CASE STUDY

VHC Health

Emerson Street Media helped VHC Health with strategic communication for the grand opening of its Outpatient Pavilion, focusing on media relations, video production, and clear messaging, resulting in extensive local coverage and a successful launch.

Action

Our team moved fast to execute each element of the plan by its assigned deadline. We drafted media advisories and press releases and worked cohesively with various VHC Health team members and partner organizations to secure consensus and approval on written materials. Through earned media placements in the region’s top local outlets, like the Washington Business Journal, Virginia Business and Washington DC’s WJLA ABC station, Emerson Street Media increased awareness of VHC Health’s Outpatient Pavilion to its target audiences. By facilitating meetings with VHC Health team members throughout the campaign, we developed consistent and clear messages on the Outpatient Pavilion construction progress and grand opening plans to both internal and external audiences.

Approach

We began our engagement with VHC Health developing a comprehensive campaign for the grand opening of its Outpatient Pavilion. This plan included messaging, a media relations strategy and video production elements. We held numerous meetings with various VHC Health team members to discuss the communications strategy and tactics, and provide an overall update and pivot plan if needed. Throughout this entire process we ensured that each activation or initiative was strengthening VHC Health’s overall business objectives of showcasing extensive reach, full-service healthcare services and exceptional patient care

Project

In its effort to grow its presence as a comprehensive regional healthcare system, Virginia Hospital Center Health (VHC Health) opened its state-of-the-art Outpatient Pavilion in June 2023. The seven-story, $250 million project aims to centralize VHC Health’s outpatient offerings while also freeing up space at the main campus hospital for more inpatient services including cancer, cardiac and stroke care. The VHC Health leadership team guiding the project, which broke ground in October 2019, placed a significant emphasis on a robust external communications plan to reach key stakeholders. The Emerson Street Media team was tasked with helping the organization develop a strategic communications plan for the opening of the facility, with an emphasis on clear and consistent messaging for both internal and external audiences.

Result

The grand opening of VHC Health’s Outpatient Pavilion was a major success with widespread coverage across top local media outlets. Our team seamlessly integrated with the VHC Health team and its other marketing and communications partners. We maintained steady streams of communication with these partners and kept our channels of communication and documents organized so there was no confusion. With many moving parts to this overall strategic communications campaign, we fulfilled our goals and more than satisfied our partners at VHC Health.

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