The Genesys Hurley Cancer Institute (GHCI) opened to the public in Flint, Michigan on February 14, 2002. Its 49,000 square foot facility is home to the most advanced computer-driven therapy techniques that provide their physicians with the widest range of complex cancer-fighting options. For 16 years, GHCI has infused hope into the heart of their community with their team of highly qualified physicians coupled with an outstanding technical and professional staff.
When GHCI hired Imply By Design to develop a website in 2012 and their social media platform in April 2016. Their initial Facebook following was at just 200. The page saw an 80% increase by the end of January 2017 and experience a consistent increase in followers over the next 12 months.
Interviewing their patient testimonials was something GHCI had been doing occasionally to spread stories of hope in their mid-Michigan community. GHCI had only shared these interviews via print newsletters, which did not reach a wide enough audience and had no way of measuring engagement. GHCI asked Imply By Design to utilize their online platforms to create a successful campaign.
Strategy & Planning
After arranging the interviews with three of their active volunteers, four short posts were created to condense the copy into quick easy reads. Three posts highlighted the stories of each volunteer and a joint story was published for National Volunteer Week. The full interview was also published on the GHCI website, which each of the posts would be linked to.
Promoting personal survivor stories would naturally be received well by the audience that GHCI had gathered, but this campaign needed to reach far outside the walls of the Cancer Institute. Each social media post was promoted to extend reach and engage with GHCI’s audience.
With each new post, the reach and engagement continued to increase. After all four posts were published, the GHCI page increased in followers by 20% within one month. Engagement via sharing and comments were an all-time high, totaling 74 shares and 78 comments. The positive comments and praise for GHCI were remarkable and the physicians were called out by name. Word-of-mouth recommendations are the best form of advertising for healthcare institutions. Several newspapers picked up the story as well as a local news station. Imply By Design and GHCI are looking forward to the next round of patient testimonials.