In the spring of 2002 a significant change was on the horizon for the healthcare industry in Bannock County. Talks between Pocatello Regional Medical Center and Bannock Regional Medical Center had resulted in a merger/acquisition between the two entities. By early summer the news had spread throughout the community and letters to the newspaper and local talk shows revealed the level of disagreement that the residents felt on the issue of two hospitals versus one.

The S&A Strategy:

PR: The agency brought in a strategic PR partner to help the public relations communication efforts. Advertorials were written and placed in the Idaho State Journal that helped broaden the public knowledge about the move to consolidate. Town hall meetings were scheduled to discuss the issues first hand with the public. Community leaders spoke out on the one hospital approach and both the chairman of the hospital board and the new administrator made presentations at community club luncheons, and were guests on local talk shows.

Throughout the summer the issues were discussed and deliberated consistently. People were still at odds.

Advertising: By August, advertising plans were set into motion. Media and creative decisions were approved and a multi-media effort was launched. Large space duotone newspaper ads were placed in the Idaho State Journal, television and radio commercials were aired and 30-sheet outdoor boards were posted simultaneously to have the maximum impact.

The message of the campaign had multiple objectives. The first and foremost was to clarify detail of the acquisition. This communication goal was achieved by explaining that there have been healthcare changes in the community since 1908. The merger is just another example of one of those changes and even less significant than others. The second goal was to introduce the new brand and get the community comfortable with where the institution was headed. Brand building included design of a new logo and creation of a new position statement, as well as, the redesign of collateral material

The Result:
As the campaign was received by the community, the message rang true. Negative or concerned letters from community members to the newspaper editor declined and soon stopped. The straightforward multi-media message, utilizing archival photos of the facilities and employees, impacted the residents of Bannock County. Portneuf Medical Center was then able to focus their full efforts on the job of delivering healthcare services, not deliberating the consolidation decision with the community