Raise awareness and establish Boston Children's as a visionary leader in healthcare research and breakthrough innovations among potential donors at the top of the marketing funnel. Together, we achieved this by creating content that highlighted Boston Children's groundbreaking medical advances aimed at eradicating childhood diseases, while also showcasing their broader impact on adult healthcare and society as a whole.
Our stories centered on four key areas of research at Boston Children's: inflammatory diseases, immunology, mental health, and a clinician training program that used realistic patient simulations. To craft these narratives, we conducted in-depth interviews with Boston Children's doctors and other experts, allowing us to unpack complex subjects. When possible, we also interviewed patients to bridge the gap between abstract scientific findings and real-world outcomes.
The content combined long-form articles, photojournalism, and documentary-style videos, making the stories more powerful, personal, and human-centric, while still centering Boston Children's impact on healthcare and society.
One of our main challenges was distilling complex scientific research into an accessible narrative that showcased Boston Children's innovative approach, regardless of the reader's medical background. In doing so, we had to become knowledgeable in niche topics, for example, the role of "nanobodies" derived from alpaca blood samples.
The content we produced—four long-form articles and two documentary-style videos—spotlighted the pioneering work of Boston Children's doctors. By showcasing the hospital's innovative approach to specialized care, research, and cutting-edge technology, we demonstrated its far-reaching impact on pediatric healthcare and beyond.
Our efforts were a resounding success, with key performance indicators significantly surpassing expectations. We delivered 214% on our view goal across page views and video views, specifically generating over 35,000 page views and more than 2 million video views.
Audience insights further validated the success of the campaign. We saw a high index of engagement from high-net-worth individuals, particularly those with influential job titles and substantial assets. This demonstrated excellent alignment with the key audiences that Boston Children's aimed to reach through this partnership, ensuring the content resonated with the right demographic.
What truly defines our success, however, is the depth of audience engagement and the substantial brand lift achieved. Post-campaign results clearly showed we met our primary objectives, reinforcing the value and relevance of the content. The standout piece, "In the Mental Health Crisis, Meeting Demand With Data," drew particularly strong interest due to its focus on AI in healthcare—a topic resonating deeply with current trends and audience concerns.
Our ability to drive strong engagement among key high-value audiences and elevate the brand through meaningful, topical content is why we consider this campaign a clear success.
