Case Study: Lucile Packard Children’s Hospital Stanford boosts prenatal enrollment with Mortar Advertising

Lucile Packard Children’s Hospital Stanford reaches 18 million moms with Mortar Advertising

Lucile Packard Children’s Hospital Stanford partnered with Mortar Advertising to address a significant marketing challenge. The hospital needed to encourage expectant mothers to choose them for deliveries by overcoming the common perception that a teaching hospital is cold and impersonal.

Mortar Advertising developed a creative strategy that leaned into the hospital's Stanford heritage to build trust. The solution involved a campaign featuring striking black and white photos of actual newborns, supported by a multi-channel media plan that hyper-targeted expectant moms. This approach led to impressive results, including reaching over 18 million moms and a 38% increase in prenatal class enrollment. The campaign's success also acted as a catalyst for a system-wide rebrand to Stanford Children’s Health.

Lucile Packard Children’s Hospital Stanford