How Healthcraft Creative Solutions Helped WalkWise Drive Explosive Growth in Facebook Reach and Followers
Learn how Healthcraft Creative Solutions transformed WalkWise’s social media presence, dramatically increasing their Facebook reach and followers through a targeted organic and paid marketing campaign.
About WalkWise
WalkWise is a remote monitoring solution designed for senior living communities. The RTM (remote therapeutic monitoring) device attaches to walkers, wheelchairs and canes, collecting data and monitoring the movements of patients with mobility challenges. Staff members are alerted immediately to potentially dangerous situations that could lead to falls, injuries, and costly hospitalizations, and the data collected provides insights into the best plan of care for each resident. Many senior living communities using WalkWise have reported a 40% reduction in falls.
The Challenge
In May of 2024, WalkWise had a limited social media presence. They had only posted once on Facebook since December of 2020, and they did not have a presence on Instagram. Their Facebook ads for the RTM device were underperforming, yielding limited reach and impact. Seeking support to elevate brand awareness and more effectively engage their target audience, they chose to partner with Healthcraft Creative Solutions, an agency with expertise in senior healthcare marketing.
Strategy
Organic Marketing
In May of 2024, Healthcraft Creative Solutions began working with WalkWise to build their social media presence on Facebook and LinkedIn. We began by consistently posting three times per week on each platform, highlighting the benefits of their innovative remote therapeutic monitoring technology.
Paid Marketing
To increase the likelihood that users will engage with the organic marketing, Healthcraft deployed a paid marketing strategy to help drive results. In fact, research shows that just 0.07% of a page’s fans engage with the average organic post,* which is why we consistently recommend supporting an organic social media strategy with paid ads.
To hit the desired target audiences, Healthcraft Creative Solutions suggested three new Facebook ads: a follower growth ad ($300/month) and two carousel ads ($200/month each) highlighting the benefits of the RTM technology. One carousel ad was targeted at therapy providers, and one was targeted at senior living operators.
Results
From May to October of 2024, WalkWise experienced remarkable gains in Facebook followers and reach as a result of the Healthcraft social media strategy. Facebook followers are defined as users who have opted-in to follow your profile or page, and reach is the number of unique users who viewed your content.
Facebook Followers: Quadrupled from 297 to 1,188
Paid Ads Performance (September)
Senior living operators ad: Reached 47,927
Therapy providers ad: Reached 41,193
Follower growth ad: Reached 2,334
Paid Ads Performance (October)
Senior living operators ad: Reached 37,143
Therapy providers ad: Reached 43,028
Follower growth ad: Reached 2,871
The LinkedIn strategy only included organic marketing and produced a 7% increase in followers from 535 to 573 between May and October of 2024.
Looking Ahead
As can be seen from the Facebook results above, combining organic and paid marketing strategies exponentially increased followers and reach. To drive future growth, we recommend tailoring the winning strategies used on Facebook to drive success on LinkedIn.
At Healthcraft Creative Solutions, we have deep healthcare industry expertise, and we understand the challenges healthcare and solutions providers face. Our team of healthcare marketing and analytics experts are dedicated to helping you achieve long-term success.
* https://www.forbes.com/sites/forbesagencycouncil/2023/04/27/are-the-days-of-organic-social-media-reach-over/?sh=4a53457b765e
Testimonials and Case Studies describe past work of Healthcraft Creative Solutions and past performance is no guarantee or representation of future outcomes.