From Here to Maternity: Birth of an Online Marketing Campaign
October 14, 2009
Jane Sarasohn-Kahn, THINK-Health
This is archived content; for historical reference only.
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:
Identify and understand the target market
Offer a range of ads to broaden the appeal
Find out where people are seeking information and go there
Use targeted keywords and search engine optimization
Assess the cost-effectiveness of each approach
Continuously realign tactics along the way
Consider an ongoing investment to avoid response drop-off
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