Challenge

 Cincinnati Children’s Hospital had a strong reputation for clinical care, yet its research excellence wasn’t breaking through. For a hospital that ranked among the nation’s top pediatric research institutions, this disconnect was limiting national referrals, especially from subspecialists who influence complex patient transfers. 

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The Insight
Research uncovered that building awareness of CCHMC’s research strength was the best way to boost the organization’s reputation. An in-depth brand perception study made it clear: Research wasn’t showing up in our story. The data showed that when subspecialists recognized a hospital’s research strength, they were far more likely to consider it an excellent hospital for their complex patient cases.  

 

A communications review showed that the hospital's research was rarely featured in content or news.  We had a major opportunity. 

 

What We Did
I led the strategic repositioning of research as a core part of Cincinnati Children’s brand narrative.

• Revamped the research magazine, shifting it from a general-interest for general pediatricians to one designed specifically for pediatric subspecialists. We hired a science editor and added digital distribution. 

• Launched a case study program featuring in-progress research and clinical challenges, building engagement before publication and signaling innovation and the collaborative approach of the medical staff. Used segmented email marketing to deliver these subspecialist audiences.

• Created an online Research Annual Report, transforming a previously internal document into a public-facing milestone-driven resource. 

• Refocused media and marketing messages around translational research and real-world breakthroughs, ensuring research appeared in earned media, family-facing content, and internal communications.

 

Results

• 68% increase in national referrals over five years.

• Significant lift in USNews & World Report reputation scores across key specialties.

• Five specialties rose in rankings for the first time in years.

• As USNews rankings improved for specialties, so did referrals. 

• Follow-up surveys showed targeted subspecialists found the content “very useful” in clinical decision-making. 

 

​The Takeaway
This wasn’t just about promoting research, it was about aligning what we were known for with who we really were.

 

By elevating research as a brand pillar and backing it with meaningful content, we earned credibility, improved rankings, and brought in the right referrals.

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