The Birth Day Box
Brookwood Baptist Medical Center had long been Birmingham’s leader in labor and delivery until a high-profile lawsuit and negative press in 2016 damaged the brand’s reputation and began to erode patient trust. Years later, the effects lingered.
To shift perception and reestablish an emotional connection with new moms, we launched the Birth Day Box: a curated gifting experience designed to surprise and delight patients, reinforce our values, and differentiate Brookwood in a competitive market.
The idea was born from firsthand research, including my own undercover experience touring a competing facility while pregnant with my first child and turned into a high-impact brand moment that helped reclaim what Brookwood once owned: community trust.
THE CHALLENGE
In 2016, Brookwood was the subject of a $16 million jury award over allegations of deceptive advertising related to birth injuries. The story made headlines and the effects were lasting. Once the hospital of choice for local expecting families, Brookwood began losing ground to competitors who leaned into softer branding and more personalized experiences.
At the same time, internal feedback from new moms made one thing clear: the medical care was strong, but the experience felt cold. To compete, we didn’t just need better messaging. We needed a moment that made patients feel seen, celebrated, and cared for.
So I did what any marketer (and expecting mom) would do: I scheduled a tour at a competing hospital and went undercover. The contrast was sharp and it gave me the insight I needed to shape something better.
MY ROLE
I led the strategy and launch of the Birth Day Box initiative — an experience-first brand gesture that added joy and intentionality to the postpartum journey.
My work included:
Conducting patient and market research
Curating box contents in collaboration with local vendors
Developing messaging and creative across all touchpoints
Partnering with internal clinical and marketing teams to ensure thoughtful, consistent rollout
THE OUTCOME
The Birth Day Box transformed a standard discharge into a meaningful brand experience, one that resonated with patients, sparked internal momentum and inspired broader adoption across the system:
It became a standout part of the Brookwood Bpatist birth experience, often shared by new moms on social media
Patients described the gesture as “unexpected,” “thoughtful,” and “the first time I felt celebrated by a hospital”
Helped reposition Brookwood as more than a clinical provider, but as a care team that values connection, joy, and human moments
The program’s success led to its expansion at sister hospital Shelby Baptist, reinforcing system-wide brand consistency and care-centered storytelling
Media Spotlight: A New Mom Shares Her Brookwood Experience
“It was such a thoughtful touch! I was blown away by how personal it felt.”