Baltimore Diabetes Campaign for the University of Maryland Medical Center

REACHING THE PEOPLE: USING LOCAL INFLUENCERS TO CONNECT WITH TARGET AUDIENCES WITH LIFE-CHANGING HEALTH CARE PROGRAMS

The University of Maryland Medical Center (UMMC) embarked on a comprehensive initiative to address diabetes prevalence in Maryland through the Baltimore Metropolitan Diabetes Regional Partnership. The campaign targeted individuals who have been diagnosed with or are at risk for pre-diabetes or diabetes. The goal was to raise awareness for and enrollment in programs that empower them to avoid, or better manage, diabetes.

What Works Studio (WWS) was engaged to develop a grassroots strategy to transition individuals from awareness to program enrollment.

PROBLEM

Maryland, particularly West Baltimore, has a high prevalence of diabetes, posing a significant public health challenge. Recognizing the urgent need to address this issue, the State of Maryland allocated funds to prevent and treat diabetes. However, the critical challenge was how to effectively connect with the community and inspire individuals to enroll in diabetes prevention and management programs. The goal was to craft a compelling message that resonated with the target audience and motivated them to take action.

SOLUTION

To tackle this challenge, What Works Studio (WWS) implemented a multichannel marketing approach using local influencers to deliver key messages and calls to action. This strategy involved a mix of offline and online channels, incorporating grassroots initiatives, influencer marketing featuring DJ Porkchop, PR activities, landing page development and management, and targeted digital media placements across social media, connected TV, and streaming radio. Furthermore, geofenced ads and local station promotions were utilized to drive foot traffic to information booths staffed by the campaign street team.

Our approach yielded remarkable success, generating 1,019 leads. Notably, grassroots efforts and placements on CTV and social media played significant roles in achieving these results.

A single Instagram posted by Pork Chop generated 774 likes and 70 positive comments indicating significant positive brand association and campaign sentiment.