Challenge
From its roots as a county hospital in 1953, Henderson County’s UNC Health Pardee, has grown to become a regional health system serving five counties offering an array of clinical and primary care services. As their business model dramatically changed, their dated perception as a county hospital did not keep pace. Over the course of a decade, our team turned our media relations, PR and crisis communications expertise toward telling the new story of Pardee as a full-service, high-quality healthcare system driven by innovative people with a strong community connection.
Insight
Showing the thought and care that goes into expanding health services demonstrates the thought and care that patients can expect.
Our Approach
Drawing from Pardee’s subject matter experts and happy patients, we placed countless stories of the organization’s growing primary care network and specialty practices among regional, statewide and national outlets. Pardee’s focus on quality care, commitment to innovation and “punching above their weight” made it easy to highlight stories such as being first in the region to offer COVID vaccines or the first entity in the UNC system and the state to offer a new Alzheimer’s drug. Placing news updates, thought leadership pieces and community health education stories in regional media outlets built Pardee’s brand as a trusted, convenient resource — and the healthcare provider of choice.
Our Deliverables
Our comprehensive media relations approach includes cultivating stories and offering pitches that land in various print, radio and television outlets, while also focusing on timely topics that resonate in the community — such as a new Alzheimer’s drug, inpatient youth behavioral health services and how to recognize stroke symptoms early.
Our Impact
“Formation has been the backbone of Pardee’s media relations for more than a dozen years, and our enhanced profile in the region is proof of their effectiveness. They proactively shape our story, seize opportunities for meaningful messaging and respond strategically in times of crisis. The Formation team is integral to our success as a preferred and trusted healthcare provider in Western North Carolina.”
John Bryant, Ed.D., Vice President for Operations and Support Services
In just six weeks, the SNAP campaign delivered 9.3 million+ total impressions