Case Studies  >  Large Community Hospital

HELPING A LARGE COMMUNITY HOSPITAL GAIN MORE MARKETSHARE, RECOGNITION AND WIDESPREAD PUBLICITY

Effective Use of On-Site Outside Counsel to Support and Enhance a Health Care Facility's Existing Communications Capabilities

Background and Situation Analysis

N&A's client was a 200-plus bed community hospital located in the upscale suburbs of a large city in the Northeastern part of the U.S. The hospital, which enjoyed a solid reputation in its hometown and the surrounding region, lacked a strategic communications plan and consistent communications outreach effort with key constituencies.

Despite being financially sound and having deep roots in the community, this full-service healthcare facility faced many challenges: competition from several hospitals within easy access of its core market; ongoing pressure from large, world class teaching hospitals within relatively easy driving distance; recent changes in senior management; a nursing shortage; and continued volatility with state and federal reimbursements and payment schedules from private insurance plans.

N&A's mission was to build on the hospital's existing successes and "leverage up" the overall presence of the facility among key constituencies.

Planning in Advance

Before launching into tactical public relations efforts, N&A conducted a comprehensive review and analysis of existing communications activities. In-depth conversations were held with hospital senior administrators, trustees, doctors, nurses, human resources personnel, and external communications staff. The agency also reviewed a large volume of existing research on service, quality and community relations.

This process was followed by a written Internal Perception Audit that helped form the basis for future communications strategies and plans.

Within a short period of time, N&A developed a comprehensive Strategic Communications Plan that would serve as a roadmap for ongoing internal and external communications activities. The plan included a situation analysis, communications objectives, positioning strategies, communications strategies, key messages, target audiences, target news media, implementation tactics and recommendations on paid media and marketing communications initiatives.

Implementation Considerations

After careful analysis and discussion, it was determined that this particular client did not have adequate staff to manage and execute the Strategic Communications Plan that had been developed by N&A. To help address this situation, a member of the N&A account team began to work "on-site" at the hospital two days per week.

This effort was supported by a senior associate at N&A who continued to work on strategy and, whenever necessary, assist with implementation. The ability to provide on-site support is one of the capabilities that differentiate N&A among its competitors.

With strategies, goals and objectives in place, N&A's team worked with its client to launch general communications and publicity efforts. A myriad of activities included:

• Crafting of a major, 20-minute speech for the acting president and CEO of the hospital that was delivered to more than 200 hospital corporators

• Major publicity efforts supporting the release of bi-annual Youth Risk Behavior Study funded by the hospital

• Internal communications efforts for the launch of a new bariatric surgery program

• A CEO letter sent to thousands of residents that explained new capabilities within the hospital's cancer unit

• General community publicity for a program celebrating the 25^th anniversary of the facility's Hospice Program

• Proactive communications in conjunction with a new patient safety initiative that used information technology to enhance care in the Emergency Department

• Publicity surrounding the hospital's participation in a clinical trial for a new biotechnology medicine that cut in half the risk of breast cancer recurring after surgery

• Promoting a dedication ceremony for a hometown soldier who was the first in the state to die in Iraq fighting

• Developing press materials and announcement strategies for the appointment of a new hospital president and CEO

• Drafting of a white paper used in conjunction with lobbying efforts to maintain a two-tier regional emergency medical response system in the hospital's core service region

• Publicity surrounding the state's designation of the hospital as a primary stroke care facility

The Results

Within only a few weeks of beginning its assignment, N&A had teamed up with its client to dramatically increase the depth and breadth of news coverage about the hospital, its programs and staff.

Stories ranged from stand-alone feature stories on some of the topics described above to expert commentary placements on a variety of important health care issues. One story pitch also led to placements on two major TV stations in the hospital's core viewing area.

N&A's program helped the client establish an organized, consistent outreach program that further solidified its presence and leadership role in the communities it served.

In the weeks and months that followed, the hospital continued to expand and grow its market share. An aggressive communications program is helping ensure ongoing success and recognition.