LEADING CHILDREN'S HOSPITAL
Background
A leading U.S. children’s hospital created a blog to educate parents on safety and wellness practices for children while driving awareness of its organization. The blog lived as an extension of the hospital’s corporate website. The hospital identified moms with young children who lived within close proximity to their hospital as primary targets for this campaign.
Target Audience
MOMS WITH YOUNG CHILDREN
SINGLE DMA TARGETED
GOAL:
A CONTENT MARKETING STRATEGY TO DRIVE ENGAGEMENT WITH MOMS OF YOUNG CHILDREN IN A TARGETED GEOGRAPHIC AREA.
GOAL:
A CONTENT MARKETING STRATEGY TO DRIVE ENGAGEMENT WITH MOMS OF YOUNG CHILDREN IN A TARGETED GEOGRAPHIC AREA.
THE CHALLENGE
Through data analytics, machine learning and programmatic automation, we interpret the hard-to-read signals of the customer journey and understand the connection points between relevance and engagement. We do this by unifying real-world digital and clinical data to create a unique and precise view of health audiences, that refines, improves and increases its view over time. This enables us to deliver a suite of managed and self-service tools that deliver data insights and allow for the seamless activation of health options.
THE SOLUTION: STORY BY PULSEPOINT
The ability to target a niche audience within a specified geographic area is key for hospitals looking to provide education and drive awareness throughout their community. Story by PulsePoint drove engagement among the children’s hospital’s target audience of moms with young children within their own DMA, using a robust combination of social, native and content discovery channels.
THE APPROACH
1.
CONSOLIDATE DISTRIBUTION INTO ONE AUTOMATED PLATFORM
Story by PulsePoint’s direct integrations with premium social, native and content discovery networks allowed the children’s hospital to distribute its content beyond its single distribution channel to reach its desired audience at scale. Being able to manage multiple channels within a single platform provided the flexibility and control needed to effectively execute a targeted location-based campaign.
Social: Pinterest was the standout social platform used to garner high engagement and sharing among the target audience of moms with young children. Formats included thumbnail images and snippets that drove moms to relevant content on the hospital’s blog.
Native: Partners such as AdsNative, Powerlinks and Yahoo were used to deliver branded content to moms with young children within environments relevant to this audience.
Content Discovery: Platforms such as Outbrain and Taboola, also known as “content recommendation channels,” helped users find information that was highly personalized and relevant based on the content they were viewing.
Native: Partners such as AdsNative, Powerlinks and Yahoo were used to deliver branded content to moms with young children within environments relevant to this audience.
Content Discovery: Platforms such as Outbrain and Taboola, also known as “content recommendation channels,” helped users find information that was highly personalized and relevant based on the content they were viewing.
2.
Find the RIGHT AUDIENCE
Story by PulsePoint’s contextual targeting technology reached the children’s hospital’s key audience of moms of young children in the specified geographic area, with parenting and wellness related articles. A robust combination of geographic targeting and brand safety measures was implemented to ensure content was delivered to the right person, at the right place, at the right time, while aligning the brand with safe, quality content.
Content was distributed across premium parenting-endemic and non-endemic digital destinations such as parents.com, parenting.com, CNN, Health.com, ABC, CBS, and Women’s Health.
Content was distributed across premium parenting-endemic and non-endemic digital destinations such as parents.com, parenting.com, CNN, Health.com, ABC, CBS, and Women’s Health.
3.
TEST AND OPTIMIZE
Throughout the campaign, Story by PulsePoint conducted creative variant testing, and identified the winning headline/image/content combination across each distribution channel. Additionally, Story by PulsePoint tracked engagements and optimized in real-time across an array of page-level metrics, social actions, conversions and clicks. Story by PulsePoint’s full dashboard made it easy to monitor performance across all channels and quickly adjust based on the client’s KPIs.
THE RESULTS
132%
0%
higher average time on page (mobile)*
94%
0%
higher average time on page (desktop)
20%
0%
higher average scroll depth
Find out how PulsePoint can help you deliver results-focused digital media campaigns.
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