An online ad campaign aimed at helping pregnant women choose a maternity provider dramatically boosted visits to CalHospitalCompare.org. This issue brief describes the campaign strategy, results, and lessons learned.
From Here to Maternity: Birth of an Online Marketing Campaign (596 K)
How can health care consumers be encouraged to compare their options when choosing providers? To test some possibilities, CHCF conducted an online marketing project focused on maternity services in three California regions. The targeted ads encouraged pregnant women to use the CalHospitalCompare.org website to assess maternity care at local hospitals. Ad placements included news publication websites, community participation sites (such as Yelp and Citysearch), and ad networks (Google and Yahoo).
During the campaign, traffic to CalHospitalCompare.org increased dramatically. The results suggested that it is important to:
The complete issue brief is available under Document Downloads.
CalHospitalCompare.org: Online Report Card Simplifies the Search for Quality Hospital Care