A women’s health campaign used South Jersey culture, pregnancy milestones, and a full-funnel digital strategy to build stronger connections with expectant mothers.

// By Susan Dubuque //

Pregnancy tracking apps often compare fetal growth to fruits and vegetables.

A blueberry. A peach. A watermelon.

Inspira Health turned that familiar experience into the foundation of an award-winning digital marketing campaign.

Kate Baker, director of content strategy, Inspira Health

Kate Baker, director of content strategy at Inspira Health, presented the initiative during a recent Strategic Health Care Marketing member roundtable featuring winners in the 2025 eHealthcare Leadership Awards Best Digital Marketing Campaign category. She shared how Inspira took a fresh approach to maternity marketing by blending regional identity, relatable storytelling, and data-driven digital strategy.

“We wanted the campaign to be instantly recognizable to the people who live here,” says Baker. Grounding the message in our South Jersey roots made it feel truly authentic.”

Continue reading to discover how this clever maternity campaign increased engagement, online bookings, and patient volume.