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Creative Content Boosts Traffic on St. Louis Children's Hospital Blog by 102%
ST. LOUIS CHILDREN'S HOSPITAL CASE STUDY
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opportunity
St. Louis Children’s Hospital, which consistently ranks among the best pediatric hospitals in the country, has a blog called Mom Docs that delivers information directly from the hospital’s female physicians to parents on a variety of medical topics. All doctors are both moms and pediatric specialists, representing the newborn intensive care unit, psychology, the emergency room, and more.
The hospital was looking to boost traffic and interactivity on the site to get valuable information into the hands of as many parents as possible, as well as to drive awareness to increase parents’ consideration of the hospital for future care. They also sought to further elevate the sense of warmth and approachability that the hospital is known for, which helps create peace of mind for parents whose children are being treated.
solution
For years, the hospital provided high-level, insightful information for parents on the website. The site was, in essence, a blog – the information was presented mostly in written form, with headshots and other simple photography to support the content. We recommended a major tactical shift – turning the blog into a video series, featuring the Mom Docs delivering the content directly to parents via video.
To further boost traffic, we created a Facebook Live series called "Belly to Baby" that followed a woman's pregnancy and addressed questions pregnant moms faced. The goal was to upload one new piece of content per week onto the site via YouTube. Research was done around the best topics, based on trending questions on Google, most searched keywords, etc. A video content series was born.
results
Audience engagement has grown more than six-fold since the first Facebook Live video posting. The first video had 4,000 views and some episodes of the series had up to 25,000 views. Some questions were answered live during the Facebook Live sessions. Each episode averaged 200 reactions, comments, and shares. The Facebook Live videos were repurposed to YouTube, and the series is now the top playlist on the hospital's YouTube channel, with a 63 percent watch time, over four times the average watch time of other playlists.
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The program increased traffic to the website by 102% in an 18-month comparison, where new users doubled. Additionally, referral traffic from the Mom Docs blog to the main St. Louis Children's Hospital website increased by 25% over that same 18-month period.
