Envolve - Social Media Focused Campaign
Company: Envolve, Inc.
Company Description: Envolve is a trusted healthcare company offering solutions for Health & Wellness, Medical Management, Supplemental Benefits, Consumer Outreach, Management Services and IT. Envolve unifies industry-known companies for care management/coordination, specialty pharmacy, PBM, vision, dental, behavioral health, wellness, 24/7 nurse advice, analytics and technology solutions to transform healthcare.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused
Nomination Title: Envolve “Did You Know?” Clinical Health Tip Video Series
In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:
When eight healthcare companies came together as one brand and company, our two-person, all-female marketing team faced the challenge of building brand awareness of the new name while ensuring the clinical expertise gained over the three decades the individual companies had been in business was still showcased.
While a variety of tactics have been used, one tactic that produced great results was to create a health tip video series featuring the clinical leaders representing our various services. By leveraging the diverse strengths and expertise across Envolve, we are able to show the breadth of care we offer for true whole health.
Knowing that video is a preferred communication tool in social media, our approach was to push the videos out via our social channels, as well as use them at appropriate community events and industry trade shows. When pushing through social, we link to our website to increase traffic, deliver further education about the company/services and drive potential leads to the contact form.
The main objective of the video series: Increase company’s social media presence and engagement while showcasing clinical thought leadership and supporting our company purpose of transforming the health of the community, one person at a time. The scripts and storyboards were created by the all-female, two-person in-house team, with clinical review by our female Chief Medical Officer.
Envolve unifies medical management, care management and coordination, specialty pharmacy, PBM, vision, dental, behavioral health, wellness, health education, 24/7 nurse advice services, and back-office services such as data, analytics and IT solutions. Because unifying so many services is a relatively new concept in our industry, in addition to the brand awareness challenge, we also needed to help define the brand category by explaining that we offer a variety of healthcare services that can be “bundled” to make life easier for our clients.
The results below are reported on the first 30 videos in the series. In 10 months, the campaign has achieved impressive results:
Thevideosposted have helped us continue to increase our YouTube channel views, which are nearly a total of 4,600 views for the 10 months measured.
-The leadership team across the combined company has been very pleased with the production and results of the videos. In fact, 10 more videos have been produced and 10 more are scheduled for creation.
-On average, the videos are watched 80% through, which is 5% better for videos of the same length, per YouTube statistics.
The videos have contributed to a continual increase in our overall social performance including continued audience growth:
-Facebook – audience increased 2.5 tim
-LinkedIn – audience increased 6 times
-Twitter – audience increased 4 times
-Publishing of the videos have directly correlated to a continual increase in user engagement for our various social channels
A PLAYLIST OF ALL VIDEOS IN THE SERIES CAN BE VIEWED: https://www.youtube.com/playlist?list=PLZ6yVh141M_rdERevoUL52y5nH_evmz2Q
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):
As Marketing Director and part of Envolve’s senior leadership, Jennifer Bonham manages the company’s reputation and brand through the development of integrated marketing and communications strategies. A hands-on creative director, Bonham leads the PR, creative, web and social media functions in marketing innovative healthcare programs that contribute to increased compliance, market penetration and customer satisfaction. Bonham also leads the sales strategy team.
Prior to joining Envolve, Bonham served as the Creative Services and Communications Director for the nation’s sixth largest Catholic health system. For nearly 20 years, Bonham has held progressively responsible roles in marketing, creative and communications. She holds a bachelor’s degree and master’s degree from Webster University, where she serves as a mentor in the University’s mentorship program.