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 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.
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.
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.