Union Hospital Hires Synergy Marketing for Media Training Before $200 Million Announcement

Union Hospital needed help training its management team to deliver key messages about a $200 million expansion and renovation project that would add 500,000 square feet and 200 beds to the medical facility. The hospital hired Synergy Marketing Group, an experienced healthcare PR firm, to provide executive media training to prepare for the announcement.

The Agency’s Healthcare PR Approach

Synergy collaborated with the hospital’s management team to identify issues related to the expansion project that had the potential to raise concerns with the local community, donors, insurers, employees and the media. These ranged from economic impact, access to healthcare, traffic delays and job opportunities, among others. Synergy then drafted anticipated media questions as well as recommended responses. Once all of the messaging was developed and approved, Synergy facilitated a full-day media training session. Each member of the hospital’s team had the opportunity to practice delivering the key messages in on-camera mock interview settings and replay the footage multiple times. The intensive program included feedback on word choice, grammar, facial expression, eye contact, energy level, dress, grooming and body language. The agency also provided participants with a tutorial on techniques and etiquette for conducting successful media interviews. At the end of a long, yet productive day, all of the participants performed well, felt confident and were prepared for the upcoming media interactions.

As one of the most accomplished healthcare PR firms, Synergy Marketing Group has 15 years of experience providing media training and crisis communications management to hospitals, medical practices, physicians and healthcare administrators.

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