I did two different case studies for the fictional healthcare company One Health as part of my Digital Marketing Immersion course. One Health is a general hospital in New York City that is trying to revive its image by launching an app offering subscriptions for virtual doctor visits. We were tasked with marketing the apps in both organic social media and paid campaigns.

Organic Social Media Campaign

Before the performance marketing campaign we ran an organic social media campaign on Instagram, Facebook and Twitter (X) to raise brand awareness for the One Health app. I came up with a target audience, decided what channels to use, made templates for the 3 topics the posts would fall under and planned all the content.

You can read a full case study on the campaign or download a shorter version here.

Paid Marketing Campaign

I launched a performance marketing campaign to promote One Health’s app. This involved choosing target audiences and deciding which channels to use. I ran ads using Meta for Facebook and Instagram and Google Search. At the end of the campaigns I looked at the results and made recommendations based on the performance.