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Arkansas Children’s

Content Marketing

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.

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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. 

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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