Building Recognition & Engagement through a Multi-Channel Marketing Campaign
The Challenge: Building Recognition & Engagement for Pediatric Care
This non-profit healthcare organization provides exceptional pediatric medical and behavioral health services, and many families in the community are unaware of the comprehensive care available. To increase brand awareness, patient engagement, and referrals, I developed and executed a multi-channel marketing campaign that focused on connection, community, and kindness—anchored by the message that Kindness Matters in healthcare.
The Solution: A Fully Integrated Marketing & Outreach Strategy
To engage families, providers, and community partners, I created a strategic, visually unified campaign centered around this organization’s pediatric services and commitment to compassionate care.
The campaign included:
- New Branding & Messaging – Designed the Kindness Matters logo (long and stacked versions) to reinforce the company’s core values.
- Branded New Patient Care Packages – A warm welcome for young patients, filled with engaging, kid-friendly items.
- Direct Mail Campaign & Landing Page – A targeted approach to drive interest and track engagement.
- Social Media & Digital Advertising – Eye-catching, provider-focused content to connect with families online.
- Referral Outreach Gift Baskets – A creative way to build community partnerships and increase patient referrals.
Creating a Pediatric Welcome Package
To make young patients feel safe, welcomed, and valued, I designed branded care packages for new pediatric patients. Each package included:
- Cubby the Teddy Bear – A comforting mascot with a personalized story tag:
“Hi, my name is Cubby. I’m here to help you feel safe at the doctor so you can stay healthy and strong. Just give me a hug when you need to feel brave!”
Branded Items for Connection & Recognition:
- Kindness Matters Stickers & Bracelets – Fun and meaningful takeaways for kids.
- Temporary Tattoos – Featuring the Kindness Matters logo to add an extra element of fun.
- Contact Information Magnet – Including a QR code linking to pediatric services.
- Branded Pocket Folder – A convenient way to store essential health information.
- Everything Packaged in a Branded Tote Bag
A reusable bag featuring the logo gave families a lasting, practical reminder of the services available.
Inside the Folder:
- Children’s Services
- Brochure – An easy-to-read guide to pediatric care.
General Services Brochure – Overview of all services for families.
Pediatric Clinic Flyer – Featuring provider photos & bios to build trust.
Parenting & Life Skills Group Flyers – Encouraging families to engage in supportive programs.
Direct Mail Marketing: Driving Traffic to a Dedicated Landing Page
To increase awareness and track engagement, I designed and mailed a postcard promoting pediatric services, featuring:
- A compelling message & warm visuals aligned with campaign branding.
- A scannable QR code linking to a custom landing page I created for the campaign.
- A trackable engagement strategy to measure response rates and optimize future outreach.
Social Media & Digital Advertising: Highlighting Providers in Action
To build trust and visibility, I organized a photo campaign featuring pediatric providers interacting with patients. These authentic images were used for:
- Facebook & Instagram Ads – Targeted to local parents seeking pediatric care.
- Social Media Posts – Showcasing real providers, real care, and real kindness.
This approach humanized the brand and encouraged greater community engagement.
Community Partnerships: Referral Outreach with Gift Baskets
To strengthen provider relationships and generate referrals, I created branded gift baskets that providers could deliver to local businesses, daycares, and schools. Each basket included:
- Clinic Flyer – Informing businesses about their pediatric services.
- Branded Tote Bags – A practical and visible way to spread the brand.
- Kindness Matters Stickers & Bracelets – Encouraging engagement with the campaign.
- Branded Pens – Useful, branded items for partner offices.
- Sweet Treats with a Friendly Message:
Each basket included individually wrapped cookies with a branded sticker, including contact information for easy referrals.
This personalized, friendly approach helped build relationships and establish trust within the community.
Final Takeaway: Creating a Campaign That Cares
This multi-faceted marketing strategy built relationships, fostered trust, and made young patients feel welcome. Combining branding, digital outreach, direct engagement, and community partnerships, successfully:
- Expanded awareness of the organization’s pediatric services.
- Created an engaging, unified brand experience through the Kindness Matters slogan.
- Strengthened community ties and increased referral opportunities.
Looking to create a brand campaign that truly connects?
Let’s make it happen!
