Atrium Health Levine Children's Newborn Acquisition Campaign

The objective of the Atrium Health Levine Children’s newborn acquisition campaign is to leverage the key differentiators of Atrium Health Levine Children’s to establish and nurture relationships with first time pregnant women by providing expert, relevant and timely information throughout their pregnancy to drive awareness, consideration, and selection. We know first time moms are the most likely audience to select a pediatrician and they are highly tech-savvy, using digital channels for almost everything, even healthcare information. As key decision makers and eager for all information as a first-time expectant mom, we created a primarily digital campaign focusing on acquiring new newborn patients.

Through our various tactics we promoted our three messaging pillars:
- We are the region’s only nationally recognized newborn care
- We are the only highly specialized care for baby – at the ready 24/7
- We are the region’s only full-journey support for baby (and mom)

Our top-of-the-funnel CTA is downloading our gated digital maternity & parenting guide. By downloading this resource, we captured them as a lead, and they entered our email nurturing journey. The email journey aligns with where the expectant mom is in her pregnancy and promotes our bottom-of-the-funnel CTA to find a pediatrician with Atrium Health Levine Children’s. Knowing someone could be later in their pregnancy journey and ready to select a pediatrician, this bottom-of-the-funnel CTA would take them to a landing page with options to directly select and schedule with a pediatrician.