For the National Association for Healthcare Quality, (NAHQ) I was part of an external marketing team that created new go-to-market messaging and a multi-year campaign to help the organization succeed with its mission to improve healthcare quality and safety and to raise its leadership voice. The campaign targeted both individual healthcare professionals as well as healthcare executives and influencers. We implemented a fully integrated marketing communications plan, with paid, owned, earned, and shared channels that raised awareness for the organization while marketing its membership and products. We developed the strategy and execution plan and managed a combined agency-NAHQ team to implement it. We implemented an automated marketing and content strategy that combined topics of direct interest to NAHQ’s community with unique and digestible visual elements. We optimized their website for search including a new keyword and term strategy based on updated messaging and supported by value-rich content. 

 

We increased engagement of the individual professional community and sales of current offerings. We built new relationships with senior healthcare executives, introduced new corporate products, and established waves of thought leadership inclusive of a CEO visibility program and media relations. We successfully marketed a professional conference and leadership summit. Our goal was also to establish and help to succeed a new marketing-communications organization designed to support NAHQ’s growth. 

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Measuring NAHQ Marcom Results from Year One: 

• Through organic search, referrals, and direct traffic on the website, Hippos added more than 3,000 new leads to the association’s database. 

• Key thought leadership initiatives including a white paper, a workforce report, and conference solutions report generated 5000 downloads. 

• Advertising: More than a half-million people saw ads in digital trades. 

• Automated email campaigns increased 192% over the prior year, the number of people who clicked through or actively engaged with our campaigns increased 185%. Open rates consistently exceeded 20%. CTRs averaged 10%, consistently exceeding the industry benchmark of 2.5%. 

• Social media following increased 52% (Facebook, LinkedIn, Instagram & YouTube). 

• Website visitors grew 20% and page views grew 11.74%. 

• The association’s major initiatives and leaders were covered by top-tier healthcare trade publications. 

• Prominent industry leaders and leading health systems supported their mission by lending their voice and participating in their leadership event.