Hermes Free Telehealth
Rocketing the reach of a free telehealth platform to over 500 users in 2 months through a creative digital marketing strategy.
Summary
Mission: To implement the first free telemedicine platform in the U.S. that connects volunteer physicians to patients beyond all geographical, fiscal, and logistical barriers.
In the wake of the global pandemic, more than 31.6 million people lack health insurance in America. Over half of these uninsured Americans admit to postponing medical care due to cost concerns. People need an accessible way to use digital resources to get the medical advice they need. Introducing Hermes Free Telehealth...
Role
Marketing Team Lead
Team
3 Marketers on a team of 21 students from universities across the U.S.
Timeline
8 weeks (June '22 - August '22)
Tools
Design: Canva
Research: Google analytics, Wix analytics, the web
Media outlets: Meta Ads, Google Ads
10k
Employees Globally
200+
Nationwide Locations
200k+
Dealer clients
But what even is telehealth?
Telehealth is the use of digital communication to remotely provide healthcare services.
This can range from online messaging to full-on video calls with a licensed medical professional! That means on a busy day, you can skip the traffic, be at home with the kids, and still consult your doctor when you need to.
We achieved our marketing goals in
3 phases!
Let's dive into each one.
01 | Redefining our positioning + market segment
Problem: When we initially created our organization, we thought, "everyone needs free healthcare, right?" and while that was true, it proved an ineffective marketing strategy-- our reach was too broad, and in effect we weren't reaching anyone at all.
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Process: I led the marketing team through a brainstorming sprint to ideate an accessible, niche market segment we could successfully target. I've outlined our brainstormed framework in the images below!
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Solution: We found our new audience! Underinsured college students, who've just left their childhood homes for the first time and are navigating the confusing world of healthcare. This way, we could use our resources as college students ourselves to bring brand awareness to Hermes.
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Duration: 3 weeks // Team: Hermes Marketing Team
02 | Research
Here's the research I took the team through: We focused on primarily competitor analysis and social media strategy.
03 | Execution
We executed our new strategy in a series of phases- our key goal was to get leads through social media, not necessarily increase brand awareness and our follower count.
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Phase 1: Influencer Marketing
We contacted over 150 high-follower accounts on Instagram that had content related to free, discounted, or healthcare related services or resources. We eventually connected with about five accounts, who agreed to repost our content to help our reach.
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Phase 2: Google Ads
We partnered with Google to attain the Google Ad Grant, a grant catered towards nonprofits. Using their budget of $2000, we used keywords to widen our reach and access our target audience with Google Ads.
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Phase 3: Meta Ads
Our final phase was using Meta Ads to implement strategy specifically targeted to our new market segment. We utilized humor, color, and trend-jacking to create impressions.
I also worked on a UX Design project with Hermes! Check out the link below to view what I did.
Reflections + Takeaways
Niche > Everyone
Marketing efforts proved far more successful when we targeted a specific segment than when we tried to reach everyone.
Data is everything!
To make sure our strategy was working, we pulled data from Google Analytics, Meta Ads, and Wix to track our progress.
It only takes a few.
For our influencer outreach, we reached out to a lot of accounts, but it only took the attention of five to achieve real impact!
Design Assets
Here are a few of the posts I led the team in creating for Meta Ads, using Canva! We emphasized trend-jacking and humor, as well as creating easy access to directly booking Hermes appointment.
Exciting Analytics!
We gained a lotttt of traction! Over 500 new users signed up to receive free telehealth through Hermes after our marketing push, as a direct result of our efforts in digital ad marketing!
