The most important decision to make after deciding to start a family is deciding where to start it. And with the state-of-the-art Family Birthing Center on the way, the Community Healthcare System of Northwest Indiana wanted to send a clear message to expecting mothers: We have the best possible care for you and your child. So they reached out to envisionit to reach their most important audience.
Ensuring a smooth campaign delivery
Before we could get rolling on the creative, we gathered insights that would lead us to some high-impact creative. Our team constructed an in-depth, data-driven portrait of expectant mothers in Northwest Indiana. We got to know these moms—their preferences, needs, and where they spent their time—so we could craft a campaign that could build awareness and trust.
Mothers-to-be were looking for hard data that shows their birthing facility is the right one. And they were going above and beyond official sources to find that information. Blogs, forums and videos would do most of the heavy lifting.
Building the nest
Competitive analysis revealed some gaps in strategies from similar hospitals. There was room for some cross-platform approaches, but lots of digital opportunities to meet mothers where they wanted to be.
To build up a brand new birthing center as the place to have a child, we knew we’d have to reach expecting mothers when they’re in consideration mode. Building trust before the center opened and keeping that trust going was a must
“During our relationship on multiple engagements with envisionit, what stuck out is their ability to prioritize agility - expediting work based on our organization's ever-changing needs. While internally we were all over the place, envisionit helped us organize and prioritize - all for the good of our company!”
With a full understanding of the mother-to-be, our creative team put together a pre-launch and post-launch platform. Leaning on the reputation and experience of the Community Health System, we centered our campaign around two things pregnant women were looking for: comfort and experience.
Setting up the nursery
Before the Family Birthing Center opened, we introduced the new facility with strong Born Ready digital and traditional ad messaging that built awareness and supplemented the full campaign.
Nurturing the leads
High-impact sponsorships and large network partnerships across multiple properties got us started. We gathered data, adjusted on the fly, and moved from awareness into lead generation.
Delivering the baby
Using the leads we generated, we were able to target lookalikes and widen our net for even more. You’re our baby messaging not only emphasized the exceptional care mothers get at the new center—it helped keep awareness high across traditional and digital touchpoints.
“Partnering with Community Hospital, specifically their Family Birthing Center, allowed us to really explore the most important needs for the expectant family audience and address those needs through a creative campaign strategy that balanced emotional aspects with functional necessities.”
Growing up quickly
The campaign not only connected with moms-to-be and their families, it built excitement for the center’s opening in the community. Strategically targeted online and print ads drove an outstanding amount of leads for the new center. That’s what we call a smooth delivery.