Children’s Hospital Case Study | Moving Forward Digital Marketing

Executive Summary

In 2019, Moving Forward Digital Marketing partnered with a major children’s hospital in the Midwest United States to enhance brand awareness and drive engagement across multiple digital platforms. Through strategic optimization of Facebook/Instagram, Google Search, Display, and LinkedIn campaigns, we achieved over 12 million impressions and 40,000+ clicks while significantly improving targeting efficiency.

This case study demonstrates our ability to develop and execute complex, multi-channel digital marketing strategies for healthcare organizations that deliver measurable results.

Client Challenge

Low Brand Awareness Despite offering exceptional pediatric care, the hospital needed to increase visibility and recognition among potential patients and their families across a competitive healthcare landscape.
Diverse Audience Engagement The hospital needed to effectively reach and engage multiple audience segments, including parents of varying demographics, healthcare professionals, and referral sources.
Budget Optimization With limited marketing resources, every advertising dollar needed to generate maximum impact across multiple platforms.

Our Strategic Approach

Rather than applying a one-size-fits-all solution, we developed platform-specific strategies while maintaining consistent messaging and goals across channels:

Integrated Multi-Channel Strategy

We orchestrated a coordinated campaign across four key platforms, each with tailored approaches:

Facebook & Instagram

Targeted awareness campaigns with audience refinement and frequency optimization to maximize reach while maintaining engagement.

Google Search

Service-specific campaigns focusing on high-intent keywords with optimized ad extensions and strategic bidding for top ad placement.

Display Network

Broad awareness campaigns with contextual and audience targeting to build brand recognition across relevant websites.

Precision-targeted campaigns reaching healthcare professionals and parents in relevant industries to drive professional referrals and awareness.