Referring Physician Content Program

Design / Development / Branding

The Children’s Hospital of Wisconsin, a top five ranked hospital in cardiac care by U.S. News & World Report, provides cutting-edge pediatric care to kids and their families in Milwaukee and throughout the Midwest — everything from routine care for ear aches and broken bones to life saving heart transplants and tertiary care treatment options.

As a premier medical institution, Children’s receives many patients through referrals from pediatricians and other providers in their region and beyond. Pediatric Rounds, a bi-annual publication, delivers updates on innovations, medical breakthroughs and research to physicians in the Children’s and referring providers markets. In 2017, Children’s sought to revamp the publication, utilizing its name recognition and reach to make it a thought leadership piece and referral driver, that is more reflective of Children’s brand and standout expertise.

Children’s tasked GLC with redesigning the publication and revamping the content to speak to a provider audience that is interested in the latest medical advances and offerings. The redesigned publication launched in January 2017 and it delivers richer medical infographics, patient success stories and updates on Children’s growing network of programs and services.

Highlights of the new design include:

  • Professional, accessible with a sophisticated style
  • Rich, engaging medical infographics
  • Research studies
  • Custom photography featuring patients and staff

In addition, the Fetal Concerns Center at Children’s specializes in working with women who have high-risk pregnancies. It is the only program of its type in Wisconsin and one of the few in the nation that can perform complex fetal interventions, including prenatal surgery, to improve outcomes following delivery.

To spread word among maternal-fetal medicine specialists about the Center’s innovative treatments and exemplary outcomes, CHW tasked GLC with writing a series of well-research articles about challenging prenatal conditions, bringing in Children’s physicians to detail treatments and outcomes at the Fetal Concerns Center. Children’s places these articles as sponsored content in a newsletter distributed to maternal-fetal medicine specialists around the nation.

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