A Public Relations Approach TO A HEALTH CARE CRISIS
Bothwell Regional Health Center began as a community effort and continues that tradition today. The health center, named after major benefactor John Homer Bothwell, has served west central Missouri since 1930. With a staff of more than 800 employees and 100 physicians and advanced practice providers, Bothwell offers a full range of diagnostic, medical and surgical services.
Challenge
In rural areas, delivering quality health care can be challenging. When compounded with the onset of COVID-19, the need for comprehensive, proactive and transparent communication becomes even more critical. For Bothwell Regional Health Center, addressing these dual challenges while showcasing its innovative programs and exceptional care required a strategic and focused public relations approach.
Approach
Bothwell partnered with Callis to first refine its brand message, ensuring it resonated with key audiences including patients, staff and the broader community. Collaborating with hospital leadership, the new messaging emphasized Bothwell’s commitment to patient care by being available and steadfast in providing clear, truthful and transparent answers and information to questions that people had about the emerging pandemic.
Callis amplified Bothwell’s story through established media relationships, placing press releases, articles and interviews in regional outlets.
This outreach heightened visibility and reinforced Bothwell’s reputation as a trusted community partner.
Recognizing the importance of digital engagement, Callis implemented targeted ad campaigns and active social media management to expand reach and strengthen community connections.
To address potential crises, Callis developed a comprehensive communication plan with clear protocols and messaging, safeguarding Bothwell’s reputation and maintaining public trust.
Impact
The strategic public relations initiatives delivered measurable results, strengthening Bothwell Regional Health Center’s reputation and increasing community trust. This positioned the organization to achieve key growth objectives, including expanding medical services through heightened awareness and demand, attracting top-tier medical professionals with improved visibility and fostering collaborations with other health organizations through enhanced credibility.
