Case Study: Missouri Poison Center


Missouri Poison Center

Missouri Poison Center is an SSM sponsored health agency that uses education, advice and preventative services in order to protect Missorians from poison incidents.

Missouri Poison Center approached INSITE ADVICE because their website content was not optimized for the modern user and devices, and their metrics had plateaued.

The original website was lacking because it was not search engine or mobile user friendly. We stepped in to help with their marketing as a whole, working to improve their website appearance, restructuring existing content, and by assisting in the creation of social media posts and a monthly newsletter.

Missouri Poison Center is an incredibly helpful organization that needed to better inform its target market of available services.  Our design and marketing teams set to work, helping people more efficiently find information and increasing target market engagement.  The majority of Missourians were unaware that Missouri Poison Center encourages residents to call the poison center before an emergency occurs.  They offer promotional materials and prevention tips for free, so we worked to make that clear in every blog, newsletter, social media post and website page.

Services Web Design, SEO, Content, Social Media
Markets B2C

Approach to Digital Marketing

Our primary focus in assisting Missouri Poison was restructuring the design of their site. The information was intact and it was resourceful, but it was not easy to access or highly searchable by Google. We changed this by taking most of their information off of PDFs and turning it into easy to read HTML site pages.

We also went all-in with search engine optimization practices. Through keyword research, we did a variety of improvements to their site like adjusting URLs, title tags, blog posts, and site pages. This resulted in a 298% increase year over year in organic search traffic.

Lastly, we made sure to adjust pages so that they would be easy to use on mobile devices. This improved mobile rankings, traffic and user engagement.


Approach to Social Media

Our goal for Missouri Poison Center was to increase user engagement with all of their social media posts. To do so, we made sure that each post was linked back to an article or post on their website. We were able to do this by taking advantage of the opportunity to build off what people understand (emergency situation) and what they do not know (how to handle or prevent the incident.) To add a creative spin to their social media, we added infographics and videos. In order to increase impressions from new and different audiences, we shared the posts with relevant Facebook pages.

Another way that we worked to push content was using Facebook ads.  We focused on seasonal and trending issues about poison control and poisonings in Missouri. We used these ads to to increase likes and shares by showing infographics, videos, and blogs to the targeted users who were most likely to engage with these ads.

The monthly newsletter that Missouri Poison releases was the final way that our team worked to improve their marketing outreach.  The newsletter was based on the monthly “Trending Topic” and also highlighted any events and related content. “Trending Topics” were chosen hot topics that were sure to engage the reader, like whether or not homemade slime could be a danger to children. Recipients were encouraged to share the newsletter with their friends to create awareness and additional sign-ups. We integrated this newsletter into social media with the “Share to Social” button in the newsletter and by creating social media posts when the newsletter was released. We grew the Facebook following to over 10,000 fans, almost doubling the initial numbers in a 6 month timespan.


Approach to Increasing Phone Calls

The Missouri Poison Center receives their funding in conjunction with the number of calls their hotline receives, so our third task was to increase the number of people that called their hotline on a monthly basis.  We started by changing the branding of social media posts to include the hotline number. We also redoubled our efforts to promote Missouri Poison Center as a source of poison prevention information and we worked to inform the target market that having the hotline number saved in a cell phone ahead of an emergency would be incredibly useful.  We also found other ways to encourage calls from the target market, as knowledge about the Missouri Poison Center was growing but certain hesitations needed to be overcome. We made parents aware that calling the hotline would not lead to CPS reports. Increasing calls also depended on parents knowing that calls to the hotline were anonymous and could be made at any time of the day or night, as the center never closes.  A final idea that was implemented was to have social media posts that highlighted the poison hotline as a bilingual tool. This approach was mirrored in the newsletters as well, as catering to the Spanish-speaking community would greatly increase calls.

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