Woman’s Hospital OB Campaign
the story of kristen and josh
Problem
Woman’s Hospital is known as the “Birthplace of Baton Rouge.” And for good reason - 8,100 babies are delivered there each year, more than any other hospital in central Louisiana. But since Hurricane Katrina, and the subsequent influx of new residents in Baton Rouge, Woman’s has had a need to reinforce its standing as the area’s premier labor and delivery hospital.
Solution
To let people know about the hospital’s expertise when it comes to pregnancy and delivery, and to inform them about the comprehensive pre- and post-natal care provided, The Netcom Group created a fictional couple – Kristen and Josh. Through television spots, regular emails, online video and written journal entries and more, we followed the story of Kristen and Josh from the point when Kristen discovers she is pregnant until after the birth of their twins. All the while, the people following the campaign are informed about Woman’s expertise and the range of services provided expectant couples.
Also, in launching the Kristen and Josh campaign, we enhanced the site’s “Have a Baby” section, adding nearly 50 new pages of content, including a pregnancy due date calculator and “Stage of Pregnancy” pages, so women can know what to expect during the various stages of pregnancy.
Results
Kristen and Josh proved a popular couple. The campaign was hugely successful. Since it began, traffic on womans.org has increased by about 20 percent. Also, membership in the site’s registration-only My Woman’s section has nearly doubled, from 3,700 members to 7,000. Also, in Kristen’s journal entries she discussed various classes she was taking at Woman’s in order to be more informed and prepared for pregnancy, childbirth and parenthood. As a result, enrollment in pregnancy classes increased.
www.womans.org/my_womans/
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