Overview:
Cincinnati Children’s Hospital Medical is one of the top 3 leading pediatric institutions in the country.
Cincinnati Children’s is one of the fastest growing Children’s hospitals in the country. Much of this growth is due to their aggressive approach to quality improvement and research initiatives. However, with this growth they needed help to build their reputation as a thought leader in pediatric medicine.
To understand their reputational drivers, we conducted depth interviews with key stakeholders within the organization. We developed key messages and ad-like-objects to get their feedback and uncover insights about the brand. We then utilized quantitative research studies to determine the most effective value drivers in helping to build their reputation among pediatric sub-specialists.
Based upon our initial research study we learned some key insights:
1. The process and approach to changing outcomes is a cultural pillar in the institution and this is a differentiator.
2. Volumes, research and outcomes must be comparative to be understood in context.
We tested creative concepts to the same quantitative sample and arrived upon the strongest concept for helping to define and build the reputation of Cincinnati Children’s, the “Why” Campaign. This creative drew a parallel between Cincinnati Children’s approach for quality improvement to the questioning nature of a child. The campaign had strength to extend to multiple audiences to help physicians, parents and donors understand “Why” Cincinnati Children’s is one of the best hospitals in the country.
Cincinnati Children’s physicians publish and speak at every major conference. Physician marketing was made to complement the conference speaking engagements and also ran in thought-leadership publications. We targeted in-flight magazines on the conference routes and sponsored WiFi for the week of the largest conference of the year and created an exhibit experience to further engage with the brand.
The “Why” campaign extended to consumer location launches and utilized blogger and social engagement, traditional media and direct mail.
The “Why” Campaign extended to a brand and philanthropic campaign at the end of 2013. We profiled real patient families and through research and discovery we learned why they chose Cincinnati Children’s. We developed a series of television commercials, behind-the-scene videos and blog integration to help launch the consumer campaign.
Cincinnati Children’s is reaching more kids and their parents than ever before. They are continuing to grow in their reputation scores across multiple specialities and have experienced successful location launches.
Role: Researcher, Strategist and Creative Director
Agency: DBA Worldwide
Research Partner: Traverse Bay Research Group