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Healthcare
Jackson Family Birth Center
Delivering just what the hospital needed.
Even as Jackson Hospital navigated bankruptcy and the threat of closure, its Family Birth Center kept serving expectant families across Central Alabama. We helped keep the service line visible with a campaign that focused on what made it special: personal care, family choice and a more comfortable birth experience.
Situation
The Family Birth Center needed to keep moving forward while the hospital faced one of the most uncertain periods in its history. That meant promoting an important service line without ignoring the larger reality surrounding Jackson — and without losing the warmth and personal touch that mattered most to expectant parents.
Even during the hospital’s most difficult period, families still needed to feel confident choosing Jackson. Mindvolt helped us keep that message personal, reassuring and focused on the experience we could provide.
Insight
For families preparing to have a baby, reassurance comes from the details. We built the campaign around the experience Jackson could offer: private LDRP suites, support for each family’s birth plan, on-site neonatologists, a Special Needs Nursery and childbirth and breastfeeding education.
Execution
We developed the campaign, “Your baby. Your way.” This theme reinforced Jackson’s personal approach and reminded families that the Family Birth Center was still there for them.
The work included video, promotional collateral, patient-education materials and branded specialty items that created a consistent message across both marketing and the patient experience.
