign:
- Increased Brand Awareness: The campaign's success was first measured by an increase in brand awareness. Key performance indicators (KPIs) included tracking website traffic, social media engagement, and media coverage. AAR saw a significant uptick in website visits and a surge in social media followers and engagement during the campaign period.
- Improved Patient Satisfaction Scores: AAR closely monitored patient satisfaction scores during and after the campaign. Surveys and feedback forms were used to assess whether patients perceived a positive change in the human-centered approach of AAR's healthcare providers. An increase in patient satisfaction scores indicated the success of the campaign in improving the patient experience.
- Media Coverage and Reach: Media coverage was a key success metric. The number of media outlets that covered the campaign, the reach of these outlets, and the tone of the coverage were all tracked. Positive, widespread media coverage indicated that the campaign effectively conveyed its message and garnered public interest.
- Social Media Metrics: Social media engagement was monitored on platforms where the campaign was active. KPIs included likes, shares, comments, and the use of campaign-related hashtags. A significant increase in these metrics demonstrated the campaign's success in resonating with the target audience and generating organic interest.
- Website Metrics: The campaign landing page on AAR's website was closely monitored. Metrics such as page views, time spent on the page, and conversion rates for calls to action (e.g., appointment bookings or newsletter sign-ups) were tracked. An increase in these metrics indicated that the campaign successfully drove traffic and encouraged user interaction.
- Video Views and Engagement: The video advertisements were shared on various platforms, including YouTube and social media. The number of views, likes, shares, and comments on these videos were tracked to gauge audience engagement and the campaign's reach.
- Employee Engagement and Satisfaction: Internally, AAR assessed employee engagement and satisfaction as an indicator of the campaign's success in fostering a culture of empathy and compassion within the organization. Employee surveys and feedback were used to measure this.
- Post-Campaign Surveys: After the campaign, AAR conducted surveys among patients and the general public to gather feedback on the campaign's impact. Questions were designed to assess whether the campaign had influenced perceptions of AAR and the healthcare industry as a whole.
- Conversion Rates: If the campaign included specific calls to action (e.g., scheduling appointments or signing up for newsletters), conversion rates were monitored. An increase in conversion rates indicated that the campaign effectively motivated people to take desired actions.
- Return on Investment (ROI): A financial assessment was conducted to measure the campaign's ROI. This included evaluating the campaign's cost versus the increase in revenue or new patient acquisitions attributed to the campaign.
These measurable outcomes helped the AAR communication department and Ubuni Creatives evaluate the effectiveness of the "We Are Human As You" campaign and make data-driven decisions for future campaigns. The campaign's success was demonstrated through positive changes in these metrics and an improved brand perception in the healthcare industry.
Describe their project management. Did they deliver items on time? How did they respond to your needs?
Project Management for the "We Are Human As You"
Campaign:
- Project Planning and Timelines: The project began with a well-defined project plan and timeline. AAR's Communication Department and Ubuni Creatives worked together to establish clear project milestones and deadlines. This plan ensured that all team members were aware of their responsibilities and the overall timeline for the campaign.
- Regular Communication: Communication was a priority throughout the project. Weekly or bi-weekly meetings were held between AAR's communication team and Ubuni Creatives to discuss progress, address any challenges, and make necessary adjustments to the project plan. These meetings helped maintain alignment and transparency.
- Flexibility and Adaptability: Both teams understood the importance of being flexible and adaptable in the face of unexpected challenges or opportunities. If adjustments to the campaign strategy or materials were needed, they were made promptly to ensure the campaign's success.
- Resource Allocation: Adequate resources were allocated to the campaign, including budget, personnel, and equipment. This ensured that the project had the necessary support and tools to meet its objectives.
- Response to Needs: Ubuni Creatives was responsive to AAR's needs throughout the project. If AAR requested changes or modifications to campaign materials, they were accommodated promptly, with a focus on maintaining the campaign's quality and message.
- Quality Assurance: Quality control was a priority. Both teams worked together to ensure that all campaign materials met the highest standards. This included reviewing and refining video content, written materials, and design elements.
- Timeline Adherence: The project adhered to the established timeline, and key deliverables were generally delivered on time. When there were delays or potential setbacks, they were communicated early, allowing for adjustments and mitigation plans to be put in place.
- Risk Management: Potential risks and challenges were identified early in the project, and contingency plans were developed to mitigate these risks. This proactive approach helped prevent major disruptions to the project's timeline and objectives.
- Feedback and Collaboration: Both AAR's communication team and Ubuni Creatives fostered a collaborative environment where feedback was encouraged and valued. This collaborative spirit allowed for creative ideas to flow and for continuous improvement throughout the project.
- Documentation: Detailed documentation of project progress, changes, and decisions was maintained throughout the project. This documentation helped ensure that everyone involved had a clear understanding of the project's status and history.
What was your primary form of communication with Ubuni Creatives?
- In-Person Meeting
- Virtual Meeting
- Email or Messaging App
What did you find most impressive or unique about this company?
What stood out most about Ubuni Creatives was their exceptional ability to translate complex healthcare concepts into emotionally resonant and relatable creative content. Their unique talent in humanizing the healthcare industry, fostering empathy, and crafting memorable narratives set them apart, making the "We Are Human As You" campaign truly impactful.
Are there any areas for improvement or something Ubuni Creatives could have done differently?
No
RATINGS
-
Quality
5.0Service & Deliverables
-
Schedule
5.0On time / deadlines
-
Cost
5.0Value / within estimates
-
Willing to Refer
5.0NPS
