Challenge
Shortly after a change in ownership, new leadership of a well-regarded, high-volume, orthopedic surgery center became aware that a small number of patients had experienced post-surgical infections. In accordance with local and state regulations, the center was required to report the issue to the appropriate health care authorities, notify affected patients and undergo several months of rigorous inspections.
Given the public reporting requirements and the number of patients informed, the center sought strategic support to prepare for and manage inquiries from current and former patients, the broader community, and local and health care trade media.
Most importantly, the center’s leadership aimed to communicate accurate, factual information to prevent unnecessary alarm, clarify the limited scope of the issue and demonstrate the decisive actions taken to resolve it.
Solution
From the outset, the surgery center relied on Lovell Communications to guide its response and protect its reputation. Our team supported leadership and staff by preparing them for public engagement, developing clear and consistent messaging, and proactively managing media scrutiny to prevent misinformation or sensational coverage.
Specifically, Lovell:
- Created a flexible communications playbook to help leadership respond confidently to evolving scenarios throughout the lifecycle of the issue—eliminating the need to pause and strategize at every turn.
- Developed a comprehensive suite of materials tailored to the center’s key stakeholders with a focus on patients and employees.
- Led media education efforts, working closely with local reporters to ensure accurate coverage and share essential health care and regulatory information, including statements from center leadership. These efforts resulted in one balanced local news report and one article in a niche health care trade publication, helping to contain the narrative and reinforce public confidence in the center’s response.
- Monitored traditional and social media channels to detect early signs of information leaks and swiftly address rumors or inaccuracies.
Faced with the prospect of intense scrutiny, the surgery center leveraged transparent communication to ensure resilience and position itself for continued, sustainable growth.