Challenge
Catholic Healthcare West was formed in 1997 when the Daughters of Charity, Sisters of Charity and Sisters of Auburn incorporated their health care ministry under one brand – Catholic Healthcare West (CHW). The newly organized non-for-profit hospital system purchased several hospitals from UniHealth, a secular hospital system throughout Southern California, bringing the total number of CHW hospitals to 48. As result of these changes and acquisitions, Eric Rose to lead a team to handle labor relations, public affairs and community outreach for hospital chain.

Solution
Eric’s team created a comprehensive communications program, which included advertising, in order to build greater awareness for the various services and contributions that CHW hospitals provide for their individual communities. The team worked with individual hospitals to tailor programs and campaigns that developed awareness for specific community health programs and that built relationships with community-based organizations, civic leaders and members of the community.

Through paid advertising and traditional media relations, each of these programs was highlighted, promoting its value and showcasing its contributions in the community. To further humanize each program, Weber Shandwick used actual program managers to serve as spokespersons. A series of advertisements ran in the Los Angeles Times and in over a dozen local weeklies. The advertisements featured hospital employees who play a leadership role in these programs and who dedicate themselves in helping the community. Ads also showed the actual dollar amount that CHW hospitals give back to the communities they serve.

Result
As a result of these efforts, events and services surrounding these programs attracted attention from major Los Angeles television, radio and print media. Local newspapers ran in-depth features on the programs and CHW employees. Individual facilities received special recognition from community organizations, community leaders and elected officials. This attention, along with the media coverage, brought value to the individual hospitals and helped brand Catholic Healthcare West as a mission-driven health care system dedicated to aiding the poor, sick and elderly, regardless of financial status. As a result of the campaign, CHW hospitals saw an increase in community participation, as well as an increase in employee volunteers.