Every parent has questions from the time they first conceive all the way through the college years. With “Dr. Google” and well-meaning friends and family, parents are often inundated with answers, some of which are incorrect. How can hospitals help parents find a great doctor?To meet the challenge of keeping families as patients once they become parents, Nebraska Methodist Health System—the market leader in obstetrics—developed a non-branded strategy that highlights the knowledge of its obstetricians, pediatricians, and family medicine physicians. In late 2011, Nebraska Methodist launched a unique website branded distinctly separate from the health system. ParentSavvy.com® was born.This trademarked brand operates as a community service, providing health and parenting information to all parents— brand-loyalists and “other-brand” loyalists alike. Both as a website and as its own brand, ParentSavvy has grown year-over-year and has partnered with many of the leading family-focused organizations across the region. Among the results:
- Over 1,000 consumers visit ParentSavvy.com every day.
- ParentSavvy has more than 6,500 social media followers.
- About 3,500 people subscribe to ParentSavvy e-mails.
- More than 500 parents view physician profiles each month.
- The brand and website have contributed more than $1 million in reported community benefit.
This is not your father’s marketing strategy!
In the latest issue of SHSMD’s Spectrum newsletter, Sue Klein, manager of interactive strategy and production at Nebraska Methodist, shares tips for reaching parents.
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SHSMD members, read the full article: Attract and Educate Parents by Showcasing Physician Expertise
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