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04 Case Study:
Summa Health Pinterest
Summa Health’s Pinterest presence presented an opportunity to expand the organization’s digital reach and connect with audiences searching for health, wellness, and medical information. The strategy focused on creating useful, visually engaging content while optimizing Pinterest as a discovery and referral channel to drive users back to Summa Health’s website.
1
The Objective
Expand Digital Reach
Increase Summa Health’s visibility on Pinterest and create a stronger pathway for users to discover and engage with the organization’s online resources.
2
The Strategy
Turn Content into Searchable Resources
Develop a Pinterest strategy centered around relevant health topics, strategic keywords, engaging visuals, and content designed to meet users where they are searching.
3
The Execution
Content Built for Discovery
Created and optimized Pinterest content designed to encourage saves, clicks, and website visits while maintaining Summa Health’s brand standards and communicating complex health topics in an accessible way.
4
The Impact
Pinterest as a Referral Channel
The strategy helped establish Pinterest as a meaningful source of referral traffic, connecting users from the platform to Summa Health’s website and expanding the reach of existing digital content.
The Result
The campaign generated significant growth across key Pinterest performance metrics, including a 209% increase in engagements, 223% increase in impressions, 137% increase in outbound clicks, and 380% increase in saves over three months. Pinterest ultimately became one of the top sources of referral traffic to the main landing page.
Engagement
209% increase in engagements
Outbound Clicks
137% increase in outbound clicks to the hospital landing pages
Referral Traffic
Pinterest ranked as one of the top sources of referral traffic to the hospital's main website
