Mommy blogs. If you told me a few years ago that I would be involved with mommy blogs, I probably would not have believed you. I didn’t start blogging myself until May of 2007. But several years ago, as fate would have it, my healthcare marketing firm began selectively producing blogs for hospitals around the county, including a few mommy blogs. The writers for the blogs were recruited from the community through online contests. The contests brought the hospitals’ social media programs to life, stimulating visitor engagement and driving followership. Once the contest was over, we gathered the bloggers together, gave them some rules of engagement and basic instruction, and then turned them loose. (In truth, we review every post before it goes live and do some minor editing when required. And we spend a lot of time reminding bloggers that their deadlines are approaching – or have already been missed.) Voila – a hospital mommy blog written by local moms. By creating the blog, the hospital was producing a communications platform with real value to area families. The blogs became great community building tools for the hospitals and have served to deepen the relationship between the various visitors and the hospital.
Today my clients at Signature Healthcare, along with their ten mommy bloggers and nearly 2,500 subscribers, are celebrating a major milestone. The Signature Moms Blog just surpassed 100,000 visits! That’s an amazing accomplishment given Signature Healthcare launched its entire social media program in December 2010. Signature was late to the game but made up ground in a hurry. Today it has a thriving presence on Facebook, Twitter, YouTube, Pinterest and Google+. But it is the blog that is making news, along with the stellar writing of the women who contribute posts on a regular basis. Their willingness to share with others and engage their readers is admirable. That commitment has led to a subscriber base of nearly 2,500 individuals. Those are people who have opted-in to receive an email notifying them each time a new post goes live.
And the Signature Moms Blog keeps garnering all kinds of recognition within the industry. In 2013 it has already won a Gold Aster Award within the blog category, a Silver Lamplighter Award in the blog category, a Gold Lamplighter Award for Excellence in Writing, and a Gold SIAA Award for Social Media/Blog. The blog has also been the focus of stories in a number of industry publications include Healthcare Strategy Alert, Marketing Healthcare Today, eHealthcare Strategy & Trends, H&HN and Healthcare Marketing Advisor.
It is rewarding to see the Signature Moms Blog gain so much recognition. This hospital trusted the social media strategy that we developed, and it has paid significant dividends. Through the blog, we have focused on community-building and developing a deeper relationship between the hospital and the community it serves. Judging by the numbers, the strategy is working. Congratulations to our bloggers and to the visionary marketing team at Signature Healthcare.