The Power of 2 Challenge

Industry Healthcare Provider

The challenge

Baylor Scott & White Health came up with an idea for the Power of 2 Challenge, a social campaign encouraging women to schedule a mammogram and challenge a friend to do the same (via text, email, social, etc.). But the health system needed help making its initiative a reality.

What we did

  • Microsite Build
  • Marketing Automation
  • Social Media
  • Social Influencer Campaign
  • SMS Engagement
  • Email Marketing

How we did it

Phase one

Hileman built The Power of 2 microsite in Marketo to withstand a wide range of online and offline marketing tactics. This included integrating Twilio for SMS engagement, which allowed campaign participants to text to opt-in as well as challenge a friend via text message.

To scale the campaign, we created content to clearly explain all aspects of the challenge, answer questions about mammograms, offer users convenient imaging locations throughout Texas and, most important, inspire others.

screen of the location picker

An advanced locations picker with Google Maps

Image of the campaign home page

Call tracking through Call Rail

Woman embracing

Advanced analytics

Phase two

Once the site was built, we launched an email marketing effort that included dynamic content for geographical segmentation and standard form submissions for ongoing engagement.

Finally, we identified seven influencers in the state of Texas (who fit our target profile) to help us spread the word, providing them with posting guidelines, schedules and review processes to drive engagement.

Two women discussing the campaing on a social post

The results

Within the first month, BSWH had over 4,637 visits to The Power of 2 microsite, driven by strong social and email engagement.

Total KPIs 490
Social Visits 6,787
Social Shares 86
Online Appointments 418