Research Visibility & Fellowship Recruitment Campaign
Major University Health SystemPublic Relations · Video Production · Brand Development
- The challenge
- “Wanted to elevate infectious disease research breakthroughs and attract a more prestigious class of fellows”
Headline results
- 62%Fellowship App Increase
- 3Premium Videos Produced
Overview
A major university health system had built a nationally recognized infectious disease program, but its research breakthroughs were not translating into public visibility or recruitment traction. The institution's fellowship program—critical to the long-term pipeline of clinical researchers—was competing against better-known programs at peer institutions with larger communications budgets.
The situation
The health system's infectious disease division was producing groundbreaking work in antimicrobial resistance and pandemic preparedness, but coverage was limited to peer-reviewed journals and niche academic conferences. Prospective fellows—many of whom make program decisions based on perceived institutional prestige—were gravitating toward programs with stronger public profiles. The dean and division chief wanted a strategy that would raise national awareness of the research and position the fellowship as a destination program.
Our approach
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Step 1
Narrative Audit & Positioning
We conducted interviews with division leadership, current fellows, and referring physicians to identify the three most compelling research narratives. We then mapped those narratives against what prospective fellows cited as decision factors in program selection surveys.
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Step 2
Premium Video Production
We produced three cinematic short documentaries—each under four minutes—profiling a specific researcher and their breakthrough. These were designed for social distribution, conference presentations, and the fellowship application landing page.
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Step 3
Targeted Media & Academic Outreach
We developed a media strategy focused on health and science editors at national outlets and academic trade publications. We also created a faculty op-ed program to place thought leadership pieces timed to relevant public health developments.
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Step 4
Fellowship Recruitment Collateral
We redesigned the fellowship recruitment materials, integrating the new video assets and media coverage into a digital-first package distributed through residency program directors and academic medicine networks.
Execution
- Delivered narrative positioning framework within three weeks of engagement start
- Completed all three documentary-style videos within a 60-day production window
- Secured placements in STAT News, Academic Medicine Today, and two regional newspaper health sections
- Launched redesigned fellowship recruitment page with embedded video content ahead of the application cycle
- Coordinated faculty op-ed placements in conjunction with WHO antimicrobial resistance awareness week
Results
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62%
increase in fellowship applications
Year-over-year growth in completed applications for the next fellowship cycle, with notable increases from top-20 medical school graduates.
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3
premium videos produced
Documentary-style profiles used across recruitment, conferences, and donor communications—extending value well beyond the original scope.
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National media coverage
Placements in health-focused national outlets that the institution had not previously accessed, creating a referenceable media portfolio for future outreach.
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Internal alignment
The project created a shared language between the division, the dean's office, and development that continues to inform institutional messaging.
What we learned
This engagement reinforced a principle we see consistently: institutions with strong substance often underinvest in the communications infrastructure that turns research excellence into recruitment advantage. The videos became the centerpiece, but the real unlock was connecting the institution's research narrative to what prospective fellows actually care about—mentorship quality, career trajectory, and the chance to work on problems that matter.
Facing a similar situation?
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