Moms spend 24 hours a week on the Internet, interacting via Pinterest, Facebook and Twitter, as well as surfing the web for relevant information regarding the health and well-being of their children. The Internet is the gathering place for busy, multi-tasking moms, juggling parenting with careers outside the home. Yet many hospital marketers still spend the majority of their advertising budgets on traditional media.
So how do you reach these moms, who are the primary caregivers and healthcare decision makers in the family? By tapping into the “help me, not sell me” mentality and engaging them in places they typically seek out helpful information and peer recommendations. The Tombras Group reaches moms where they are consuming the majority of their media: online.
For East Tennessee Children’s Hospital, Tombras deploys this targeted digital-centric approach in both paid media placement and social media strategy.
Targeting moms with Children’s Hospital ads on sites where they find relevant information is the smart way to connect with this key demographic. For example, ads for Children’s Hospital run on news station websites that list school closings—critical, timely data easily accessible to moms on days when inclement weather is a concern. These banner ads link to the Children’s Hospital website, and feature a rotation of informative, entertaining television commercials. Check out the “Best of Show” ADDY Award-winning :30 second TV spot here.
Reaching Social-Savvy Moms
Children’s Hospital recently amped up its social presence, regularly posting on Facebook and Twitter, as well as starting a Pinterest channel—a place where moms are most frequently found online and for the longest amount of time. In fact, 80 percent of Pinterest’s user base is female. Since 50 percent of Pinterest users have kids and spend an average of 15.8 minutes/day on the site, creating Pinterest boards chock-full of mom-centric content makes a lot of sense. Being the go-to resource for moms keeps Children’s Hospital top-of-mind next time mom needs a place to take her kids for specialized care or emergency treatment.
Digital advertising and social media community management are integrated with traditional TV, out-of-home and print advertising to create a holistic hospital marketing plan for Children’s Hospital—putting little heads in beds where they can get the best care—and putting moms at ease in the process.
Tombras has extensive expertise in hospital marketing with a client roster including The Med (Regional Medical Center at Memphis), St. Thomas Hospital in Nashville and St. Joseph and Flaget Hospitals in Lexington, Ky., in addition to East Tennessee Children’s Hospital in Knoxville.