Wisconsin Chapter of the American Academy of Pediatrics

SOCIAL MEDIA

Expanding Reach for Pediatric Mental Health

Leveraging targeted social media to engage new professional audiences.

The Wisconsin Chapter of the American Academy of Pediatrics (WIAAP) is a professional organization supporting pediatricians and child health professionals across Wisconsin. Through advocacy, education, and collaboration, WIAAP equips healthcare providers with the tools and resources to improve child health outcomes.

THE ASK

THE APPROACH

THE RESULTS

Phone Mockups of WIAAP Social Media Posts

Attracting New Pediatric Health Professionals to a First-Year Event

For their first-ever Pediatric Mental & Behavioral Health Conference, WIAAP wanted to expand beyond their core pediatrician membership to attract a broader continuum of child health professionals. The target audiences included:

  • School health staff and counselors
  • Therapists, family counselors, and child psychologists
  • EMS and first responders
  • Nurses, RNs, & PAs

The challenge: to build awareness and registrations among professionals not already on WIAAP’s lists while creating cohesion with the conference’s new branding.

Designing Hyper-Targeted Campaigns on LinkedIn and Meta for Precision Reach

Ocreative developed a comprehensive, audience-first social media campaign that included:

  • Custom Messaging & Graphics: tailored value propositions for each audience, built around the unique benefits of attending.
  • Strategic Media Planning: allocating budget across Meta and LinkedIn, with an emphasis on LinkedIn to reach school and healthcare professionals where they engage most.
  • Branded Cohesion: applied the custom conference branding consistently across all posts, reinforcing legitimacy and visibility.
  • Full Campaign Management: wrote copy, designed visuals, managed ad execution, monitored results, and refined strategy in real time.
Youth Canvas Logo and Website Display on Laptop

THE RESULTS

The campaign successfully expanded WIAAP’s reach and positioned the conference as a must-attend event:

  • Met registration goals, ensuring the success of the inaugural conference.
  • Reached new professional audiences beyond WIAAP’s membership.
  • Established a repeatable playbook for future outreach, blending branded visuals with hyper-targeted messaging.
  • Strengthened WIAAP’s reputation as a leader in pediatric mental and behavioral health education.
Youth Canvas Social Media Post Collage
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