On average, Women & Children’s Hospital delivered more than 3,000 babies a year. It is Western New York’s regional center for specialized pediatric and women’s healthcare.

The hospital was concerned that its birth counts were slipping, as area residents were no longer seeing the advantage to having their babies at Women & Children’s, instead choosing more general healthcare facilities closer to home. At the same time, Women & Children’s wanted to maximize awareness of its world-class capabilities to expectant families and physicians in the region.

SKM Group created a strong, simple brand position that achieved both objectives: We Deliver Peace of Mind. In other words, no other hospital is better equipped to help ensure a healthy mother and baby before, during or after delivery.This brand promise was delivered in two heartwarming television commercials featuring infants only a few hours old. It was supported with radio, billboards, bus advertising and an inviting microsite that offers expectant mothers a host of information, connections and referral opportunities, helping to target a younger audience not typically served by Kaleida’s present offline media.Using stock video shots to create the television spots enabled us to create a beautiful and touching video at a fraction of the cost of a typical video shoot. SKM programmed the microsite in-house using shared content which also made this a very cost-effective campaign.

This campaign has continued to lift birth counts significantly, resulting in over 4,000 births at the hospital over the 12 months immediately following the campaign.