Engaging Expectant and New Moms

Client

A 155-bed pediatric hospital serving a population of 750,000.

Challenge

With a nearby pediatric hospital aggressively marketing to its patient base, the client needed a competitive strategy to grow market share and engage expectant, young and new moms and educate them about why their brand is the best choice for quality care.

Solution

With the knowledge that mothers are ultimate decision-makers in pediatric care and a change in providers or physician relationships is typically triggered by a significant life event, Strata targeted expectant moms and new movers with children. The multi-touch, multi-channel program leveraged traditional and electronic response/CTA mechanisms to empower moms-to-be to request a pediatric physician on the spot and sign up for the hospital’s e-newsletter.

Results

Strata’s program produced response rates for physician referrals of 11.6% – well beyond the industry average. Since inception, the campaign has garnered numerous e-subscribers and continues to achieve incremental patient volume year over year.

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