St. Louis Children’s Hospital, consistently ranked among the best pediatric hospitals in the country, publishes an educational, written blog called MomDocs, which delivers information directly from the hospital’s female physicians to parents on a variety of medical topics. The doctors are both moms and pediatric specialists, representing the newborn intensive care unit, psychology, the emergency room, and more.
The hospital wanted to boost traffic and engagement on the site to ensure as many parents as possible received valuable information as well as to increase considerations of St. Louis Children’s Hospital for future care. They also sought to further elevate the sense of warmth and approachability that not only the hospital is known for but also helps create peace of mind for parents whose children are being treated.
While Mom Docs delivered extremely valuable content, it didn’t match the warmth Children’s exudes nor was it 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 mom docs themselves delivering the content directly to parents. This approach also allowed parents to more easily connect with the doctors. Doctors who truly understand what parents are going through 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 pregnant moms faced. The Facebook Lives allowed for 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, most searched.
A video content series was born. We helped develop the content strategy and produce one new piece of content per week, 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.
In the first year, audience engagement grew more than six-fold since the first Facebook Live video posting. The first video had 4,000 views and some episodes of the series had up to 25,000 views. Each episode averaged 200 reactions, comments, and shares. The MomDocs series is now the top playlist on the hospital’s YouTube channel, with a 63% watch time, over four times the average of other playlists
The program increased traffic to the website by 102% in an 18-month comparison, where new users doubled. Additionally, referral traffic from the MomDocs blog to the main St. Louis Children’s Hospital website increased by 25% over that same 18-month period.
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