Client: Children's Hospital Los Angeles
Campaign: RN Remedies
Duration: November 2010-present
The pediatric nurses at Children's Hospital Los Angeles realized the Web is filled with medical advice, opinions, and information not attributed to a licensed health professional. As such, they developed RN Remedies, a blog to communicate with parents and the online community on important topics within their health expertise.
Strategy
Knowing the Internet can reach parents everywhere, a group of eight nurses created a forum to provide answers to questions frequently posed by parents.
The blog disseminates information on an array of pediatric health and safety topics, including food allergies, childhood obesity, teen texting, car seat safety, appendicitis, and water safety.
Tactics
Nurses update the blog weekly with posts that are timely, informative, relevant, and emblematic of the care the hospital provides. The blog, which is promoted via various social media channels, encourages readers to e-mail questions and topic suggestions.
"A main objective is serving more as a pediatric health resource for parents and families," says DeAnn Marshall, VP and chief marcomms officer. "This is a first step in that direction."
Results
RN Remedies posts have drawn more than 30,000 views and account for 62% of the hospital's blog traffic, which "is impressive given that many of the blog posts feature celebrities, news coverage of our efforts in Haiti, as well as a highly prominent post about our star patient, Max Page, the mini-Darth Vader who stars in the Super Bowl Volkswagen commercial," Marshall explains.
Future
The hospital continues to update the blog and use it to connect with and educate parents on important pediatric health issues.
