Child Health and Human Development

Create an evidence-based communications strategy that evolves to serve a shifting portfolio of health topics, audiences, and communications channels

NICHD “What is Clinical Research?” Video

NICHD “Mom’s Mental Health Matters” Infocards

NICHD Infographics

NICHD Safe Sleep for Your Baby Infographic

Client

The Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD)

Challenge

Create a unified, evidence-based, and forward-thinking communications strategy for an Institute whose broad research portfolio spans the entire human lifespan.

Palladian Approach

Since 2011, Palladian has supported NICHD’s mission to promote research on all facets of human development. Our efforts began with a focus on creating quality content for the NICHD website—including consumer health information on more than 80 topics and videos featuring the Institute’s innovative research.

With content as our foundation, we turned our attention to creating a social media strategy to build engagement and drive traffic to the website. Using audience behavior profiles and Institute goals, we recommended and launched new channels on Twitter, Flickr, Pinterest, Reddit, and YouTube. We developed an editorial strategy that highlights a rotating list of topics to maximize impact and ensure that all aspects of NICHD’s broad portfolio receive the attention they deserve.

In 2016 we were asked to expand our support to include strategic planning and outreach for Safe to Sleep®, NICHD’s public health education initiatives, and the National Child & Maternal Health Education Program (NCMHEP).

Our wide range of activities for NICHD includes meeting planning; media tracking and news release distribution; support and planning for live social media events such as Twitter chats and Reddit Ask Me Anything (AMA) conversations; and developing live action and animated videos, infographics, infocards, and gifs.

Results

Since we were able to begin tracking data in 2013, visits to the NICHD website have more than doubled, growing to 5.1 million in 2016.

One hallmark of the Institute’s communications success over the past 5 years has been the growth in activity and engagement on social media channels, including Facebook, Flickr, Pinterest, Reddit, Twitter, and YouTube.

  • NICHD’s Facebook following has grown from just over 1,000 in 2011 to more than 20,000 today.
  • The Institute’s Twitter account, launched in January 2014, now has more than 7,600 followers and 1 million impressions.
  • In September 2016, NICHD’s first Reddit AMA received more than 12.3 million impressions and 8,132 votes and comments.

Careful tracking and analysis of metrics have allowed us to help NICHD pinpoint opportunities for increased engagement and identify areas for continued improvement and evolution.

Services

  • Strategic Communication Planning
  • Content Development
  • Social Media Planning, Outreach, and Monitoring
  • Materials and Publications Development
  • Media Planning, Outreach, and Monitoring
  • Website Content and Multimedia Strategy
  • Website Design and Usability Testing
  • Campaign Development and Implementation
  • Consumer Outreach
  • Conference Services
  • Writing Support
  • Institute and Initiative Branding
  • Translation

 

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