New Service: Montana Maternity

Image of mother and child for Montana maternity campaign

Establish community hospital as a “destination of choice” for maternity care in Missoula Mont.

Increase maternity awareness and preference by 20% by the end of 2016; and own 10% of market share by end of 2015, and 30% by  end of 2017.

Deploy targeted digital campaign; capture attention with creative that can break through the noise; communicate compassionate care, and strength of the system as differentiation; optimize website for superior customer experience.

In two years, we went from 0% to 39% market share and increased preference for maternity/OB-GYN by 12%.