B2C Campaign
The Situation
Holy Family Memorial offered midwife services for prenatal and delivery care within a clinical and hospital setting. The revenue margins on midwife services are higher since midwives were billed at a comparable rate as physicians but were paid significantly less than their physician counterparts. Additionally, there was an emerging trend from expectant mothers to want a more holistic, natural birthing experience. The HFM midwives were able to meet this need in a safe hospital setting.
The Campaign
The campaign launched with a positive patient story as the feature article in HFM’s self-published quarterly newsletter. The story was amplified through digital marketing efforts including paid search, social media, digital advertisements within local media and prominent placement on the HFM website. After the initial three month campaign run, a follow-up campaign was launched that focused on the outcomes – a baby that was helped “out” by the midwives. This visual campaign was leveraged on the website, social media and prominent billboard locations throughout the community.
The Assets
Phase One
Phase Two
The Results
The purpose of the campaign was to drive awareness for the midwife services and have HFM be top-of-mind for expectant mothers.
- 85% increase in website traffic to midwife services
- 250% increase in Women’s Health patients over previous year