A troubled non-profit community hospital

Sole provider of essential health services to a growing community

The new CEO of a declining community hospital quickly determined that he lacked the management talent and sophistication needed to produce an economic and clinical “turnaround.” He asked us to perform a functional audit of the marketing, communications, and fund-raising capabilities, then outsourced these related functions to us to re-organize and manage on an interim basis until profitability could be restored.

To replace key marketing staff while sustaining the capabilities, to help launch several new clinical capabilities, and to help the CEO secure several clinical partnerships that would raise the hospital’s reputation in the local community. Additionally, to help the CEO devise new options for long-term access-to-capital.

Developed a low-cost, high R-O-I guerrilla marketing communications campaign, focused on several strong clinical programs. Simultaneously, developed a Merger & Acquisition strategy for the Board and remaining senior management team. Helped CEO prepare an organizational marketing kit to present to investment bankers and prospective buyers. Developed a comprehensive Transition-to-New-Ownership Communications program for internal audiences and for the local community.

Functionality of marketing and fund-raising was sustained during an extended period of transition to new (for-profit) ownership; Board, management team, and local community all felt informed and included in the acquisition process; access to capital and operating margins improved substantially following the acquisition.