A post-merger identity crisis threatening patient trust and media reputation — resolved with a single, unifying narrative and 68 earned placements.
Arcadia Health had just completed a merger with a regional competitor — and the press wasn't kind. Two brands, two cultures, two patient bases, and a board demanding a unified public face within the quarter. The wrong move would accelerate the narrative. The right one could flip it entirely.
We didn't try to change the story. We changed the frame. Instead of defending the merger, we made it the lead: "Two networks. One mission." The message acknowledged the disruption and pivoted immediately to what it meant for patients. Press-first, then community, then digital. Speed and consistency above all.
Crisis messaging framework, key message hierarchy, and spokesperson talking points across 11 scenarios.
Proactive outreach to 200+ health, business, and regional journalists. Earned placements in WSJ Health, Modern Healthcare, and local markets.
Town hall preparation, patient letter series, and community liaison programme for both legacy networks.
Unified visual identity launch coordinated across 23 facilities simultaneously, with a press event and live media Q&A.