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 framework • 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.
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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
