By Tricia Geraghty, Senior Vice President, Strategic Positioning Service Line Lead
It was a rare bright headline for this moment.
Last month, media around the globe beamed an irresistible photo: Little KJ Muldoon, smiling from his baby carrier, had triumphed over a disease that was expected to be a death sentence. Doctors at Children’s Hospital of Philadelphia and Penn Medicine had cured his rare genetic mutation with individualized gene-editing – a feat of science previously only dreamed of, and a success story with the potential to transform medicine far beyond his case.
The story highlighted the role that children’s hospitals play in not just the health of kids but in the advancement of medicine overall.
Stories like KJ’s are a contributing factor to the high regard that the public has – uniquely – for children’s hospitals. In a recent national study of consumers, the Jarrard Market Research & Insights (MRI) group found that 89% trust children’s hospitals to provide quality medical care, while nearly the same number trust children’s hospitals to do the right things for their communities. That number astonishingly compares to just 65% for hospitals and health systems as a whole.
And yet…
While the public appreciates pediatric care, our nation’s funding priorities don’t support it. Consider this:
- Half of the nation’s children rely on Medicaid for health coverage, which is facing serious funding cuts. That’s despite strong public support: in a recent Jarrard MRI survey, coverage of pregnant women and children was the most resonant message for protecting Medicaid funding.
- Pediatric research funding, also on the chopping block, was already in short supply. Only 4% of federal research funding in any year is dedicated to pediatric health.
What can advocates do?
This mismatch between the public’s support for pediatric care and today’s funding environment provides an opening for leaders at pediatric hospitals. Thoughts here:
- Get the word out. Prioritize the stories about the work of your pediatric specialists and the children’s hospital. Not only does this drive opinion for this work, but the care you provide for children has a halo effect on your entire system’s reputation. That’s a powerful lever for your brand.
- Cast a wide net. Pay attention to the full spectrum of stakeholders who make up a children’s hospital’s base of support. According to Jarrard’s research, more than 40% of donors to children’s health have never directly received care from a children’s hospital. They give because they see the inherent value in the pediatric mission. That means you can look beyond parents of patients to teachers, community leaders, donors and volunteers as potential champions for you.
- Lead in action. Lean into your role as a critical voice for children’s health – in the community, in mental health, in preventative care. There are countless other organizations in your community advocating for kids, and as a leader in your local community, you have the opportunity to bring them together with a coherent message about protecting children’s health. There is an inequity in children’s health as important as any other that you tackle as a health system leader. Kids don’t vote – but you can be their best advocate.
