A leading national healthcare network was interested in additional ways to drive awareness for its Access to Care Program service lines. The Access to Care Program included a suite of healthcare solutions that allowed patients to schedule and receive care when and where they need it. The healthcare network needed a more in-depth, sophisticated way to track behavior to understand which sources drove the most conversions at the lowest cost.
Our client previously worked with a large digital agency that insisted deeper tracking of the patient’s journey through third-party platforms (specifically appointment setting platforms) wasn’t possible. And they didn’t want to take that no for an answer, so they called us.
While MomDocs delivered extremely valuable content, it didn’t match the warmth that Children’s exudes. Nor was it displayed in a form that a busy parent could quickly digest.
So, we saw an opportunity for a major shift – turn the blog into a video series that featured the MomDocs themselves delivering the content directly to parents. This approach also allowed parents to more easily connect with the doctors—doctors who can relate because they are parents too. Fundamentally, parents wanted to know that they weren’t alone.
To further boost traffic, we created a Facebook Live series called “Belly to Baby” that followed a woman’s pregnancy and addressed questions that pregnant moms faced. The Facebook Live videos allowed real parents to ask questions during the sessions. Additionally, research was conducted to uncover the best topics for upcoming videos using trending questions on Google.
A video content series was born! We helped develop the content strategy with the goal to upload one new piece of content per week onto the site via YouTube, including recorded versions of the Facebook Live sessions.