Johns Hopkins

Social Media & Video

Thirteen social channels, one brand. Johns Hopkins Medicine had a fractured brand on social media with marketing efforts divided between various hospital brands that didn't reflect the greater brand strategy of Johns Hopkins Medicine. Our team helped align two of its subsidiary hospitals (Sibley Memorial and Suburban) under the #OneHopkins brand on social media.

Much of the creative success of this project was the result of focusing on micro-campaigns to build content. Micro-campaign concepts included topics like mental health, cancer treatment, and women’s health.

“Women, Let’s Be Real.” created windows into the different challenges women face in their health care journey. It explored the emotions and processes they experience along their journey, from discovering resources and receiving diagnoses to seeking preventive services. This micro-campaign integrated different women, whose diverse backgrounds, medical histories, and families ensure the campaign is accessible to all. While the creative assets were developed to be evergreen, there are great opportunities to align them to moments in time where conversations are already taking place like Women’s Health Month.