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Challenge
North Memorial Health is one of the largest healthcare systems in the Twin Cities metro. In a crowded healthcare market, and in the midst of a global pandemic, North Memorial Health partnered with Beehive to differentiate its voice to create brand awareness, trust and affinity across the communities they serve — including their team of 5,000+ doctors, providers and team members.
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Strategies
- Established a differentiated voice in a crowded healthcare landscape, prioritizing storytelling over statistic sharing
- Activated proactive, multi-channel storytelling strategy to ensure a consistent — and efficient — narrative was seen across multiple touchpoints
- Created an executive thought leadership platform for the CEO to build credibility while recognizing the heroism taking place every day within North Memorial Health
- Determined priority focus areas for proactive pitching to local and national media outlets
- Created tiered approach to media outlets and reporters and built relationships across the newsrooms
- Established measurement and reporting practices that connected effort to impact through creation of key metrics aligned to the strategic plan
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Results
- Told over a dozen proactive stories on behalf of North Memorial Health in local print and broadcast media outlets, building overall brand awareness and credibility with community members, government leaders and media
- Established North Memorial Health as a thought-leader throughout the COVID-19 pandemic locally and nationally with features in NBC News, The New York Times and Becker’s Healthcare
- Increased visibility for North Memorial Health leaders through earning awards and recognition, including a Healthcare Hero award for North’s CEO
- Built relationships with top local healthcare reporters in the Twin Cities, resulting in 48 stories in 2021, including an in-depth healthcare worker story that resulted in front page coverage
- Led high level strategic communication counsel on an ongoing basis to client team
"The Beehive team has been remarkable. Our partnership began at a time when our industry was deep in our response to the COVID-19 crisis, and just like that … the team folded in seamlessly and became our coach, mentor and best-practice leader all at once. Beehive has helped us capture and tell the stories and once-in-a-lifetime moments that shine light on who we are at North."
— Jenny Rengo, Director, Multi-Channel Experience North Memorial Health
