Work

Where should I have my baby? It may be the most important question a prospective mother asks. Holy Redeemer Hospital in suburban Philadelphia wanted to be the best answer to that question. Holy Redeemer reached out to Lorél to help create a new brand expression; one that would reaffirm the high-touch, high-caring reputation they already possessed, but with an added emphasis on their advanced technology and impeccable quality.

Research uncovered that Gen Y moms did not want to be perceived as just mothers after having children; they still wanted to feel young and sexy. And most hospitals focused on the baby in their marketing. This was a time of celebration for the mother, not just the newborn. Welcome to the birth of the "You're Beautiful Baby" campaign.

The campaign focused on the mother, featuring pregnant models looking healthy and beautiful. Direct mail pieces offered practical, helpful tips on prenatal health, a list of benefits at Holy Redeemer's Maternity Center, and a promotional, pregnancy-related offer activated once an obstetrician or hospital visit is set. The results to date: overcapacity at the Maternity Center.