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Objective
The American Academy of Pediatrics is the gold standard for child health content and is the leading pediatric publisher in the world with over 8 million copies in print. The AAP hired Balanced Growth Consulting to manage the strategy and execution of its new online business venture, healthychildren.org, to reach millions of families.
Results
Conducted a Digital Opportunity Assessment to determine the potential for the initiative and identify the key strategies and actions to bring the venture to life.
Developed a multi-year Business Strategy including defining the business model, marketing strategy, revenue sources, staffing model, business requirements, and implementation plan. The Business Plan was approved by the Board in January 2009.
Balanced Growth Consulting managed all aspects of the new business venture including putting an internal and external team in place; implementing the revenue strategy; selecting the technology vendor; working with the vendor and team to design, develop, and test the site; and developing the branding, marketing and launch strategies.
Successfully launched HealthyChildren.org in less than one year to a US and international audience in December 2009. In less than two years, the site has attracted over 5 million visits and 20 million impressions. It has earned numerous awards and distinctions including a 2011 Webby Award nomination, 2011 and 2010 Chicago Innovation Award finalist, a 2010 Gold Award by the Society of National Association Publications, and the 2010 Innovation of the Year by Miami Children's Hospital. Finally, HealthyChildren.org is recommended as the best pediatric health site in the world by O, The Oprah Maganzine and on Oprah.com.
In addition to being the premier destination for child health information on the Web; the site generated a profit in its first full fiscal year. It has attracted marquee sponsors such as Coca-Cola, Pfizer, Novartis, McNeil and Unilever.
Balanced Growth has also developed the HealthyChildren.org 2.0 Strategy that will propel significant growth and enable new innovations such as mobile applications. The Symptom Checker iPhone and iPad application was launched in June 2010 and is available on the Apple iPhone App Store. The Android version was launch in May 2011.