Pinning = Winning for University of Utah Health Care

February 17, 2016

Pinterest LogoAre you using Pinterest as part of your healthcare marketing efforts? If not, is it because the ROI seems questionable?

Jen Jenkins, a Content Manager at University of Utah Health Care, and Kelley Whalen, a Senior Marketing Manager of Marketing Development for University of Kentucky Health Care, think the return is well worth it—and they have the results to back it up.

Jenkins and Whalen cite the following statistics from Pew Research:

  • 42 percent of online U.S. adult women are on Pinterest
  • 13 percent of online U.S. adult men are on Pinterest
  • 8+ million people are on Pinterest

Additionally, “[w]hen you consider the number of Internet users online looking for healthcare information (72 percent), and the fact that women are most likely to make healthcare decisions for their families (80 percent), Pinterest’s largely female demographic is looking like a pretty amazing platform to check out!” they say.

Visual representation of US women on the web and the number of those women on Pinterest

Visual representation of US women on the web and the number of those women on Pinterest. (Click to enlarge.)

University of Utah Health Care has had a presence on Pinterest since 2012. In 2015, the system decided to use Pinterest as part of its women’s health marketing campaign.

The results were dramatic: The system doubled its followers, had more than one million users see its pins, and experienced a 200 percent increase in email newsletter signups with a 100 percent increase the following two months.

For all the details, as well as some Pinterest marketing pointers to use at your own organization, check out our full story now: University of Utah Case Study: Pin to Win a One-of-a-Kind Audience on Pinterest.

Best regards,
Matt Humphrey

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