In our culture, pregnancy tends to be associated with negatives, such as bloating, discomfort and hormones. When Smith & Jones was asked to create a healthcare marketing campaign to drive patient volume to the region’s premier birthing center, Bellevue Woman’s Center, our strategy was to highlight the natural, beautiful state of pregnancy and completely focus on women, not babies. So much maternity marketing focuses on the new baby, but research has shown that first-time mothers-to-be aren’t thinking about the baby — they’re thinking about their pregnancy experiences and birthing plans.
We created a fun and light-hearted multimedia campaign that features pregnant women and their baby bumps. The “bump” is symbolic of the childbearing process that women can relate to in a positive way, so we wanted to use it in messaging across the campaign. Our goal was to get women to take a tour of the health system’s newly renovated woman’s hospital. Many pregnant women share baby bumps online. We wanted Ellis to participate in something women were already doing.
The campaign included :30 and :15 television spots that were cast on the Ellis Medicine Facebook page with real patients, in-stream video, search, display, Facebook, print magazine, radio and shopping cart advertisements that allowed us to target women specifically.