American Heart Association
The American Heart Association (AHA) was working on the issue of surprise medical billing and wanted to collect personal stories from real people and the challenges they faced after receiving a surprise medical bill for a service they assumed was covered by their health insurance.
Beekeeper Group worked with the AHA to build a microsite that allowed people to share their stories through video, audio, or text submissions. We also worked with AHA to identify ways to utilize paid promotions with the goal of driving people to the site to tell their surprise medical billing story. This involved Beekeeper Group creating four pieces of video content of advocates who have already told their story to use with paid promotion, optimizing overall creative and targeting content strategy as a result of the COVID-19 pandemic, and message creation.
As part of the overall strategy, we determined Twitter was the best social media platform for the AHA to lean into the naturally conversational nature of the platform and surprise billing conversations that advocates are driving on the platform every day.
To promote the existing advocate story videos and related social media content, we identified a list of key Members of Congress and put more resources in those districts towards story collection from their constituents, and ran additional ads with more general targeting. Leaning into driving the surprise billing conversation, the AHA also promoted Conversation Card ads where users on Twitter can share branded AHA content to their own networks and drive more chatter. This process involved Beekeeper creating the branded AHA hashtags for users to share, which were #YoureTheCure, #ProtectPatients, #StopSurpriseBills.
Throughout the duration of the issue campaign, the Twitter ads drove over one million views of the advocate story videos and users at a volume that far surpassed the campaign goal to the You’re the Cure microsite where dozens of advocates had recorded their story, with the AHA client team and funders sharing great excitement about the results: “We are definitely pleased with the results and want to keep sharing the good work.”
In addition, the Conversation Card ads were shared over hundreds of times, with users sharing the #StopSurpriseBills hashtag card and messaging across their networks. The paid ads were additionally very successful in driving a large number of engagements, with thousands of likes and shares of the social media content.
We are definitely pleased with the results and want to keep sharing the good work.
