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An Interview with Advocate Health Care: Case Study #StoriesOfTheGirls
11/06/2014
Breast cancer still impacts too many lives. Advocate Health Care launched a unique program to bring attention to breast cancer prevention, treatment and support.
Understanding that women gain strength and the comfort from the stories they share and are shared they used digital and social networks to tell the #StoriesoftheGirls . Through the following interview Christine Piester, VP Marketing and Christine Bon, Manager Digital Marketing and Communication graciously provided us with a case study of the program.
This post is dedicated to my sister Susan who I know is dancing in the stars.
About Advocate Health Care. Advocate Health Care is the largest health system in Illinois and one of the largest health care providers in the Midwest.
Advocate operates more than 250 sites of care, including 12 hospitals that encompass 11 acute care hospitals, the state’s largest integrated children’s network, five Level I trauma centers (the state’s highest designation in trauma care), three Level II trauma centers, one of the area’s largest home health care companies and one of the region’s largest medical groups. As a not-for-profit, mission-based health system affiliated with the Evangelical Lutheran Church in America and the United Church of Christ, Advocate contributed $661 million in charitable care and services to communities across Chicagoland and Central Illinois in 2013.
Our Story Tellers
Christine Priester, VP, Marketing
Christine Bon, Manager Digital Marketing & Communication
Diva Marketing/Toby: How did the idea of #StoriesoftheGirls evolve? Was it a difficult sell to management including the hospital administrator?
Advocate Health Care: Christine Priester/Christine Bon: Obviously, the idea of #StoriesOfTheGirls remains a very edgy concept. Anytime you introduce a double entendre (“the girls”) as part of your campaign you take a risk. However, the Chicago health care market is noisy and we had to figure out a way to break through the clutter. Not only did we have to sell this concept to the health system leadership, we had to convince the 12 hospital presidents that this was the right idea, at the right time and with the right audience.
In order to gain the necessary buy-in, our CMO hosted numerous sessions where she outlined the campaign and addressed any questions and concerns. The vast majority of our internal leadership were overwhelmingly supportive, there were a few unsure outliers, but they soon became believers once they saw the results.
Diva Marketing/Toby: What was success for the campaign and how was it measured?
Advocate Health Care: Christine Priester/Christine Bon: While we wanted women to join the conversation at StoriesOfTheGirls.com, we really wanted women to take advantage of our patient added-value proposition.
We were the first in the market to offer same-day, no-referral mammograms. This breaks down access barriers and allows women to schedule their mammogram on their terms, when they have some extra time as life might be too busy to schedule this test a few weeks out, months out, but there is no time like the present.
- So, that said we measured the growth in mammogram appointments (up over 10% across the system), web site visits, and engagement in the conversation (social media).
Diva Marketing/Toby: The micro site is rich with content about breast healthcare. For many visitors to the site, I’m guessing the most compelling content is the video stories told by the breast cancer survivors and physicians. How were these women indentified? What were their reasons to publically participate in #StoriesoftheGirls?
Advocate Health Care: Christine Priester/Christine Bon: Advocate Health Care treats more breast cancer patients than anyone else in Illinois, and more of our patients become survivors than any other system. Through our over 30 mammogram locations across the system, we were able to tap into our internal resources to identify patients with compelling stories that were willing to participate in the campaign.
And, we had, and continue to have no problems with patients wanting to tell their story. All of our survivors say if telling their story can just save one woman’s life it was worth it. They also appreciated the real tone and voice of the campaign.
- They have all grown tired of the traditionally depressing look at this disease and wanted to show that women’s relationships with “the girls” is much more than a cancer diagnosis.
This year we have some wonderful new videos that include not only survivors, an update on one of last year’s featured patients, but patients currently going through treatment, Sue even shaved her head on the video as her hair was falling out – emotional stuff!
Diva Marketing/Toby: I would love to be able to chat with these amazing people. Did you explore incorporating real-time conversations through social networks, perhaps a Tweet Chat or a G+ Hangout?
Advocate Health Care: Christine Priester/Christine Bon: Glad you asked this question. New in the 2014 Stories of the Girls campaign is a message board prominently on the StoriesOfTheGirls.com microsite. We knew that we had to take this campaign to the next level in terms of the conversation so this is an exciting element this year (just launched on 9-15-14). Here, you can chat with survivors, you can talk with other families and their friends going through this journey with a loved one, you can ask our doctors questions, and you can simply ask about other breast health issues from puberty and first bras, to breastfeeding, boob jobs, and changes during menopause. Anything goes! We’d be happy to put you in touch with any of our featured survivors, check out their amazing stories through these videos.
Diva Marketing/Toby: The most exciting social tactic I saw was a #StoriesoftheGirls Instragram contest. Would you explain the concept for the Diva community?
Advocate Health Care/Christine Bon: The #StoriesOfTheGirls contest was another extender of the conversation. We wanted women to share their inspiring photos, but also just women in general living healthy lives. Women were encouraged to share their photos and in turn were entered to win a gift card to a specialty bra store in Chicago. Since we had just launched our Instagram account the month prior, this was a great way for us to gain some new followers and boost engagement.
Diva Marketing/Toby: What was the most surprising aspect of the Instagram contest?
Advocate Health Care/Christine Bon: Through the contest, we uncovered some very inspiring stories and one that we are now featuring in this year’s campaign: Kia. We also saw a side of our own associates (employees) who shared their breast cancer journey through photos as well. We were excited to see how quickly we gained new followers who were interested in our content and still engage with us on the social platform.
Diva Marketing/Toby: In addition to Instagram what other social media tactics were included? Which one was your favorite and why?
Advocate Health Care/Christine Bon: In addition to Instagram, we also used Facebook as a social platform to drive awareness of breast cancer by creating a daily calendar of trivia questions about breast health. There was a new question posted each day. Once the daily question was answered you were automatically entered to win a handmade breast cancer awareness crystal bracelet. You were able to enter a total of 31 times for a chance to win the grand prize of gift card to a specialty bra store in Chicago.
We also used Facebook as a platform to share all of our patient’s incredible stories, and also to promote our Instagram contest. Both of our social promotions were well received and we got some great submissions and are continuing to engage through new social promotions with the campaign this year as well and we are seeing even greater results!
Diva Marketing/Toby: How are consumer generated stories/photos being used to extend awareness of #StoriesoftheGirls and breast cancer health?
Advocate Health Care: Christine Priester/Christine Bon: Our videos and patient stories have been picked up by many local media outlets as further promotion. Our patients also blog and are the subject of many stories on our brand journalism site ahchealthenews.com View some of them here.
We also have a partnership with the Chicago Cubs, Bulls, and Bears and we are able to leverage those relationships to have breast cancer awareness events where are patients are honorary captains, sing the 7th inning stretch, and more! It’s a year-long commitment to keep breast cancer awareness at the forefront, not just during October.
Diva Marketing/Toby: The #StoriesoftheGirls campaign kicked off October 2013 to support Breast Awareness Month and appears to be continuing into the summer of 2014 and beyond. As one might say in the theatre, what makes this a long-running show?
Advocate Health Care: Christine Priester/Christine Bon:
- This campaign is authentic and real and that’s what gives it staying power.
Act 2 of the show is in market now and we couldn’t be more excited. An element of this campaign remains in market year-round, however. We want to make sure we’re promoting early detection of breast cancer through mammography 365 days a year. And, we want to make it easy for women to get their mammogram and new this year they can find out their results in less than 24 hours – talk about reducing worry that often times accompanies the wait on this test.
Diva Marketing/Toby: What lessons did you learn and can pass along to others in healthcare that maybe considering creating digital/social campaigns?
Advocate Health Care/Christine Bon: Take a risk, it’s worth it!
Content is critical.
Don’t tell your consumers about new equipment, this or that accreditation, they don’t care.
Make your campaign about them, not about you.
Speak to your audience how people have conversations in their real life and reach out to them how they like to receive the message (social media, email, direct mail), everyone has a preference, learn it!
- And, amazingly, you do this, they will talk back to you, and then you have a two-way, engaged consumer conversation and you create brand loyalty.
Toss of a pink boa to Sarah Scroggins for her help in coordinating this interview.
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