Project Background
CommunityMed Family Urgent Care is a North Texas based urgent care with clinics throughout the DFW Metroplex. They focus on providing fast, accessible care to the entire family. The target audience was mothers with young children in the home, though the average patient skewed toward older mothers with teenage children. CommunityMed had issues reaching the younger generations of mothers, those in the 20-30 year age range.
Goals
Increase brand awareness and social media following of younger patients.
Reasoning
To connect with this younger generation of mothers, I wanted to reach them where they already were. I decided to focus my efforts on Instagram and TikTok where the demographic skews younger (both in general on the platforms and within our current followers). Short form video content was the obvious choice as I could cross-post to both Instagram and TikTok.
Creative Process
I spent time scrolling through these platforms looking for trends and audio clips that I could use to increase our chances of being picked up by the algorithm. I looked specifically for trends and audios that I could spin to work for the niche of healthcare. I would film on my iPhone during slow hours in our urgent care clinics using our real life employees as actors. This allowed for further integration with the healthcare niche and gave our followers a sense of familiarity and connection with our staff.
Results
The videos from this series became our most viewed videos on each platform, garnering over 21,000 views on Instagram and 10,000 views on TikTok. These videos remain some of the highest viewed videos on the CommunityMed pages to this day. Within the first month of these videos being posted, we gained 50 TikTok followers and 75 Instagram followers. The demographic spread of our followers was not significantly impacted.
Example Videos
Results
Before using trending audios, videos averaged under 1,000 views.
Once we began using trending audios, views averaged over 3,000.
Alexis Muzyn 