Mapping the postpartum journey for one of New York City's top maternity hospitals.

Weill Cornell Medicine engaged North Street to develop a strategy to keep new moms in its healthcare system after the birth of a new baby, including deep research, message strategy, and messaging. North Street performed a comprehensive study that included qualitative interviews with OBs, staff, and new moms, as well as a qualitative survey of recent new moms. This resulted in a messaging framework for both internal and external audiences as well as a content plan for engaging moms from their first OB appointment through to 90 days after birth.