Highlighting leadership in hot-button healthcare topics
Nemours, a premier nonprofit pediatric system that cares for more than 350,000 children annually, tapped our team to build its reputation for leadership and innovative, high-quality care at the national level. The Florida-based system, founded by Alfred I. duPont more than 75 years ago, wanted to highlight its leadership role in population health, value-based care, and healthcare technology among national, business, and trade outlets. We identified key messages and developed an outreach plan consisting of fostering relationships with key reporters, proactively pitching stories showcasing high-quality, innovative care for children, securing thought-leader speaking platforms, and placing op-eds for members of the C-suite.
For strategic planning purposes, we helped establish roles and responsibilities within Nemours’ larger marketing and communications teams to ensure preparedness in responding to potentially newsworthy or controversial issues, and at each of its two major hospitals. We facilitated day-long meetings with the communication staff in each location to cultivate ownership, help secure buy-in for the response process, and better understand organizational capabilities. This approach yielded response models outlining specific processes and protocols, established roles and responsibilities for each member of the staff, assembled templates and materials to allow more consistency among locations, and enabled consensus on next steps to allow staff to continuously evolve the process.