The increased demand of clinical data for the conduct of clinical and translational research incentivized repurposing of the University of Arkansas for Medical Sciences' enterprise data warehouse (EDW) to meet researchers' data needs. The EDW was renamed the Arkansas Clinical Data Repository (AR-CDR), underwent content enhancements, and deployed a self-service cohort estimation tool in late of 2016. In an effort to increase adoption of the AR-CDR, a team of physician informaticist and information technology professionals conducted various informational sessions across the UAMS campus to increase awareness of the AR-CDR and the informatics capabilities. The restructuring of the data warehouse resulted in four-fold utilization increase of the AR-CDR data services in 2017. To assess acceptance rates of the AR-CDR and quantify outcomes of services provided, Everett Rogers' diffusion of innovation (DOI) framework was applied, and a survey was distributed. Results show the factors that had impact on increased adoption were: presence of physician informaticist to mediate interactions between researchers and analysts, data quality, communication with and engagement of researchers, and the AR-CDR's team responsiveness and customer service mindset.