What is a hospital to do when it needs some love and care itself? A little marketing medicine, if you will. Florida Hospital for Children, with its impressive new additions and renovations, recently approached Purple, Rock, Scissors to expand their online marketing efforts. In order to better publicize the recent unveilings, including the Walt Disney Pavilion at Florida Hospital for Children, as well as to ensure future success, there is a vital need to build a clientele foundation.

One facet of the campaign is the establishment of a social media profile in order to heighten brand equity and awareness. This consists of creating a holistic social strategy, as well as redesigning website funnels, for not only greater recognition, but also functionality. Since there are lots of branches of Florida Hospital to muddle through, the Children’s department must formulate an identity geared toward child comfort and parent convenience. With this department becoming readily available through Facebook, Twitter, and YouTube, each of the branding and positioning goals can be attained.

The Facebook page will resemble the hospital’s own website graphically: color schemes, pictures, and even font. Bobby Jones says, “It is important that images are kept consistent, and the Disney-themed environment certainly aids this purpose. Uniform imagery and identity amongst all interactive portals builds brand trust.” In addition, Twitter can distribute updates, events, and material from their newsletter to all followers, such as the recently featured “Free Asthma Screenings.” As for YouTube, videos embody endless opportunities, be it special stories on individual patients, physician introductions, or hospital tours that feature the one-of-a-kind lobby. These applied media hold the power to produce leads, on-site conversions, and in the end, more satisfied families.

The key to this power is in Campaign Strategy and Online Reputation Management. Purple, Rock, Scissors is helping profile administrators appropriately post and respond to their social media audience. Efficiency and recency. Responses to all interactions – wall posts, friend requests, and tweets – will make a difference to the mom trying figure out why her son is coating the carpet with puke. With Purple promotion, Florida Hospital for Children will hit the ground running with social media.

For those frantic and curious parents with more questions than they have Band-Aids, search engines prove to be a go-to source for a quick fix or often long term facility selection. Considering this, Purple, Rock, Scissors will also generate website traffic through Google, Yahoo Search, and Bing.com targeted text ads. With a facelift and some internal anatomy adjustments, the optimization of the webpage’s visibility and funnels will significantly increase the amount of leads from the site. The conversion funnel needs to be simple, quick, and informative to direct inquirers to where they need to go. More qualified leads will be born, and boy aren’t they just precious! The end product: improved functionality, convenience, and blood pressure for everyone.

No recovery is needed after our painless procedure. Florida Hospital for Children will soon be reassured that they came to the right team for online marketing help! Now…scalpel, please.

Tags: Digital Market, Florida Hospital, Marketing, Marketing Orlando, SEM, SEO