The challenges for Ramsay Maternity were quite simple. Fewer people are having babies. And more people are going outside the private hospital system for maternity and choosing public hospitals or other birthing options. With those factors in mind, it was imperative for Ramsay Maternity to re-establish their credentials in maternity and remind would-be parents of the clear advantages of choosing your local Ramsay hospital as your maternity partner. For NWO, the challenge was around production, and how to authentically represent newborns, new parents and Ramsay’s maternity services without literally ambushing a real birth.

With a huge number of private hospitals across the nation, all providing different maternity offerings, strategy became a key component of the project in highlighting differentiation and customer needs. We undertook research to understand and insightfully capture what makes Ramsay Maternity different from their competitors and other options. NWO engaged with stakeholders across the country to bear out those insights, which proved critical to the development of conceptual work. With a significant amount of data and anecdotal evidence in our hands, we then strategically created a hierarchy of needs to target the right people with the right messaging.

This online campaign was always designed to be a slow burn and position Ramsay Maternity as the preferred choice for any parents wanting a more personal and trustworthy birthing option. We eagerly await some of results of this campaign as we’re confident that the nature of this creative will resonate strongly within the market and see Ramsay Maternity assume a strong position.