Key Objectives
Promote Navicent Services and Outreach
Create Awareness for Elective Procedures
Share Patient and employee Stories
Encourage Further Local & Social Community Engagement
The Project Background
Formerly known as the Medical Center of Central Georgia, Navicent Health is one of Georgia’s premiere healthcare service providers. The hospital specializes in a complete spectrum of multidisciplinary health and medical solutions. On top of treatment, Navicent maintains deep involvement in their community.
Through local support initiatives and university partnerships, Navicent Health has cultivated a reputation for leadership in Georgia’s healthcare system. So the hospital could focus on what it does best, Navicent recruited Captivate to optimize and grow its social media presence.
The Project Challenge
Navicent Health needed to actualize a cohesive, multi-layered social media marketing strategy. With so many available services, a holistic social media strategy would need to consider all of them. Additionally, we wanted locals to understand the hospital’s extensive community service.
Our strategy would educate and engage the public about Navicent, plus more general healthcare issues. Captivate sought to enhance patient access to services, create awareness, and manage public relations issues. Beyond patients, we wanted to extend employee networks and help them stay connected with colleagues.
Key Issues
Patient Knowledge Gaps
Disconnected Employee Networks
Wide-Reaching, Expansive Services
The ROI Focused Solution
Captivate developed a robust social media strategy based on the hospital’s overall business goals. Meanwhile, we tailored strategy towards Navicent’s key services and target audiences, harnessing our proven processes for keyword research and trend analysis, community management, and content development — all hand-crafted for Navicent.
To showcase Navicent’s employee stories, we trained hospital employees in social media management. As employees learned how to craft engaging posts across channels, the power to tell their own stories fell directly into their hands. Our approach fostered an intimate, trusting social channel environment.
The Results
Navicent experienced tremendous growth and efficiency with its social marketing efforts. Captivate helped unlock their potential, and now spearheads the continued development and management of Navicent’s social media strategy with measurable and targeted precision. Below are cumulative, cross-channel engagement results during our 4-year engagement.
87%
Increase
Impression growth
Content appeared in higher volume of social feeds.
892%
Increase
Engagement growth
Skyrocketed user interaction with posts.
146%
Increase
Link click growth
Converted significantly more engagements to link clicks.
37k+
Total
LinkedIn Engagements
Channel engagement over a 3-year period.
308%
Increase
Facebook Engagement
Achieved over 4.8 million engagements over 4 years.
64.6+
Million
Total Facebook Impressions
Medical Center Facebook page Impressions grew 285%.
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