Patient stories are powerful marketing tools. Liberty Hospital has been featuring their patient’s stories in their quarterly magazine Connections for several years and needed to expand the reach of the stories. The specific objective was to increase the reach of the Liberty Hospital Women’s Imaging Facebook page and increase the number of followers of the page as breast cancer awareness month (October) was beginning. Rather than focusing on the technology or science behind her diagnosis, the team wanted to focus on the depth of Kristi’s strength.
Red Crow Marketing produced this video of a real Liberty Hospital Women’s Imaging patient, Kristi Soligo, describing diagnosis and journey with breast cancer. The video was used on Facebook as a paid video campaign in September 2020. The ad itself received over 118,000 plays and had a completed view rate of .87%. The ad reached over 38,000 unique women in the client’s primary service area, with a 3.42 frequency over 30 days. The number of active Facebook followers increased by 11% month over month, and total page reach increased 94% compared to the previous month.