Sample – Women & Children’s Campaign
Overview
In the summer of 2017, Florida Hospital Memorial Medical Center opened a 10-bed pediatric unit and added an additional 24 beds dedicated to women’s services. The expanded women’s and pediatric beds were added after successfully launching a 16-bed private family-focused level II neonatal intensive care unit the prior summer.
In order to showcase the full spectrum of women and children’s services now offered at Florida Hospital Memorial Medical Center, the Circle of Comforting Care campaign was launched.
The campaign highlighted three distinct audiences focusing on:
- Women preparing to start their families
- Families with children seeking pediatric care
- Multi-generational women’s services from teens to grandmothers
Target Audiences
Direct to Consumer:
• Women, ages 18+, 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, OB/GYNs, Emergency Room Physicians, Internal Medicine and Pediatricians
Tactics
- Digital Strategies:
- Updated campaign website with tracking URLs
- SEO, SEM and Social Media
- Events:
- Unit Grand Opening
- Speaker’s Bureau (local community groups and large area employers)
- Community sponsorships and expos
- Traditional Media:
- Newspaper
- Magazine
- Outdoor
- Direct mail
- Radio
Print Copy (Baby Version):
A Circle of Comforting Care.
From a baby’s first breath to a toddler’s first steps, adolescence to adulthood, Florida Hospital is there for you and your growing family for all of life’s important moments. Whether it’s our new Level II Neonatal Intensive Care Unit, pediatric primary care and emergency services, or our pediatric specialists through Florida Hospital for Children – our ongoing dedication to health and wellness provides a circle of comforting care so you can focus on life’s precious moments, while we focus on keeping your family healthy to enjoy them.
Print Copy (Multigenerational Version):
A Circle of Comforting Care.
Each stage of a woman’s life offers new joys and unique challenges. From teem to woman, from pregnancy to menopause, you deserve the care you need – and care you can trust. With a broad array of women’s services from gynecology and obstetrics to our ongoing dedication to women’s health and wellness, Florida Hospital is there with you from the very beginning and throughout life providing a circle of comforting care for all of life’s important moments.
shannonfinley 