Inspira Health’s 2025 maternity campaign reimagined how to connect with expectant mothers by grounding our message in the familiar — the South Jersey farmer’s market.
Drawing inspiration from popular pregnancy tracking apps that compare fetal size to produce, we brought this concept to life with vibrant visuals and messaging that felt personal, local and uplifting. The result was a hyper-localized, emotionally resonant campaign that positioned Inspira Maternity as both medically exceptional and culturally connected to those we serve.
Maternity campaign goals: Strengthen brand awareness to retain local maternity patients, grow volume within our service area and attract new patients from surrounding markets. Support organizational volume targets while generating additional leads to fuel sustained growth.
Birth rates across Southern New Jersey have steadily declined over the past decade, escalating competition for maternity patients—particularly in markets where Inspira and neighboring providers are equally accessible. To remain competitive, Inspira needed a maternity campaign that could increase brand recognition, grow patient volume, and improve retention among a diverse, well-informed, and increasingly digital-first audience.
The campaign began with a deep dive into market research and demographic data to understand both timing and motivation. We identified several critical trends shaping maternity decision-making in our region: most births occur between July and October; a growing share of patients are in their 30s and seeking flexible, informed care options; and authenticity matters. Patients respond best to marketing that feels relatable, culturally relevant, and tailored to their specific stage in the pregnancy journey. Importantly, information needs to vary significantly depending on whether a patient is early in pregnancy, preparing for delivery, or nearing birth.
With these insights in hand, we focused first on strengthening the campaign foundation. Ahead of launch, we prepared and refreshed key digital touchpoints, including website content, the online booking experience, and existing paid search efforts. The Maternity section of the Inspira Health website was redesigned using search trend analysis and market data to create a sitemap centered on high-volume Women’s Health terms, conditions, services, and FAQs.
Working closely with medical subject matter experts, we developed optimized landing pages that balanced search performance with patient intent—answering common questions and addressing care needs across each stage of the pregnancy journey. These landing pages aligned our efforts across all marketing channels. They improved ad relevance, landing page experience scores, and lead quality. At the same time, the appointment booking experience was refined by clarifying appointment purposes, making it easier for patients to select the right visit while also providing valuable insight into patient intent prior to provider interactions.
Creatively, the campaign came to life through the theme of growth—visually represented by locally grown Jersey produce and mapped to each trimester of pregnancy. The Jersey Blueberry symbolized the first trimester of pregnancy with the message “Life Begins Small,” followed by the Jersey Tomato in the second trimester, representing “Fresh Beginnings,” and the Jersey Watermelon in the third trimester, reflecting “Growing with Care.” Photography featured actors portraying real, local women in familiar South Jersey market settings, reinforcing authenticity and community connection.
The campaign was executed in both English and Spanish and timed strategically around seasonal produce availability and peak pregnancy milestones. A full-funnel, multi-channel approach was deployed across paid search, Performance Max, display advertising, social media (Facebook, Instagram, Snapchat, and TikTok), email, and audio streaming platforms including Spotify (English) and iHeart (Spanish). Creative formats spanned static imagery, design, photography, and video, with messaging tailored to awareness, consideration, and conversion stages.
Together, these efforts brought the maternity campaign to life—uniting data, strategy, and creative to meet patients where they are, build trust, and drive meaningful growth for Inspira’s maternity services.
The 2025 maternity campaign successfully converted a two-year infrastructure overhaul into measurable clinical growth. By aligning intent-driven creative with a streamlined patient journey, the initiative achieved a significant lift across the core objectives of awareness and appointment volume. Efficiency was a hallmark of the performance; optimized search strategies generated a 391% increase in leads while reducing cost-per-lead by 81%. Additionally, the Meta campaign delivered a highly efficient $0.49 CPC, representing top-tier performance for the organization. This digital precision facilitated a 58% year-over-year increase in web leads, with high-intent actions on maternity-specific pages rising by 111%.
These digital metrics translated directly into real-world results. Online bookings for Women’s Health specialties grew by 44.25%, contributing to a 5.29% rise in appointment visits during the campaign period. Visibility also strengthened, evidenced by an 11.2% increase in unique web users and a 29% lift in page views. These results reflect the culmination of a coordinated, cross-functional effort to modernize booking pathways and data-informed targeting. By pairing localized creative with a frictionless digital experience, the campaign established a scalable, patient-centered marketing engine. Ultimately, these initiatives solidified our maternity market presence and provided a sustainable model for driving measurable growth across the full marketing funnel.
