When Core began working hand-in-hand with The Valley Hospital to promote its Center for Childbirth, the cards were stacked against us. The national birth rate was dropping, and the competition was boasting a brand-new, high-tech facility. Our research revealed something truly exceptional – the experience new families had at The Center for Childbirth couldn’t be matched by any other competitor.
Throughout our meetings, words such as “Unique,” “Remarkable,” “Unconditional” and “Complete” surfaced. New parents often use these words to describe how a newborn makes them feel. But, patients also use these words to describe the experience they receive at The Center for Childbirth. For example, The Valley Hospital is the only hospital in the region to offer a holistic birthing program. That’s what we call unique.
The print ads were used as part of an integrated marketing campaign that also included online advertising, radio and billboards. Many components of the campaign are still in market today, including a highly-engaged Facebook community. But in the end it’s the results that really matter. Thanks, in large part to this campaign, The Valley Hospital was able to exceed the number of births budgeted for its Center for Childbirth in 2011.