The Challenge

Our team was charged with driving awareness and trial of LiveHealth® Online, the provider of online doctor visits that enables patients to have face-to-face conversations with doctors on their computers or mobile devices. The plan was to educate consumers on the critical role technology plays in addressing the unique health needs of moms and their families while placing LiveHealth® Online at the forefront of the conversation.

The Solution

Our approach included generating quality, message-rich coverage of, and conversations about, LiveHealth Online in the places where moms are already seeking trusted information and advice.

Our team created compelling content for media by conducting a survey with BabyCenter, the #1 digital resource for pregnancy and parenting information, to reveal new data about the complexities and challenges of postpartum care. We hosted the second annual “LiveHealth Online Summit: Women Connect to Health” for targeted media, as a platform to launch survey findings and underscore the unique benefits of LiveHealth Online and enlisted celebrity spokesperson and mom of three, Molly Sims, to authentically deliver campaign messages to media.

Results

In less than a month, the campaign got more than 340 million media impressions, with 100% of coverage including 1-2 key messages. Additionally, we aided efforts to hit a business milestone of 1MM LiveHealth Online registrations while causing an 87% increase in share of voice compared to competitors, not to mention triple digit increase in social media engagement.