Astonishing Results: Michigan Medicine | University of Michigan Health-West
University of Michigan Health-West, part of Michigan Medicine, is a leading health provider in the nation. UMH-W is Michigan Medicine on the West side of the state. UMH-W did not have a national imprint of any kind and wanted to elevate its brand in the national media.
Strategies
- Utilized doctors as expert resources for consumer-related and trade interest stories related to health
- Cadence of thought leadership from CEO, CTO, CMO, CFO, nurse leadership in consumer and trade publications
- Created storylines to showcase UMH-W’s innovation and partnerships. (Example: Worked with Exalta Health to treat local immigrant population)
- Newsjacks (Damar Hamlin, Canadian wildfire air pollution, etc.)
- Constant flow of tips from medical staff, disseminated to media, leveraging health holidays
