Birth Center digital campaign
A hospital reverses declining market share with digital campaign
CHALLENGE: A competitor opens a luxurious new OB unit nearby, resulting in declining market share for this hospital.
SOLUTION: Create a value proposition that Littleton Adventist Hospital can deliver on and that speaks to expectant moms—and deliver it using multiple channels. At the core, create a carefully crafted digital campaign landing page that tells their story, connects with their audience, and showcases one of their newborns each month using glamour shots awarded to a contest participant. Drive traffic to the site via supporting media including elevator wraps, building wraps, social media, Pandora ads, direct mail and print.
RESULT: Reclaimed market leadership and reversed declining market share, with deliveries moving up 22% over projected. Physician loyalty enhanced as well.