Women & Children Digital Campaign
The Situation
UW Medicine, and Northwest Hospital in particular, needed to increase the number of babies born in their hospitals. But, their competitor, Swedish, has had the corner on the baby market for at least a decade. Our team was challenged to create marketing that would bring in more births.
The Solution
After some thinking, we realized that we needed to appeal to women who were still at the stage where they were considering expanding their family, before they had even settled on a provider or toured any birthing suites. We spoke to women as their knowledgeable friend, a guide who could help with articles about the wild ride of motherhood. Our ads linked through to the landing page, which had articles of interest to new/potential moms, top-line stats on our birthing suites, and a link to find an ob-gyn.
Women & Children Landing Page
Tactics included––
- Landing Page
- Emails
- Google Search
- Digital Banner Ads
- Paid Social Ads
The results
As is typical with healthcare advertising, you may not see immediate results from a campaign in the number of appointments being made. That is especially so in a campaign where the results we plan to measure could be 9 months out, or more. But, this work drew over 6000 new visitors and 90+ new subscribers to the Women & Children email list in the first month that it was live.
Following up
Our goal is to start a relationship that will last a lifetime. Just like any relationship, we need to continue the conversation with this audience. Subscribers receive emails with links to articles about their life stages, as well as general good health reminders. And, we want to see lots of these:
Credits
Landing page UI, Digital Ads, Imagery for social . . . . . . . . . Julie Wessel
Creative Director . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Bill Wardlow
Copywriter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Angela Cabotaje
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Heather van Dusen
