Boston Children's Hospital
Consistently ranked as the top pediatric hospital in the U.S. by U.S. News & World Report
World‑renowned Boston Children’s Hospital consistently ranked as the #1 pediatric hospital in the nation, with exceptional patient satisfaction scores and a stellar national reputation. Yet local data revealed a troubling gap. Research showed that Hispanic, African American, and other minority communities viewed the hospital with less familiarity and trust compared to white residents. Employees of color also reported feeling less represented and connected within the organization.
These challenges were compounded by tensions at a community health center owned and operated by Children’s. Employees at the health center—many of whom were from underrepresented backgrounds—felt disconnected from the hospital and overlooked in internal communications. This disconnect came to a head when a group of former staff from the health center, well‑known in their communities, launched a grassroots campaign that cast the hospital in a negative light and gained traction in local media.
For an institution based in one of the most diverse cities in the country, the reputational risks were significant. Children’s needed to not only defend its position as the nation’s top pediatric hospital but also rebuild trust, visibility, and inclusivity among Boston’s diverse communities and its own workforce.
As a former reporter, Jaime Crespo drew on his media expertise to strengthen trust and visibility among Boston’s diverse communities. He built relationships with Latino, African American, Asian American, and Haitian outlets and launched multicultural campaigns during Hispanic Heritage Month and Black History Month that celebrated employees of color across all levels of the hospital.
Recognizing that some challenges stemmed from employees at a community health center owned by Children’s, Jaime also served as communications liaison between the hospital and the center. He ensured its staff and initiatives were featured in internal publications, helping employees feel valued and connected to the Children’s family.
To extend reach externally, Jaime oversaw creation of the hospital’s first Spanish-language website and launched a Univision public health campaign, sharing critical tips on asthma, obesity, injury prevention, and mental health directly with Hispanic families.
He also coordinated high-visibility events with the Boston Red Sox, recognizing Boston Public School students, and showcasing Children’s commitment to local families.
Through these integrated efforts, Boston Children’s was repositioned not only as the nation’s leading pediatric hospital but also as a trusted community partner addressing health disparities and engaging authentically with Boston’s diverse populations.
Jaime helped secure more than 250 local, national, and international media placements, generating over 40 million potential impressions. Under his direction, the hospital created a multicultural communications practice in response to a Boston Public Health Commission study citing lack of access to health information as a driver of disparities.
The hospital’s deeper commitment to the Latino community also led to the creation of Milagros para Niños, a fundraising initiative Jaime co‑founded that has raised more than $5 million to support care for underserved children.
The impact was measurable. A 2011 Anderson Opinion Research survey confirmed that the vision of positioning Children’s as a beloved local institution was realized:
-
Being a good neighbor: +20%
-
Being a good civic leader: +18%
-
Being a good employer: +12%
-
Welcoming to diverse families: +20%
From 2006 to 2012, Boston Children’s achieved more local brand visibility than any other competitor in Greater Boston.
Collage
Crisis Communications
Latinos making a difference
The Latinos Making A Difference campaign was part of a crisis communications strategy led by Jaime Crespo to counter a negative grassroots campaign in the Latino community. Launched during Hispanic Heritage Month, just days into his new position at Children's, this award-winning campaign celebrated exemplary Latinx staff from all levels of the hospital.
Culminating with a full-color center spread in Boston's largest Latino newspaper, the campaign shined the light on rockstar Latinx staff. They each have a unique journey, but as the campaign shows, they all shared a love for the world-renowned pediatric hospital, and their culture.
Click on an image below to view gallery.
 |  |  |
|---|---|---|
 |  |  |