University of Cincinnati Cancer Center
Designing a Scalable, Audience-Centered Content Ecosystem for a Leading Academic Medical Center
Research Storytelling • Content Strategy • Social Channel Launch • Messaging Frameworks • Audience Segmentation • Newsletters • SEO + Analytics
THE OPPORTUNITY
The Cancer Center needed a modern, cohesive content ecosystem that could speak effectively to two very different groups: cancer researchers and the broader community. With no existing social presence and a limited digital strategy, this created an opportunity to build a unified voice, introduce new channels, and develop audience-centered messaging from the ground up.
THE SOLUTION
I built a multi-channel content strategy rooted in segmentation, value messaging, and data. This included launching and growing LinkedIn and X channels, redesigning the email subscription system to increase subscribers by 280%, defining audience-specific messaging frameworks, and improving website clarity through SEO and analytics insights. By creating scalable structures and research-driven storytelling, I strengthened how the center communicates innovation, discovery, and community value.
The University of Cincinnati Cancer Center is a unified partnership between the University of Cincinnati, UC Health, and Cincinnati Children’s, bringing together cancer research, clinical care, and education under one mission.
This dual research and clinical structure means the Cancer Center serves two distinct audiences: the scientific community that drives discovery and the broader community seeking information, resources, and support. To meet these needs, I created a segmented content system that included dedicated research and community newsletters and digital communications tailored to each group.
With no existing social presence, I launched and grew the Cancer Center’s LinkedIn channel from 0 to 1,200+ followers. I developed a content strategy rooted in thought leadership and research storytelling, creating a mix of blogs, announcements, visuals, and impact-driven posts to position the Center as a leader in cancer research and innovation.
The Annual Report is the Cancer Center’s flagship storytelling piece, capturing research breakthroughs, clinical progress, and community impact. I oversaw story sourcing, structure, photography, and creative direction while working closely with our agency to produce a cohesive, brand-aligned publication that reflects our academic mission.
2025 Report coming soon!
I increased email subscribers by nearly 3x by designing a segmentation strategy for research and community audiences and building a preference-based sign-up form. This system streamlined onboarding, improved targeting, and maintained consistent voice and brand standards across all communications.
280%
Email Subscriber Growth
Research
Community
