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Federation of American Hospitals: The Real Story

Federation of American Hospitals: The Real Story

Federation of American Hospitals: The Real Story

FEDERATION OF AMERICAN HOSPITALS

The Real Story

Combining The Megaphone With a Stethoscope:

Changing the Public Perception of For-Profit Hospitals

FEDERATION OF AMERICAN HOSPITALS

The Real Story

Combining The Megaphone With A Stethoscope: Changing The Public Perception Of For-profit Hospitals.

Combining The Megaphone With A Stethoscope:

Changing The Public Perception Of For-profit Hospitals.

THE CHALLENGE 

In the wake of negative narratives on topics ranging from the uses of the Provider Relief Fund to the availability of personal protective equipment during the pandemic, we needed to remind the media, Washington D.C. and the public of the Federation of American Hospitals' beneficial role in their communities.

THE CREATIVE SOLUTION

Lead with emotion. Support with data. And “keep it real” by humanizing complex healthcare issues.


We developed an inspirational campaign called “The Real Story” that addressed issues of criticism head-on by reminding our audience that there are two sides to every story. Combining impactful personal narratives with equally powerful facts and statistics ensured that essential voices were heard above all the negative chatter.


In support of the campaign, we created an iconic symbol, the “megaphone-combined-with-a-stethoscope,” designed to iconize and amplify the stories of the healthcare workers and their patients.

THE RESULTS

A nationwide survey of 1,000 respondents with an oversampling of 400 “DC/Beltway Elites” found that 42% of Beltway opinion influencers reported seeing “The Real Story” campaign, along with an identical percent who reported seeing advertising and content from FAH.


79% said they saw the campaign most frequently on social media. 79% of voters nationally said they would feel more favorably toward the hospital industry if it shared advertising and content like The Real Story.

ABOUT THE CLIENT

The Federation of American Hospitals (FAH) is the national representative of more than 1,000 tax-paying community hospitals and health systems throughout the United States. FAH provides a unique perspective to healthcare policymakers, as their members are steadfast advocates of a market-based healthcare system that benefits patients by continually providing high-quality, comprehensive care through innovation.

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