We let kids deliver the big news.
The Challenge
Show parents why exclusively pediatric care matters, then turn that confidence into a clear next step when they’re choosing care for their children.
Wildly Original Move
Put kids in the reporter’s chair with the Children’s National News Network, connecting warm storytelling to intuitive landing pages and Find a Doctor.
Result
The broader patient-volume program saw 43% of digital visitors click Find a Doctor.
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The Challenge
Children’s National needed to show parents why care designed exclusively for children matters, then help them act on that confidence. Parents researching care were comparing options quickly and emotionally, often on their phones. Just For Kids had to make the hospital’s pediatric focus clear while supporting an easier path to care.
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Wildly Original Move
Who better to tell that story than kids themselves? We created the Children’s National News Network, with children reporting breakthrough stories from around the hospital. As part of the wider patient-volume program, kid-led storytelling ran across television, digital, social, and paid media, supported by intuitive landing pages and a clear path to Find a Doctor.
Results
Just For Kids was one chapter in a broader patient-volume program. Across that program, average daily service-line page views increased 128% and clicks increased 123%; brand page views increased 78% and clicks increased 194%. And 43% of digital visitors clicked through to Find a Doctor.
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Services Utilized
Performance Strategy · Creative · Media · Content Lab · Conversion Optimization
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