Executive Summary

The Fetal Care Center of Cincinnati (FCC) is a nationally recognized leader in fetal surgery. However, as the competitive landscape expands, reputation alone is no longer sufficient to drive out-of-area referrals.

Geographic proximity plays a significant role in patient decisions, making it critical to provide compelling reasons for families to travel beyond their local fetal care centers.

With an increasing number of parents using online searches to seek specialized fetal care, FCC has an opportunity to attract more patients nationally by emphasizing its expertise, outcomes, and unique value proposition.

Competitive Assessment Key Findings

Referral strength: The Midwest and South are key referral regions.
Reputation dependency: FCC’s national reputation is closely linked to its chief fetal surgeon, creating potential vulnerability.
Differentiation: Most fetal centers describe themselves similarly, with limited emphasis on outcomes, making it difficult for physicians and parents to assess the differences.
Academic affiliation & relationships: While academic ties influence referrals, ongoing relationships with physicians remain essential.

Goals & Objectives
Increase Referrals 10%

Grow national referrals for complex cases.
Expand local/regional referrals for both routine and complex cases.
Boost self-referrals from parents seeking specialized fetal care.

Sustain & Enhance National Reputation

Solidify FCC’s position as a top-tier fetal care center.
Achieve a Top 3 ranking among referring physicians nationally.

Key competitors

Major centers: Texas Children’s Hospital, Children’s Hospital of Philadelphia (CHOP), UCSF (declining in competitiveness).
Emerging programs: Growing competition from centers building reputation rather than depth of services.

Target Audiences / Influencers

Primary:

Geographic: National; Regional (Midwest and South)
Referring physicians: Maternal-Fetal Medicine Specialists in the target regions

Secondary:

Parents (national and regional) who search online for care for their unborn child's rare condition.

Positioning

The Fetal Care Center is a national leader in fetal surgery, research, and education, supported by exceptional outcomes for fetal surgery to treat conditions such as TTTS, CDH, CPAM, BOO and MMC.

Key Strategies

Content leadership: Maintain strong SEO rankings and produce high-quality content to educate physicians and parents about rare fetal conditions and procedures.
Differentiate through data: Highlight quantifiable outcomes and proof points to distinguish FCC from competitors.
Trust building: Showcase condition-specific outcomes and emphasize a team-based approach by promoting all fetal surgeons, MFMs, and specialty surgeons involved in interventions.
Referral network growth: Strengthen relationships with MFM specialists in the Midwest and South while developing strategic partnerships with regional MFM groups.

Executive Summary

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