HCA HEALTHCARE
No Pregnancy Is Perfect
Transforming Mom-to-Be Anxiety and
Self-Doubt Into Clarity and Confidence
THE CHALLENGE
Studies showed that women in their first trimester are often feeling anxious, emotional and uncertain. We knew the key was to foster a more meaningful conversation with women at the start of their pregnancy journey to help influence the choice of hospital for delivery.
THE CREATIVE SOLUTION
Harness the power of real moms to help moms-to-be. We used firsthand accounts and informed answers - to often difficult or embarrassing questions - from women who had been through pregnancy. Online and offline, the campaign ads drove traffic to NoPregnancyIsPerfect.com. This online environment of learning and understanding helped moms-to-be feel more informed, prepared and confident, and helped Capital Division Hospitals become a trusted resource for moms-to-be.
THE RESULTS
The campaign launched with shopping center and airport advertisements, just in time for the holiday traffic, and has since expanded into paid and social digital advertising. Social influencers and a ’40 Weeks’ Alexa skill are also included in the campaign execution.
ABOUT THE CLIENT
HCA Capital Division, a division of HCA (NYSE: HCA), is a group of hospitals serving Virginia, Indiana, Kentucky and New Hampshire.
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