Marketing Strategy Resulted in Use of Comparison Data
Traffic to the California HealthCare Foundation's hospital quality ratings Web site, CalHospitalCompare.org, increased significantly as a result of a marketing strategy targeted at pregnant women. The campaign included banner ads of news-related Web sites and community Web sites, including Yelp and CitySearch, and keyword-based advertising on Google and Yahoo.
CHCF is the publisher of California Healthline.
- "Case Study: How a Calif. Foundation Got Consumers To Use Hospital Comparison Data" (Zieger, FierceHealthcare, 10/16).