We built a communications toolkit that established a strong case for support yet was flexible enough to evolve as the audiences and dynamics of the legal process changed. Our approach included personalized communications from senior leaders which helped garner allies and answer questions from diverse audiences. Regular town hall meetings and a digital hub for merger communications gave employees, physicians and community members a unique opportunity to obtain real-time information and engage directly with those leaders.
When a challenge by the FTC increased the stakes, we were prepared to message and take action quickly. Dozens of media interviews, one-on-one meetings and editorial board visits helped us define the narrative and manage the reputation with every turn. Externally, we remained engaged with community representatives and third party allies to strengthen the narrative from the ground up. Our strategy was to anticipate and prepare for every possible outcome, while protecting and even enhancing the System’s reputation.
When the process turned from the court of public opinion to the court of law, we supported counsel and our client throughout. Both content and messaging were in place for immediate deployment, regardless of the outcome. The case saw many ups including approval by a Federal Court. And though the merger was eventually halted on appeal, a national dialogue about the future of healthcare had been sparked and today, we continue to support NorthShore in its market-leading position.