Sample – BirthCare Campaign

Overview
The goal of the 2013 BirthCare Center branding campaign was to increase community awareness and affinity for Florida Hospital’s obstetrical care and grow the volumes of the BirthCare Center. Working towards these objectives ultimately would aid in achieving NICU qualification levels, as well as increasing revenues from caring for families throughout the entire continuum of life.
The primary areas of focus for the campaign included safety and neonatology, awards and patient satisfaction, and a patient experience that includes 5-star amenities and flexible options.
Goal: Achieve 1,500 rolling births in a 12 month period in order to apply for level II NICU designation by December 2014.

Digital Ad

Target Audiences
Direct to Consumer:
• Women, ages 25-40, from Palm Coast to New Smyrna Beach (with focus in Palm Coast)
• Major area employers,
• Women’s and young professional organizations

Direct to Physician:
• Primary Care Physicians, with the goal of encouraging referrals to OB/GYN practices on the medical staff roster
• OB/GYNs, to encourage deliveries at FHMMC

Tactics
• Digital Strategies:

Microsite

• Campaign landing page with information on OB/GYNs with privileges, prepared childbirth classes, preregistration for delivery, FAQs for hospital stay, etc.
• E-newsletter with ability to receive weekly e-mails targeted to mother’s due date
• Pay-Per-Click and Facebook targeted advertising
• Social-media/patient focus

• Events:
• Annual Baby Shower
• Speaker’s Bureau: Physicians to area employees
• Event sponsorships and expos

• Print, Outdoor, Direct Mail, Radio

• Physician Relations:

“Congratulations” kits available in OB/GYN offices to engage moms without relying on physician prompting

Print Ad

Results

1,500 birth achieved within 12 months of launching campaign website.

Public Transportation Bus Wrap