The San Francisco-based health system has been using media relations, thought leadership opportunities for its CEO, and video footage from its own town hall meetings to reinforce its support for healthcare reform, said Mark Klein, VP of corporate communications and marketing for Catholic Healthcare West. The hospital system owns 41 hospitals and employs 50,000 people. It is not working with an agency.
“We believe that the opportunity to pass meaningful healthcare reform this year should be seized,” he said. “We'll certainly continue to do what we can to support the leadership role that our CEO has taken in the context of healthcare reform.”
Using a Web site it launched earlier this year, the PR team at Catholic Healthcare West posted videos from the town hall meetings it hosted at six of its hospitals in California, Arizona, and Nevada in August.
It is also continuing to reach out to Congressional members and to maintain a media relations program for CEO Lloyd Dean to promote Catholic Healthcare West's messages about reform through opinion pieces and news stories.