Caring for Alaska hearts

DIGITAL | SOCIAL

Pediatric Cardiology of Alaska (PCA) is part of Seattle Children’s—one of the top heart centers in the country.

Despite a 25-year history in the state and a staff that all call Alaska home, PCA doctors are often misperceived as "medical tourists." Residents assume Seattle Children’s providers visit for brief periods, then fly home to Seattle.

As a result, many parents believe the other clinics are "real locals" who understand the community and turn to them should a cardiac issue arise. PCA needed to convince parents of their unparalleled cardiac expertise and drive home that doctors and staff are all true Alaskans.

In Alaska. For Alaskans.

Wherever they were, Alaska parents could rest assured there was a heart specialist nearby. The campaign featured an integrated story of Seattle Children's providers caring for and living in the communities they serve. Visuals depicted providers in the clinics, traveling from Anchorage to treat kids in remote areas, and with their own families in well-known Alaska locales.

Mother and child playing on a playground

A highly-targeted campaign

Pinpoint targeting allowed media to reach a large percentage of parents across the entire state of Alaska—and it worked. In the first phase of the campaign, nearly 80,000 engagements were achieved from social alone, resulting in 99% new visitors to the site.

The Smashing Results

2,500

site sessions
during the campaign, up from near zero

2x

increase in PCAs Facebook following in the first month of the campaign

99%

new users to the site

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