Amplifying the Ottawa Hospital’s Approach to Research
The Challenge
The Ottawa Hospital is one of Canada’s largest learning and research hospitals, specializing in complex, acute care. Research at the Ottawa Hospital translates to innovative, continuously improved patient care both at home and around the world.
The organization’s communications challenge was to create a cohesive campaign platform that inspired both internal and external stakeholders, and bring a greater understanding of the nature of and real life outcomes of translational research.
The Solution
Alphabet® worked closely with the executive-level team – including CEOs from the hospital, the foundation, and the OHRI – to create options for campaign themes that could be used in all communications touchpoints for years to come. The foundation of the campaign was the knowledge gleaned from a comprehensive brand audit conducted with the organization’s various stakeholder groups. In-depth interviews uncovered some common misconceptions and a collective understanding of what the Ottawa Hospital meant and should mean to internal and external audiences.
The Results
Tender Loving Research – TLR, has been in market for just over 1 year and has seen great success in helping the Foundation to uncover donor prospects, in educating staff in the role of research at the hospital and also in giving voice and recognition to the large research community within the organization.
