Leadership challenged the Woman's marketing team to create a new pregnancy campaign to address the following:

• Increase breastfeeding rates

• Reduce elective deliveries before 40 weeks 

• Increase patient satisfaction; manage expectations by encouraging open conversation between patients and their physicians

• Reduce unsafe sleep practices (i.e. baby bumpers in cribs, co-sleeping, etc.)

Therefore, our four key messages were:

• Breastfeeding is best (and preparation is key)

• Wait until baby is 40 weeks gestation

• Talk to your doctor about a birth plan

• Keep your baby safe during sleep

While each key message was complex, our overall message was simple: Get Ready.