MDVIP National Doctors' Day
MDVIP is a personalized and comprehensive primary care, designed to keep members’ health the number one priority through prevention. By significantly reducing practice sizes, MDVIP-affiliated physicians provide members the extra time, attention and tailored care they deserve. Additionally, members benefit from same-day or next-day appointments, direct connections to a network of 700 affiliated physicians, Medical Centers of Excellence program and online access to Personal Health Records.
As MDVIP's Agency of Record, Mindgruve was challenged with leveraging member testimonials in order to increase awareness of MDVIP among their target audience. Our solution was to utilize National Doctors' Day (March 30th, 2014) to showcase the impact MDVIP-affiliated physicians have on the lives of their patients and communities.
The first phase of the campaign involved asking existing members to share their unique stories of how their MDVIP-affiliated physician made a positive impact on their health and wellness. This was executed through the use of personalized emails, which then drove traffic to a special landing page containing content explaining National Doctors' Day and a submission form for their story. Because the existing MDVIP members tend to skew older in age, we also utilized Voiceshot, a phone messaging system, which asked the members to log into their MDVIP Member Portal account and share their story about their doctor. Over the course of the two months leading up to National Doctors' Day, we received a large wave of passionate, user generated content that we were able to leverage for the second phase of the campaign.
The second phase of the campaign involved amplifying submitted member stories to prospective MDVIP members through the “I <3 my doctor” digital marketing campaign. This was executed through the use of "I <3 my doctor" banner ads on sites such as Healthgrades and Facebook, which drove traffic to special landing pages featuring the member generated content, as well as a "I <3 my doctor" homepage takeover of the MDVIP.com site. The social execution of this phase included updating the Facebook and Twitter pages of all the MDVIP affiliated physicians and the corporate MDVIP pages with the "I <3 my doctor" design, as well as tweets and posts featuring various member story quotes and photos. As a gift for the 700 MDVIP-affiliated physicians, we also developed dynamically populated landing pages with personalized URLs so that they could read the kind words their patients had to say.
The National Doctors' Day campaign was an enormous success. Over the course of the campaign, we engaged 35,000 users, and the click through rate out performed previous campaign benchmarks by 50%. Over 5,000 Members contributed to the user generated content through letters, posts, and videos. We are continuing to leverage this content in other marketing executions that are driving leads and conversions to MDVIP membership.