Social Media Campaign

One Health Case Study

OVERVIEW

One Health is a general hospital in New York City that’s been around for more than 50 years. It offers
diagnostic and therapeutic services and was once considered one of the top hospitals in the U.S.
However, its reputation has been slowly declining since the 2000s, and its hospital management is a bit
behind the times when it comes to business and tech.

The project’s objective was to support One Health’s business goal of re-establishing its reputation as a leader in digital health. The paid marketing plan was designed to not only generate awareness for this new service but, most critically, to drive a significant number of new subscriptions to the platform. This case study details the full-funnel approach that was implemented to achieve these critical business objectives and reposition the brand for the future.

Goal
  • Increase awareness and sign-ups for One Health’s new digital subscription service and app.
  • Position the digital service as a trusted, convenient healthcare solution by emphasizing expertise, accessibility, and everyday usefulness.
  • Build an engaged and loyal community through valuable content and consistent interaction.
Key Responsibilities & Deliverables
  • Developed a multi-platform social media strategy (Facebook, Instagram, Twitter/X).
  • Conducted audience and competitor research to shape content direction.
  • Defined content pillars, created a content calendar, and designed on-brand visuals.
  • Expanded brand guidelines and built a social media playbook for consistent engagement.
  • Presented the full strategy, including the growth plan
The Challenge

The primary challenge was to fill a marketing gap: One Health needed a cohesive paid strategy to achieve their aggressive growth goal of increasing the total subscriber base by 30%. My role was to develop and execute a full-funnel plan that would:

  • Raise Awareness
  • Drive Considerations
  • Maximize Conversions

Target Audience Overview

Rob is a 28-year-old HR Manager from Pennsylvania, responsible for finding an affordable healthcare solution for his mid-sized company. Although employees prefer higher salaries to medical benefits, Rob is looking for a reliable and cost-effective provider that balances technology with a human touch. He values clear communication, helping others, and healthy habits, but dislikes excessive screen time and impersonal experiences.

The Strategic Framework

A multi-channel, full-funnel framework was designed to guide potential subscribers from initial brand exposure to final conversion. This strategy leveraged the unique strengths of different platforms to address the customer at each stage of their journey.

Awareness: Focused on using Meta (Facebook and Instagram) to build broad reach and introduce the One Health brand to new, relevant audiences. KPIs: Impressions, Reach, Engagement.

Consideration: Efforts were centered on Google, utilizing Search and YouTube campaigns to capture users with high intent who were actively researching or looking for digital health solutions. KPIs: CTR, CPC, Conversion rate

Conversion: Focused on optimizing ad campaigns across both platforms to drive final sign-ups and convert interested users into loyal subscribers. KPIs: ROI, CPC, CTR, Cost, Conversion Rate

CAMPAIGN EXECUTION

Driving awareness on meta: The initial phase focused on building brand awareness and engagement on Meta (Facebook and Instagram). This stage was designed to introduce One Health’s digital service to a broad, relevant audience and build initial brand recognition.

PERFORMANCE ANALYSIS

RECOMMENDATIONS

A/B Test Proposal: A structured A/B test is proposed for the lowest-performing campaign, Personal Subscriptions, on Facebook. The test will focus on:

Ad Creative: Testing new images or videos that resonate more deeply with the personal subscription audience.

Ad Copy: Experimenting with new headlines and primary text to more effectively communicate the value proposition.

Landing Pages: Testing different landing page designs to improve the on-site conversion rate.

The final recommendation is to maintain a cycle of continuous monitoring and iteration, allowing for rapid adjustments to ad sets and creatives based on realtime performance data.

CONCLUSION

This project proved the importance of combining creativity with data to achieve meaningful marketing results. Through strategic planning, clear audience targeting, and continuous optimization, the campaign was able to reach its goals effectively and deliver valuable insights for future actions.

The process reinforced how thoughtful execution and adaptability are key to creating digital strategies that not only perform well but also build long-term brand growth.