Ottawa Hospital Foundation – Tender Loving 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 improving 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 thematics that would be used in all communications for several years. The foundation of the campaign thematic was the knowledge gleaned from a comprehensive brand audit of the organizations various stakeholder groups. In depth interviews uncovered some common misconceptions and some collective understanding on 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.

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