April 2-3, 2019

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The No. 2 Ranked Pediatric Hospital Leverages a Community to Learn from its Patients

Room 5 | 10:45-11:15 | Wednesday, April 3, 2019

Thankfully, most of us can’t imagine what it is like for patients and families coming to Cincinnati Children’s Hospital Medical Center. Trying to understand their experience, extracting insights and making plans to create a better experience is what Cincinnati Children’s is doing, using an online community.

Through case studies, we share execution through results of how families allow us a peek into their lives, their concerns and their needs

Case study #1 – Building the New Tower

Cincinnati Children’s is building a new tower that will house intensive care units and the emergency department. We engaged the community to understand what it is like when you and your child are inpatient in ICU. We learned what the needs really are from those that have been there and their tips and tricks for making a tough time more manageable. We turned this feedback into insights that the design/architecture team used for the new tower plans.

Case study #2 – Teaching the Doctors

Physicians at Cincinnati Children’s are the key to the successful outcomes of the patients’ and families’ lives with their cutting-edge treatments but they also want to make the patients and families as comfortable as possible. Through a combination of the online community and other research, Cincinnati Children’s created a training tool for engaging patients and families, designed specifically for physicians. Let us show what we did and what the results have been.

Understanding the deeper emotional perspective from families has been key to this research and an online research community was the right approach.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Customer experience
  • Storytelling/data interpretation
  • MROC/custom panel build
  • Industry trends – future of marketing research
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • Ethnographic/observational research
  • New techniques – qualitative and quantitative


  1. Customer experience research is challenging when the deeper need states are so personal. Case studies highlight ways of addressing the challenges through a community.
  2. Research shows a new perspective on a topic, flipping the focus from facility wants to patient needs.
  3. How a top-ranked pediatric hospital works with a partner to extract highly emotional considerations from research.


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