Social Media Campaign Development for Healthcare Advocacy Organization

We're looking for a volunteer to help us create a social media campaign for our #WTHellth patient-led video and written rant campaign exposing the issues related to healthcare.

Specifically, we are looking for someone with experience in marketing campaigns who can guide us regarding how to set up a strategy for success. This would include review of our existing marketing materials and recommendations for improving them, providing an outline for how to schedule (frequency, content) across various platforms - using YouTube, TikTok, reels, as well as regular posts - to make sure our campaign has the potential to go viral.

We ideated a campaign called #WTHellth where patients, doctors, others can use short videos and rants to vent frustrations about the US healthcare system (PBMs, prior authorization, alternative funding programs, insurance companies conveniently forgetting to apply our copay assistance cards and then sending $3,000 bills so some patients think the copay card didn't count, etc.) We feel this creative slogan has the potential to go viral, but we don't have any idea how to market it and what is needed to market it effectively (i.e., how much premade content to push and how often, clarifying we want others to do this action using #WTHellth too so it trends via platforms like TikTok, Instagram, YouTube, and Twitter. We also need help with the copy for the posts so people click on the videos.

This campaign will help our work to shine a light on patient prescription drug access and affordability issues, which in turn, we hope can influence more patients to advocate for change and legislators to implement change. We envision this campaign extending far past our diseases, we hope ALL people rant using #WTHellth (trend).

We have a clear idea what this campaign should look like (short videos - some 30 seconds or less, others less than 2 minutes, grassroots enough so others can pick up their phone and do it easily). We have the goals we aim to achieve, the objectives of doing this, and the ideas for content. We have lists of coalitions, patient organizations, medical associations, and patient advocates who are willing to do these. We also created a logo, secured web domains wthellth.org and .com. We have a team of 3 staff to help (one is currently making the TikTok videos, one is a project manager, one can help with graphics and some social media strategy - the latter we haven't brought her in yet because we do not know how to guide her) and we can get 10 people to create content so we have videos in the funnel. We need help with a social media marketing strategy and implementation plan so we don't flop in the execution.