The Challenge

ViaCord is a leader in the cord blood banking space, but they still face the constant challenge of engaging new consumers. This task is made perhaps even more difficult by the fact that cord blood banking is still relatively unknown to the majority of people. ViaCord has been successfully using search engine marketing and traditional CPM ads for quite some time, but they recognized the need to further engage with consumers using social media tools.

The Solution

When a campaign is based on engagement and interaction, proper strategy and understanding of the playing field is more important than ever. Since mid-2008 Pandemic Labs has worked with ViaCord to develop a full array of social media strategies that both stand alone and integrate with other marketing efforts.

Our strategy has been and will continue to be directed by the data collected in our ongoing brand tracking. This data allows us to gauge ViaCord’s presence online as well as the footprints of key competitors. With this knowledge, we gain a unique perspective on the cord blood banking conversation online. We know where target consumers spend time online and more importantly, we know what their needs are. This allows us to address consumers with value-add content rather than just more banner ads.

The Results

To date, our work with ViaCord has led to:

• Expecting Words – A lightly-branded blog by relationship expert Laurie Puhn, dedicated to helping couples communicate better during the tough times of pregnancy.
• The Official ViaCord Blog – A fully-branded blog where you’ll hear from experts, families and staff with an insightful and unique perspective on stem cells and cord blood. Join in the conversation as the team journies together into an exciting new era of stem cell medicine.
• @ViaCord on Twitter – Connect with ViaCord on Twitter to stay up-to-date and get tweets from their panel of experts.
• ViaCord on YouTube – A new, improved channel to hear inspiring stories and see how the cord blood banking process works.
• Ongoing brand tracking reports, digital PR mentions, and integration with traditional marketing and advertising assets.

My only hesitation in providing a glowing testimonial for Pandemic, is that the secret of this hidden gem will be out. Now please pretend you didn’t read this.

Lisa Girolimetti