Case Study

Reputation building to drive growth

As the state’s only academic health system and with several world-class programs, leaders of this Midwestern organization desired to grow its national profile. Our communications aim was to increase their reputation across the vast region as a destination for complex care, attracting patients and talent.

The Solution

While reputations can be destroyed overnight, building them takes time and dedicated effort. Our work over two years began with a reputation assessment that included an industry gap analysis and alignment with executive leadership to establish shared goals and metrics for success.

We learned the organization enjoyed an outstanding reputation locally and a work culture that was uniquely collaborative for an academic institution.

Together we formed their narrative, establishing consistency in message themes, developing internal influence campaigns, engaging our local audiences more intentionally, building a comprehensive media relations program and supporting government relations efforts. Cognizant that reputation management begins internally, we turned employees into ambassadors and paid keen attention to improving perception among nurses.

The Results

Working alongside their team, we built a proactive media mindset – which the organization had historically avoided – and the structure to support it. This has resulted in national media coverage. Relationship-building both internally and externally successfully continues today, and nursing satisfaction has improved across the board.


Organizational Restructuring

Media Relations

Nurse Engagement Campaign

Nurse Engagement Campaign

Communications Function Audit

Streamlined Communications

Ambassador Training

Ambassador Training

Strategic Workshops

Campaign Approach

The Takeaway

We leveraged the good story and reputation of a state’s most prominent healthcare provider to increase engagement internally while gaining national prominence that helped it attract top talent and new patients from the region.

Modern Healthcare

cover story


marked improvement in all nurse engagement categories, outperforming national benchmarks


service lines gained measurable increased visibility