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Media Relations Persuades Community
The financial security of a community hospital in rural Texas is threatened when a group of local physicians announce plans to build a boutique hospital, specializing in high-profit, low-risk procedures while leaving behind low-reimbursement services such as emergency, intensive care and obstetrics, as well as 100 percent of the charity care burden.
Because of the complex nature of this debate, LCI designed a multi-level communication strategy for the hospital. Positioning hospital board members as key message bearers, we developed talking points to inform stakeholders, particularly elected officials community and business leaders, physicians and the public about the national debate surrounding boutique hospitals and their impact. We delivered these messages through one-on-one meetings, community presentations, direct mail, VIP events, letters to the editor, guest commentaries and newspaper advertising. Woven throughout the discussion was information about the community hospital's contributions as a major employer, tax-payer, healthcare resource and corporate neighbor.
More than a year later, the organizers behind the boutique hospital have not broken ground and are no longer pursuing investors. All target audiences are now keenly aware of the negative impact the project could have, and about the current federal moratorium on the development of physician-owned hospitals. The community hospital has greatly strengthened relationships with local civic and business leaders and has raised its overall visibility as well as awareness of its status as a community asset.
"LCI helped our hospital communicate a complex issue, turning a controversial debate into an accessible and important community dialogue. With their help, we reached all of our stakeholders - from soccer moms to state legislators - and communicated the message that a boutique hospital would be bad medicine for our community."
Ron MacLaren
Chief Executive Officer
Cleveland Community Medical Center
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2021 Richard Jones Road Suite 310, Nashville TN 37215
615-297-7766 | lovcom@lovell.com
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"Lovell Communications also provided on-camera media training for our key leadership. The exercise proved very beneficial for our president, who found the training to be extremely valuable in preparing for press interviews. I would strongly recommend Lovell Communications for public relations efforts and media training."
Patti Quinn
Director, Public Affairs and Marketing
St. Mary's Hospital
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