We worked with pediatric hospital Arkansas Children’s to build brand awareness and increase audience engagement through the development of a strategic, data-driven content marketing plan.
The Situation:
Arkansas Children’s is the only hospital system in the state solely dedicated to caring for children, which allows the organization to uniquely shape the lives of children here. The system includes two hospitals (in Little Rock and Springdale), a Level 1 Trauma Center in Little Rock, a research institute and a growing foundation. Arkansas Children’s is affiliated with the University of Arkansas for Medical Sciences and is a teaching hospital with the UAMS College of Medicine’s Department of Pediatrics.
Arkansas Children’s staff consists of more than 500 physicians, 200 residents and 4,400 support staff. Arkansas Children’s Hospital includes 336 beds and offers three intensive care units. The Little Rock campus spans 36 city blocks and has a floor space of more than two-million square feet. The organization also recently opened a comprehensive pediatric medical care in Springdale with the opening of Arkansas Children’s Northwest, the region’s first and only children’s hospital and pediatric emergency room.
Ghidotti was tasked with providing a strategic content marketing plan to help Arkansas Children’s drive business outcomes, volume, growth and patient retention while also lending support to the four overarching marketing strategies: Precision marketing, Search marketing, Storytelling and Reputation.
Facebook LIVE
Arkansas Children's Blog
The Strategy:
The Arkansas Children’s content marketing plan focused on the utilization of all digital channels to build awareness around the brand, help drive business outcomes and support the Arkansas Children’s team as it transitions from a tactical MarCom focus to strategic, data-driven marketing efforts. We encouraged Arkansas Children’s to combine its two blogs (Happy Healthy Blog and Patient Stories) into one blog to streamline all traffic into one source. Content for the blog was organized using designated tags and specific keywords, which made it easier to find content, allowing for the creation of an ebook and increased organic rankings via search engine optimization.
On the social media side, Facebook and Instagram were used to distribute consistent, engaging content, specifically through the use of video. With research showing that videos receive higher engagement than images or links alone, live video was utilized on Facebook to feature Arkansas Children’s physicians and other resources while allowing audiences to interact with them directly. Instagram was used to tease blog stories and videos with shorter clips, while also publishing infographics for patient education and the promotion of events, special observances and new doctors.
We encouraged Arkansas Children’s to make use of Twitter, LinkedIn and YouTube to achieve their content marketing goals. On Twitter, we advocated for the use of relevant hashtags on all tweets, while being engaged with their audience and providing a response when applicable. The approach on LinkedIn was broadened from HR and recruitment to include engagement with other healthcare influencers to expand the network of referring physicians and other professional groups, as well as targeting regional physicians with promoted posts and ads that drive them toward physician-oriented content, newsletters or an email signup form. Much like videos on Facebook and Instagram, YouTube was utilized to increase brand visibility, educate patients and establish Arkansas Children’s as a thought leader and authority in health care.
The Results:
To ensure that Arkansas Children’s achieved its goals, we provided a content marketing workflow guide, which provided a step-by-step process from ideation and creation through tracking and reuse. We also created a content marketing lifecycle directory, outlining the practice of strategizing, planning, producing, promoting, analyzing and amplifying content. These guides were utilized by the Arkansas Children’s team on all of its content marketing efforts to ensure a consistent approach and an optimum outcome.
Our team provided content creation for the newly formed blog. The subject matter ranged from timely information for parents such as back-to-school vaccinations in August and helmet safety during the summer months to telling the stories of the many inspirational patients, nurses and doctors at Arkansas Children’s. The blog was also utilized to promote and drive traffic to specific events or services like a car seat check event and the number of volunteer opportunities available at Arkansas Children’s.
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Are You the Next Rock Star on the Ghidotti Team?
The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.
Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!
You anticipate every move of our clients and us.
You dream of ways to crack the Instagram gold mine in your sleep.
You are resourceful.
You are humble.
You know what needs to be done because it just comes naturally.
You are accurate. Every. Single. Time.
You take our vague guidance and get it done.
You are fast, yet error-free and awesome.
You care about every single, tiny, little detail.
You follow instructions.
You know you are extraawesome, and totally own that.
You meet deadlines even when you only have minutes to do it.
You can handle your own drama. Better yet, you don’t have any.
You have a life outside of work that you love and nurture.
You loathe micromanagers and don’t need one.
You love learning new things.
You sing karaoke and have “that song” when you really need to bring it.
You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google like your life depends on it).
You treat our clients and your team members with respect.
You are funny.
You are caring.
You are a good friend and co-worker.
You are creative and think of winning marketing ideas in your sleep.
You love writing award entries. Like it’s your job!
You are resourceful. It’s so important that we’re mentioning it again.
Rock Star Environment
We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.
Professional Enrichment
Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!
Community Engagement
We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.
Team Building
Quarterly adventures for the team!
Winter Recess
We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.
Summer Fridays
We get an early jump on the weekend every Friday during the summer.
Volunteer Time Off (VTO)
Along with your PTO, you also get VTO to use to support your favorite charity or organization.
Does this describe you?
Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.
