We immediately formed a campaign team of system leaders, counsel and communications professionals to manage the crisis as the single source of information. We disseminated information through channels including a dedicated website and call center.
Together, we developed consistent, empathetic messaging to curb misinformation and establish authority on the issue. We then implemented a strategic plan targeting staff, patients and the media.
Patients had clear information about how to protect themselves after the breach. The health system, meanwhile, suffered minimal media coverage from the data breach. By being transparent and sincerely apologizing, health system leaders maintained staff and community trust. By shaping the story early, media reported the incident in a fair way that inflicted no lasting damage.
A nonprofit health system learned that a member of its team caused a data breach. Together, we implemented a strategic plan to protect the institution’s reputation among employees, patients and members of the media.