This video is part of a series called Portraits in Commitment describing the work that Dr. Moise and his team do as fetal care specialists. The care and surgical treatment he provides is highly specific for babies in utero. We wanted potential patients to have a better understanding of the complexity of the surgery and the level of expertise it takes to perform these surgeries and now this specialty is available to the city of Austin so patients no longer have to travel to have this surgery to care for their unborn child.
The project was part of our Portraits in Commitment series, where we highlighted 6 values, Dr. Moise was selected to represent Trust in the series because it requires a parent to place an enormous amount of trust in the surgeon who will be caring for their unborn child. The series was rolled out via social media, a patient newsletter, a dedicated landing page on the website, blog posts, and in magazine ads over the course of the month of March. Never a one-and-done – we extended multiple components of the campaign throughout the month. Our goal was to highlight the difference an academic medical center brings to the city of Austin, which up until recently has not had this type of healthcare available within the confines of the city and region. Patients would have to travel to Dallas, Houston, or San Antonio to receive this level of care and expertise.
We knew this campaign would be somewhat lower performing because it is such a highly-specialized and niche service line within the campaign. However, we were pleasantly surprised to see the high engagement among LinkedIn users (peers). We feel this brought awareness to the level of care and expertise UT Health Austin physicians are bringing to the city of Austin and the Central Texas region for patients and as extensions of care for community physicians.
The video as part of the overall campaign garnered the following results:
Facebook Digital Ads and Social Posts:
Reach: 80,949; Impressions: 118,747; Engagement: 6596
Impressions: 5256 Engagement: 75
Reach 12,698; Engagement 1525; Impressions on Reels 722; Profile Activity: 80
LinkedIn Digital Ads and Social Posts:
Impressions 126,249; Engagement rate 3.06%; Engagement 974