The digital transformation would require writing or editing content for thousands of physician bios and hundreds of webpages, all with a unified voice and style. The new website content also needed to meet the expectations of today’s mobile-first user experience.
Cincinnati Children’s knew it wouldn’t have the internal resources to tackle a project of this scope.
“Looking at the way we were staffed, we didn’t have the capacity to do all of this work,” says Missy Kataoka, director of digital strategy at Cincinnati Children’s. “The only way to bring this project to fruition was to go to an external writing partner.”
Additionally, Cincinnati Children’s was also looking for support with a variety of service line marketing assets. These projects included both patient- and physician-facing channels, which meant Cincinnati Children’s needed a writing partner with experience creating content for varied audiences.
“For our physician-facing content, we need writers who can talk with some of the top pediatric specialists and researchers and write about complex clinical and scientific information in a way that is interesting and engaging,” says Amy Okin, consultant, Cincinnati Children’s Marketing & Communications.
“With consumer content, writers need to be able to describe our multi-faceted programs in a way that is clear and easy to understand. They also need to showcase how our programs are unique,” Okin adds. “It’s an opportunity for us to connect families with care that may be life-changing or life-saving.”