With maternity business booming in the Fort Wayne area, it was crucial for Parkview Hospital to find a way to stand out from the pack. Having just introduced a new birth planner to their service line, Parkview had a leg up, and we jumped on the opportunity – the “Parkview Mom” campaign was born. It featured bold and fresh billboards, national brand-worthy TV, and real Parkview moms and babies that allowed our audience to “see themselves” at Parkview.
To add to the excitement of the new campaign, an LED billboard was
erected in a high-traffic area of Fort Wayne. This billboard was the first of its kind and featured the names, weights and birth dates of babies being born at Parkview that week. Many people who saw the billboard for the first time said it made them extremely emotional; some even cried.
During the award-winning campaign, traffic to the Web and microsite doubled. Meetings with the birth planner tripled, and an additional six birth planners were hired to handle the increase in demand. When other services in 2010 were at a standstill, Parkview continued to grow.