Nurturing Digital Communities
Oakmed was first formed in 1998 to provide ostomates and healthcare professionals with the highest quality products and services. More recently they became a part of the GHD-Group which combines the production, logistics and supply of medical aids – particularly stoma, continence and wound care – into one holistic service.
Workhouse had worked with Oakmed for years and had already developed a significant digital presence but with such a highly sensitive subject matter and a notoriously private audience, they had largely avoided social channels. In an increasingly transparent world, we felt Oakmed were missing a trick and set about investigating the value of social to our audience.
We knew from competitors research that Oakmed customers were likely to want access to a like-minded community that they could share experiences with, ask questions of and find out about the latest news, innovations and developments in stoma care. We already knew that the industry giants dominated search and paid media but we wanted a more authentic, educational and engaging approach.
Using competitor positioning analysis, we refocused the keyword research, bearing in mind current trending search terms. This informed the content strategy to develop a deeper, more informative, expert content plan for the blog and long form evergreen content was firmly rooted in the advice library.
A social targeting strategy was devised and content was then amplified via Facebook to ensure we were socially reaching our audience with relevant, timely information. This plan was executed hand in hand with our SEO strategy, driving new organic visits.
We needed to measure the impact and set our sights on doubling sample orders in 12 months for ostomates.
Less than 6 months later, we had achieved our target, sample orders had increased by 107%. More importantly, Oakmed’s customers were now actively using Facebook to communicate with each other, sharing frank and realistic advice, personal experiences and honest opinion based on the topical content pieces.