Our Outlook

Filter Posts

Clear Filters
« Return to List

Posted on 02.03.2011

Cleveland Regional Medical Center

Media Relations Persuades Community Challenge The financial security of a community hospital in rural Texas was threatened when a group of local physicians announced plans to build a boutique hospital.  The new facility was expected to target 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. Strategy and Tactics Because of the complex nature of this debate, Lovell 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. Results More than a year later, the organizers behind the boutique hospital had not broken ground and were no longer pursuing investors.  All target audiences became keenly aware of the negative impact the project could have, and about the federal moratorium on the development of physician-owned hospitals.  The community hospital greatly strengthened relationships with local civic and business leaders and raised its overall visibility as a community asset. Client Response "Lovell 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

Latest Blog Post

Recruit Health Care Staff with Email Marketing

Looking for a simple, cost-effective way to recruit healthcare staff? Why not use the same email marketing strategies you’re already using to promote your pro...

Read More

News Update

Nashville Post's 'On the Move': 13 September 2018: Lovell Communications hires health care media veteran, promotes two

Nashville-based health care strategic communications firm Lovell Communications has added Philip Betbeze, former senior editor with HealthLeaders Media, as seni...

Read More