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Children's Hospital Boston
Overview/ Objective
Children's Hospital in Boston, regarded as the number one pediatric hospital in the nation, has been represented by Denterlein Worldwide for a number of years. While providing overall communications strategy development and implementation for the hospital, Denterlein also created a crisis communications protocol for the hospital.
Strategy
As part of our effort for Children's Hospital, we met with key groups to determine issues most likely to generate news coverage and develop key messages. We also provided media training for physicians and hospital leadership so that the team would know how to respond to media inquiries. Following completion of the project, we gave Children's Hospital staff a crisis manual that walked them through each step of the containment process.
Results
While the hospital has been fortunate to experience few negative media stories, hospital leadership and administration recognized that all health care related issues are becoming increasingly scrutinized — and may be potentially explosive.
Deaconess Waltham
Overview
Deaconess-Waltham Hospital, a longtime community institution in Massachusetts, faced soaring operating costs and declining patient volume. In 2001, the hospital's parent company announced its intention to close its doors. In the midst of a community outcry, Denterlein Worldwide was hired to handle all of the hospital's communications — to its staff, patients, vendors, local and state officials, the health care community and the media. When a third party stepped in with a plan to keep the hospital open, Denterlein Worldwide continued to represent the parent company, which was responsive to the proposal.
Objective
Given the seriousness of the situation and the significance of the possible response, Deaconess-Waltham was rightly concerned about communicating effectively and appropriately with its key stakeholders: senior management, staff, physicians and external audiences. As market research and inter-hospital negotiations occurred, it was important to ensure that New England Baptist Hospital, Beth Israel Deaconess Medical Center and Deaconess-Waltham staff adhered to consistent messages.
Strategy
Denterlein Worldwide devised communication plans for each of Deaconess-Waltham's main audiences, including medical staff, vendors, government and business leaders, the public, patients and media. Denterlein not only managed the public announcement but also coordinated employee meetings and briefs as well as a media campaign, including press releases and statements.
Results
The bulk of the press coverage was contained to the local press, and mention of the closing remained at a minimum in the major metropolitan media — an issue important to the parent company. As a result, the parent company publicly resolved a difficult situation, and the hospital later opened under new ownership.
Hallmark Health
Overview
Continuously recognized for quality care, Hallmark Health serves Boston's northern suburbs through its two main community facilities, Lawrence Memorial Hospital of Medford and Melrose-Wakefield Hospital. Hallmark Health sought a proactive plan designed to minimize negative fallout from potential one-time incidents that could harm its reputation.
Objective
Hallmark Health leaders wanted a clear process that would allow its team to respond quickly and effectively to sensitive situations and unwanted media attention.
Strategy
Denterlein Worldwide worked with Hallmark Health to identify a representative sample of potential scenarios that might arise in the future. Denterlein then crafted a comprehensive guidebook with step-by-step processes for a variety of circumstances that could impact Hallmark Health's reputation or admissions. A follow-up session provided one-on-one media training for key Hallmark Health spokespeople.
Results
Hallmark Health took a unique, sensible approach to crisis management. As a result, the entire leadership team understands how to respond to a sensitive situation, and uses our manual as a guide in crisis response.
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