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Woman’s Hospital, one of the largest women’s specialty hospitals in the country had recently begun constructing a new, state-of-the-art facility in a fast-growing part of the city. With the hospital’s goal of relocating one year from the beginning of the project, we were tasked with building excitement and anticipation around the move and increasing patient commitment in the new location.
Because most of Woman’s patient traffic is in obstetrics, MESH began by developing a nine-month marketing strategy that would play off the excitement and anticipation that expectant mothers experience while awaiting their delivery day. A comprehensive campaign involving outdoor, print, electronic, web, event, direct mail and guerilla marketing was put in place and scheduled in a trimester format. In the first trimester, the campaign focused on the fun and excitement surrounding the announcement, while the second and third trimesters of the campaign focused on the emotional connections and sense of impending parenthood that accompany the later stages of pregnancy.
The promotion created a tremendous amount of excitement throughout the community. From direct microsite stats peaking with each of the pushes (outdoor, direct mail, print ads, etc.) to a local couple using the campaign as a birth announcement that was picked up by The Advocate, the campaign was wildly successful. As the only call-to-action, the microsite saw 30,125 page views and 10,150 visits, 80% of which came from new visitors. The campaign had over 4 million impressions on Facebook, with over 2,000 engaged users and 710 people “talking about” the campaign. As a direct result of this promotion, Woman’s saw market share in obstetrics increase more than 5%.
