THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 7th Annual Shorty Awards

MedPost Social Content

Finalist in Health and Fitness

About this entry

Medpost was a collection of old and new urgent cares coming together underneath the banner of one brand. We were challenged to give Medpost a unique voice and distinct presence on social media, making Medpost synonymous with the term "urgent care" in the minds of consumers.

We knew we needed to create a voice for the brand that was instantly recognizable. We also needed to get the word out that Medpost had moved into town, and is an affordable way for people to manage their health. The quickest way to do this was to create highly sharable content. We paired clever puns with eye-catching images branded with the Medpost logo to get the conversation started. We supplemented the sharable content with interesting posts about health facts and inspirational quotes to start off the morning.

As the social channels began to grow through paid media and organic sharing, we posted brand promotions, targeting them to their specific demographics. Today, Medpost is the #1 Urgent Care on Facebook among identified competitors, and has a click-through-rate 4.37x higher than the national average in the health and beauty vertical. As the Facebook, Twitter and Google+ pages continue to grow, followers are quickly learning that Medpost is the easy and affordable answer for a healthy future. Because sick days aren't meant to be sick.

Why does this entry deserve to win?

It's not often that marketers get to put their skills to work with promoting a new, unknown company. With Medpost, we were able to do precisely that. Medpost was a collection of old and new urgent cares coming together underneath the banner of one brand. We were challenged to give Medpost a unique voice and distinct presence on social media, making Medpost synonymous with the term "urgent care" in the minds of consumers.

In our content strategy, we knew we needed to create a voice for the brand that was instantly recognizable. We also needed to get the word out that Medpost had moved into town, and is an affordable way for people to manage their health. The best way to do this was to create highly sharable content. We developed five content themes we believed had enough sharing power to get the Medpost name out there.

User-Generated Content (UGC): UGC is often considered the highest-value content a brand can receive or post. Because Medpost did not have any previous social presence, we made content with the same look and feel as UGC. Messages in someone's hand-writing or words made out of unexpected objects were a big hit among followers, and often received the highest engagement.

Inspiring Quotes: Medpost Urgent Care is an easy and affordable way to receive emergency care without the wait, so you can live your best life. By posting inspiring quotes in the morning hours, followers were encouraged to have a great day, which they often expressed in the comments.

Animal Puns: One of the most unique offerings of our social content strategy was the funny puns. Medpost believes laughter is the best medicine, so posting a picture of sheep with overlay copy that reads "What is love? Baby don't herd me." or an image of a farm pig and chicken with the copy "Don't go bacon my heart. I couldn't if I fried." was a natural element of Medpost's defining voice.

Did You Know?: As an urgent care brand, it was essential to provide some educational value about health facts without giving medical advice. The Did You Know? theme served to provide followers with facts about the human body to pique their interests in healthcare and the Medpost brand.

Witty Promotions: While most may think content advertising flu shots or sports physicals would be rather dry, we pushed the envelope with eye-popping images paired with promotional information. We came up with the tagline "Sick days aren't meant to be sick" to communicate that Medpost will keep your health on track, so you don't have to waste a sick day at home in bed. And to further drive the message home, we overlayed that tagline onto pictures of people doing exciting activities like traveling to a distant place or deep sea diving.

As the social channels began to grow through paid media and organic sharing, we narrowly targeted the brand promotions to their specific demographics, so that those with Medposts in their vicinities would be most likely to see them. Targeting ads on Facebook was also a key maneuver in growing the Facebook page and increasing online conversions.

We believe we deserve this Shorty Award, because we were able to accomplish what we set out to do originally: create buzz around the Medpost brand through highly sharable content. The sharable content lengthened our organic reach, and today, Medpost is the #1 Urgent Care on Facebook among identified competitors, and has a click-through-rate 4.37x higher than the national average in the health and beauty vertical.

As the Facebook, Twitter and Google+ pages continue to grow, followers are quickly learning that Medpost is the easy and affordable answer for a healthy future. Because sick days aren't meant to be sick.

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Video for MedPost Social Content

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