Cincinnati Children's Hospital

The (Now) #1 Pediatric Hospital in the U.S.

Challenge:
Develop a digital presence worthy of the #1 pediatric hospital in the country for the #3 pediatric hospital.

Cincinnati Children's was a world-class hospital stuck in a humble Midwestern mindset. To help them grow into their place as a leader in pediatric medicine, we dug deep into day-to-day life at the hospital and helped them plot a course to the #1 spot.

Projects:

Digital Ecosystem

Paid Search

Paid Social

Video

Radio

DCO

Targeted Specialty Campaigns

Internal Communications

Making Expertise Visible

Cincinnati Children's work is made up of dozens of specialties and sub-specialties, like oncology and proton therapy. Together, they form a labyrinth of customer journeys that can easily overwhelm, especially for families struggling with illness.

We set out to untangle the digital ecosystem by rebuilding specialties like cardiology from the ground up, improving relevance, search performance and ease of booking appointments. Most importantly, we laid the foundation for coming campaigns.

Finding 1 in 18,000

Next, we built campaigns for extremely specific audiences. I interviewed patients and experts to identify meaningful moments, relatable experiences and sensitive territories. No detail was too mundane. Clayton was in a fight with his trash can during chemo. Christy's mother felt every surgery alongside her daughter. Austin died for several minutes.

We infused that humor, hope and heartbreak into the campaigns — and it worked.

Adult Congenital Heart Disease Radio

We crafted campaigns for sports medicine, mental health, adult pediatric patients (not a typo), asthma, urology, donor relations, thanking staff for their dedication, and the list goes on.