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The Challenge

Over time, Children’s strong equity as a leader in acute care created a need and opportunity to communicate the breadth of Children’s offerings. People viewed Children’s as the place you go if your child has a serious medical issue, However many were not aware Children’s also offers Primary Care services, including more than 20 neighborhood primary care clinics in convenient locations throughout the area.

Hanson Dodge and Children’s looked to develop a new, digital-only campaign targeting new and younger parents, to help drive awareness of and interest in Children’s primary care offerings.

Key Insight

Younger parents—as well as young couples planning to have their first children in the coming years—may not be actively seeking more information about pediatric providers in the area. HD hypothesized we could engage these “passive mode” consumers via quick bursts of content on digital channels that give consumers a smile, and share new information that might be useful down the road, or both.

The Solution

Hanson Dodge crafted a campaign anchored by a series of charming, friendly digital video shorts that illustrate common scenarios that call for a primary care pediatrician.

Digital media targeted young parents, including those who had searched to learn more about primary care pediatricians available in their area. Channels included YouTube, Hulu, Pandora radio, Snapchat and search.

In total, the campaign consisted of five digital video executions, three radio spots and companion digital banners.

The Results

Since the launch of this campaign, Children's Hospital of Wisconsin has seen a measurable increase in neighborhood clinic appointments, driving a positive impact on primary care patient volume.