Situation

Microsoft developed and launched HealthVault, a free personal health record management service to better enable consumers to record and manage their health online, and looked to HL2 to help it acquire more registrations. Rather than directly marketing the service, HL2 recommended Microsoft harness the power of social media to start a movement. If medical devices such as pedometers and glucose monitors can be HealthVault “enabled,” so could consumers. And the idea of being “enabled” by HealthVault was born.

Approach

To share its vision with consumers, HealthVault began a product-agnostic social campaign, I Am Enabled, designed to inform consumers about taking charge of their health by owning their information. To this end, HL2 created informative videos for the “I Am Enabled” YouTube channel, conducted Facebook polls, launched an informative healthcare Twitter feed, and built a microsite to answer FAQs. We measured our efforts with a full complement of analytics — site traffic, SEM performances, buzz data — to help drive strategy and optimize performance.

Outcome

• Facebook polls drew over 40,000 responses; Facebook friends grew from 50 to 828; Twitter acquired 94 followers in June 2009.
• A healthcare blogging evangelist responding to buzz data and deploying search PPC advertising helped grow site traffic 120%.
• The campaign generated a 15.5% increase in signups to HealthVault from May to June 2009.