14. Portea: Social Media Applications

The health-care industry is not known for stand-out marketing campaigns and, moreover, the health-care audience is not as responsive to marketing campaigns as are the audiences of other industries such as, for instance, the fast-moving consumer goods (FMCG) industry. But health-care customers, especially the younger generation, are information hungry. They rely on social media for research and making important decisions, especially those concerning their family’s health. The opportunities social media bring to aspiring entrepreneurs are staggering beyond belief. Portea is a health-care company that provides hospital-quality medical care for patients at home. This company has a consistent record of growing leads, engaging audiences and building brand awareness through social media, primarily Facebook. There is no single strategic key that unlocks all social media platforms. Different social media platforms have different advertising options, but marketing success depends on some common attributes such as the use of the right platform, creativity, accurate targeting, and optimization. Portea’s Facebook marketing campaigns produced phenomenal results through analytics. Portea has a very strong analytics team that is dedicated to continuous testing, data interpretation, and improvement of campaigns.