See the full case study: https://tinyurl.com/3bxzp7az

2024 Social Media Campaign of the Year, Silver, Impact Award. Read the press:
https://tinyurl.com/y5ku7h6a

BACKGROUND

Since 1985, MetroPlusHealth has provided access to affordable, quality health care to the people of New York City. It is a leader in addressing social determinants of health and the only New York State plan to dedicate resources specifically to ensuring members have access to food, housing, and transportation.

MetroPlusHealth’s impressive network includes more than 34,000 providers and more than 40 hospitals and urgent care centers, including NYC Health + Hospitals, NYU Langone, Mount Sinai, CityMD, Montefiore, LabCorp, Lenox Hill Radiology, Hospital for Special Surgery, and more.

MetroPlusHealth is all about diversity:

Diversity of care. MetroPlusHealth offers literally dozens of comprehensive health plans, from Medicaid- and Medicare-eligible to NY State of Health-compliant.

Diversity of service. MetroPlusHealth puts a strong focus on primary and preventive care. Their robust network of doctors and specialists includes independent community-based providers and offices devoted to educating New Yorkers and their families about healthy living, the latest news in prevention, and care for chronic conditions.

Geographic Diversity. The MetroPlusHealth network includes primary care providers, specialists, behavioral health and OB/GYN providers at over 34,000 sites across the five boroughs of New York City.

Staff Diversity. The MetroPlus Member Services phone line is available in 13 languages. MetroPlusHealth can arrange for an interpreter to help with many other languages as well. The culturally sensitive staff is fluent in more than 40 tongues.

CHALLENGE

MetroPlusHealth is a nonprofit health insurance provider that proudly and exclusively serves NYC. Their greatest challenge? Being consistently outspent by the Goliaths of the healthcare world.

MetroPlusHealth knows it can win against their competition in the social media arena. Social media is an outlet rarely leveraged to its fullest potential by health insurance providers, and it's where MetroPlusHealth shines with inventive strategies and out-of-the-box content execution.

They pride themselves on using their social presence to lead conversations about health, inspire positivity, build lasting trust with audiences and set themselves apart from competitors.

The business challenge behind the creation of the Influencer Army is twofold. MetroPlusHealth needed to:

1) Promote brand awareness with authentic social content. They needed to fill target audiences' feeds with New Yorker after New Yorker talking about what health in NYC really looks like.

2) Inform New Yorkers about a recent change in eligibility for the Essential Plan, a no-cost health care option available through MetroPlusHealth.

HIGH LEVEL RESULTS:
3.63M+ Impressions
516K+ Video Views
2,600+ Clicks
$81.5K+ Media Value
1.15 ROI IMV