Happy, Healthy, Baby Business | K2MD

Case Studies/Happy, Healthy, Baby Business

Challenge

Lovelace Women’s Hospital built a great reputation as one of the region’s most respected labor and delivery programs. With newly renovated birthing suites and the area’s best NICU, they were ready to grow marketshare. K2MD was asked to help promote “Labor of Love”, a new program designed to attract moms-to-be with lots of free perks and an emphasis on the importance of prenatal care.


Strategy

To reach young women who may be pregnant, or may become pregnant, K2MD created a cross-platform campaign to get the message out about the free perks this program offers. The campaign also utilized a promotional tie-in to the movie and book, What to Expect When You’re Expecting, through in-theater promotions prior to the national release of the movie.


Results

Interest in the new program was immediate. Within the first month of the campaign, more than 300 moms-to-be signed up for the program. The mobile advertising component performed at more than 2 times the industry standard click through rate (.35 vs .17). In the two years after the program’s initial success, inquiries increased by 71%, tour volume increased by 109% and deliveries increased by 164%.


71%

INCREASE IN INQUIRIES

109%

INCREASE IN TOUR VOLUME

64%

INCREASE IN DELIVERIES