Women's Care - With You Every Step

Since 2018, Atrium Health has experienced decreases in commercially-insured patient selection for deliveries, signaling heightened competition for prenatal care. In response to this trend, we developed a dedicated maternity campaign to drive new prenatal patient growth. Key to this work was consumer research designed to answer two questions:
- What services/amenities do women value most when selecting prenatal care?
- Of those most valued, which provide the greatest opportunity to influence their selection and differentiate us in the market?

The study concluded three consideration categories most influenced selection, noted in rank order:
1. Clinical excellence
2. Care team support and service
3. Access and convenience

Armed with these insights, the team developed a full-funnel campaign to highlight the exceptional clinical care combined with full journey support offered by Atrium Health Women’s Care.

During the campaign, seven of our maternity centers were recognized by national publications, Newsweek and US News &World Report, as the best maternity hospitals in the region. With this, we were able to elevate our messaging to the best care for moms and babies, coupling these recognitions with our distinction as the region’s only nationally ranked children’s hospital.

Campaign assets married copy and imagery that spoke to the emotional experience of pregnancy while elevating key service line proof points that tested highly with consumers:
- Pregnancy confirmation appointments within 24 hours
- Unmatched fertility and high-risk experts
- Fourth-trimester resources
- Support from the region’s most recognized maternity care
- Connection to the region’s only nationally ranked children’s hospital
Campaign assets included a mix of traditional and digital media, including print, out of home, streaming audio, programmatic and native display ads, static and animated paid social ads and a landing page.
The campaign’s digital assets performed well above KPI benchmarks, with streaming audio’s completion rate at 97.56% (benchmark: >80%) and paid social’s CTR rate at 1.06% (benchmark: >0.83%) coming in as top performers. From a volume perspective, the service line is currently up 9% in OB confirmations, 20% in new patient visits and 8% in deliveries (based on a rolling 12-month comparison YoY).