Woman’s Hospital, one of the largest women’s specialty hospitals in the country had recently begun constructing a new, state-of-the-art facility in a fast-growing part of the city. With the hospital’s goal of relocating one year from the beginning of the project, we were tasked with building excitement and anticipation around the move and increasing patient commitment in the new location.
Because most of Woman’s patient traffic is in obstetrics, MESH began by developing a nine-month marketing strategy that would play off the excitement and anticipation that expectant mothers experience while awaiting their delivery day. A comprehensive campaign involving outdoor, print, electronic, web, event, direct mail and guerilla marketing was put in place and scheduled in a trimester format. In the first trimester, the campaign focused on the fun and excitement surrounding the announcement, while the second and third trimesters of the campaign focused on the emotional connections and sense of impending parenthood that accompany the later stages of pregnancy.