SOCIETY

BUSINESS: 338 PRACTICES


TOPIC: Initiatives on the effects of the COVID-19 pandemic

Initiative

IASO: Home Fit Home Program with Online Pilates for expectant & new mothers

IASO: Home Fit Home Program with Online Pilates for expectant & new mothers
SUBMITTED FROM:

ΙΑΣΩ Α.Ε.



Objective Action

Driven by its commitment for continuous care, from conception to delivery, for the first time in Greece, IASO created the Home Fit Home Program with Online Pilates for expectant & new mothers. Understanding just how important the current reality is for mothers going through pregnancy or the postpartum period, it created and offered online Pilates classes with Mandy Persaki free of charge. Through special Pilates exercises which improve posture in pregnant women and muscle toning in women who have just given birth, Mandy guides mothers through every step, and helps them improve their breathing, relax and have a pleasant workout, right at home!

 

Target Audience

For expectant and new mothers 

 

Duration

The online classes started in December 2020 and are continuing to this day (April 2021), every Monday and Wednesday.


Description

Celebrating 25 years of dedication, caring and quality services, and encompassing the health of women in its DNA, IASO has managed to maintain its leading position, not just as the No. 1 Maternity Hospital with the most deliveries in Greece, but also as the largest Maternity and Gynecology Hospital in Europe, with millions of women having placed their trust in its top-of-the-range healthcare services.

Its national and European firsts, its recognition as a No1 Maternity Hospital, its multiple awards, its innovation, its quality services and its continuous development are testament to the credibility and strong momentum of IASO.

Starting in December 2020, as soon as the 2nd COVID-19 wave began and following the lockdown just before the Christmas holidays, IASO, as the largest Maternity Hospital in Greece, stood by expectant and new mothers in these unprecedented pandemic times.

During these tough pandemic conditions, IASO wanted to support a large and more vulnerable part of the population: expectant and new mothers. Given that these women had to stay home for their own safety, IASO tried to find a way to actively prove it cares, even from a distance, and support every woman during this valuable stage of their lives.

Celebrating 25 years of dedication, caring and quality services, and encompassing the health of women in its DNA, IASO has managed to maintain its leading position, not just as the No. 1 Maternity Hospital with the most deliveries in Greece, but also as the largest Maternity and Gynecology Hospital in Europe, with millions of women having placed their trust in its top-of-the-range healthcare services.

Its national and European firsts, its recognition as a Top Hospital, its multiple awards, its innovation, its quality services and its continuous development are testament to the credibility and strong momentum of IASO.

Starting in December 2020, as soon as the 2nd COVID-19 wave began and following the lockdown just before the Christmas holidays, IASO, as the largest Maternity Hospital in Greece, stood by expectant and new mothers in these unprecedented pandemic times.

During these tough pandemic conditions, IASO wanted to support a large and more vulnerable part of the population: expectant and new mothers. Given that these women had to stay home for their own safety, IASO tried to find a way to actively prove it cares, even from a distance, and support every woman during this valuable stage of their lives.

Knowing that pregnancy is by nature a beautiful, yet stressful time for women, all the more so during the COVID era, we thought that the most important thing for them was their mental and physical wellbeing. Following the trend of YouTube fitness videos, and seeing that the closed gyms were taking their classes online, we had something to start from: online training content. With Pilates being at the top of women’s preferences as a physical activity, and given that it is a safe form of exercise that can take place at home, we brought to life an online action for expectant and new mothers: Home Fit Home.

It is a series of live online Pilates sessions that reached every viewer, across the country, without them needing any sports equipment. We gave young women the chance to get physical free of charge, from the comfort of their homes, by tuning in on YouTube. Twice a week, the leading lady of this action, famous Pilates instructor and mother Mandy Persaki, gave live Pilates classes to every woman who wished to rid herself of the anxiety of the lockdown and maintain her physical fitness.

By making the most of our female fan base on the Group’s social media, we invited expectant and new mothers to easily sign up online for Pilates sessions. By filling in the online form on the IASO website, they received a unique link in their inbox for the instructor’s YouTube channel and could participate in the program live.

The hope for high numbers and positive results soon came true, and specifically, after the launch of our first post, which produced the following metrics (for both platforms)
• Total Engagement – more than 30k
• Total Reach – more than 100k

In addition, the action has produced the following numbers on social media:

Total Reach: more than 250Κ
Total Impressions: more than 250Κ

In essence, these numbers turned into hundreds of registrations. The encouraging comments throughout the duration of the sessions created a sense of a small yet strong community of women going through similar phases in their lives. Furthermore, the direct feedback the personal trainer received after each session was an even stronger incentive, driving her to continue with even more live sessions. Public interest is strong, based on the comments we receive in the Group’s inbox, which are directly linked to this pleasant new habit women have picked up during pregnancy and for a short while after.

 


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Impact on Society

Through Home Fit Home, IASO offered 34 hours of safe exercise, well-being and joy, and will continue to support this most valuable time in the life of each woman.

Views / Participations (YouTube)

  • Total views per session = 300 views
  • Total views for the total sessions = 300*34 = 10,200 views

*the 10,200 views do not correspond to unique users, meaning that they may include mothers who attend every session

Comments (YouTube)

  • Average number of comments per session = 50
  • Total 50*34 = 1,700 positive comments

The first launch post produced the following metrics (for both platforms)

  • Total Engagement – more than 30k
  • Total Reach – more than 100k

Social media

Total Reach overall: more than 250Κ

Total Impressions overall: more than 250Κ

  • Total posts = 20 (Facebook & Instagram)
  • Total Stories (re-stories included) = 396 (Facebook & Instagram)
  • Total Reach of Stories = 68k
  • Total Impressions of Stories = 67.5k

2 IGTV Lives = 4,563 views

Newsletter: 1,032 subscribers

The IASO Home Fit Home Program with online Pilates classes for expectant and new mothers received two Indie Awards in the Best in Digital category. It received a Silver Award for Social Media and a Bronze Award for Branded Content.



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