case study.

CHRISTUS Spohn Birthing Campaign

This campaign, which was featured as a Best Practice example at the CHRISTUS Health Communications Council meeting, was created to drive an increase in CHRISTUS Spohn’s birthing services.

The creative challenge was to attract, engage and connect with women considering pregnancy and convert them to patients. Snyder+Associates recommended a combination of digital web and social media messaging based on our research that nearly 50 percent of women prefer to consume health content via mobile device and 20 percent of women spend between one and two hours per day on social networking sites. Women were encouraged to sign up for the birthing e-newsletter and a free tote bag, enabling us to capture their demographic and contact information. Of the 414 women who completed the form for the free tote bag and OB info packet, 154 had some type of OB visit at CHRISTUS Spohn. Average contribution margin: $1,598/patient; OB services total contribution margin of $246,057. The CHRISTUS System ended that year with 4,371 deliveries — 122 above projections and 236 above the previous year.