Scaling clinical landing pages with AI without sacrificing quality or trust
Cincinnati Children’s partnered with WG Content to modernize clinical landing pages using a custom GPT grounded in brand voice, SME insight and human review.
HQ: Ohio
Industry: Health System
Founded in 1883
18K+ team members
WG Content and our custom GPT helped us create real proof pages that show what makes us stand out, what patients say and what truly matters to families.
Emily Weathers
Senior Digital Strategist
Opportunity
Cincinnati Children’s needed a faster, more consistent way to update hundreds of clinical landing pages, while preserving accuracy, brand voice and trust with families.
Solution
Building on a long‑standing partnership, WG Content created a custom GPT for clinical landing pages that is purpose-built, brand-governed, SME-informed and strategist-led.
Results
The Cincinnati Children’s team reduced timelines, increased confidence and prepared to scale a repeatable AI-governed process across more than 200 clinical service lines.
Opportunity
A high-stakes transformation with no room for shortcuts
As part of a larger digital transformation at Cincinnati Children’s, the digital team was working to modernize key areas of its website. That work included a comprehensive review of more than 200 clinical landing pages to shape the next phase of the experience.
“This project was part of a bigger effort that had visibility all the way up to the CEO. Having leadership buy-in helped a lot,” says Emily Weathers, senior digital strategist at Cincinnati Children’s.
For the first time, the team set out to update all clinical landing pages together — more than 200 institutes, divisions and programs, each with different SMEs, timelines and expectations.
Up until this point, clinical landing pages were created in different ways across service lines. Some were written from scratch, others adapted over time. There was no single prescriptive structure, and pulling clear, consistent differentiators from SMEs was often the hardest part.
Through its long‑standing partnership with Cincinnati Children’s, WG Content recognized a unique opportunity: apply emerging AI capabilities in a way that supported — not replaced — strategy, governance and human judgment.
The team needed a solution that could:
- Scale across hundreds of pages
- Surface meaningful differentiators from SMEs
- Support patient family audiences with clarity and reassurance
- Prepare pages for AI-driven search and summaries
- Allow strategists to apply judgment and nuance
Solution
A custom GPT built for brand accuracy and human refinement
Cincinnati Children’s partnered with WG Content to rethink the entire process. Together, the teams designed a custom GPT that could save the strategists time by synthesizing large amounts of source material, including SME input, to create a high-quality initial draft.
The custom GPT:
- Pulled from SME survey responses
- Applied Cincinnati Children’s brand voice, style guide and messaging framework
- Referenced market research
- Reorganized content into an AI-optimized page structure
- Generated a complete first draft ready for human review
“I was blown away by how strong the foundation was. It felt like a human wrote it,” says Emily. “It took into account ideal reading level, brand voice and even small details from the survey responses.”
The team started cautiously. First, a benchmark phase using traditional methods. Then a pilot of ten pages. Then batches of five pages and more as strategists became more comfortable with the flow.
This test-and-learn approach made space to refine both the GPT and the process itself.
“Because this was a new way of working, I wanted strategists to use the custom GPT process but engage normally with their stakeholders,” says Emily. “That helped us get honest feedback and learn what really worked.”
WG Content supported:
- Custom GPT design and iteration
- SME survey development and optimization
- A personalized AI optimization workshop for the team
- Training for strategists on how to edit and refine drafts inside GPT
- Guidance on governance, ownership and long-term maintenance
- Direction on AI-optimized page structures
“The tweaks were about prioritization, refinement and final stakeholder input,” says Emily. “You still need a human eye, but the heavy lift was done.”
I’ve worked here for 15 years, and this is the coolest project I’ve worked on.”
Emily Weathers
Senior Digital strategist
Cincinnati children’s
Results
Faster timelines, stronger pages and a foundation for scale
The results went beyond efficiency.
What once took an estimated six weeks per page was projected to drop closer to four weeks, even with SME involvement. More importantly, the team gained confidence in both quality and consistency.
“It made me think this AI thing is for real,” says Emily. “The first drafts were almost scary how good they were.”
As pilot pages went live, internal enthusiasm grew quickly.
This project showed what AI can do when grounded in strategy, governance and trust.
By combining SME insight, brand standards and human review, Cincinnati Children’s created clinical landing pages that are:
- Easier for families to understand
- More consistent across service lines
- Faster to produce and maintain
- Better prepared for AI-driven search
The structured approach helped them write for both humans and machines using clearer subheads, bulleted lists, data points, summaries, emotional components, testimonials and key message callouts.
“The key message box really helped us learn how to write for both human readers and AI without losing the emotional side,” says Emily.
Cincinnati Children’s is preparing to roll out the approach across more than 200 service lines, with clear ownership governance and ongoing partnership support.
“I’ve worked here for 15 years, and this is the coolest project I’ve worked on,” says Emily. “WG Content and our custom GPT helped us create real proof pages that show what makes us stand out, what patients say and what truly matters to families.”
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