How Minnesota’s Hospitals Found Their Health Care Policy Voice
Minnesotans had been flooded with negative news about health care: Rising costs, decreasing access to mental health services, opioid overprescribing, vaccine misinformation and youth concussions. The cacophony of harrowing headlines was drowning out the inspiring stories coming from our state's hospitals.
Our protagonist, the Minnesota Hospital Association (MHA), stepped up to fill the void and spread the good work that the state's hospitals are contributing to Minnesotans' health.
Our hero, the Minnesota Hospital Association, began this quest at home by overcoming the traditional reluctance by the highly regulated and highly publicized health care industry to take positions on matters of public policy.
In order to ensure hospitals’ commitment to work outside their walls to strengthen their communities was understood by both the general public and lawmakers, MHA decided to identify stories they could tell that would showcase that good work.
As the Minnesota Hospital Association's faithful companion on this quest, Tunheim assisted the MHA by advising the association to consider modifying the historical reluctance to wade into the public policy waters.
Tunheim helped the association identify hospital stories that would be compelling to both the public at large and influencers of Minnesota public policy and helped to ensure those stories were heard in the media and online.
This quest by the Minnesota Hospital Association to educate the public about the good work the states' hospitals do ended with a beneficial return on results.
- A MN Healthy Communities website to host content
- Compelling stories captured on video
- Media coverage
- Digital advertising
- And polling to measure effectiveness
Impressions of the website and via social media and digital advertising...
...representing a 13% increase from the previous year.
to the campaign website from the previous year.
This quest by the Minnesota Hospital Association to educate the public about the good work the states' hospitals do ended with a beneficial return on results.
- A MN Healthy Communities website to host content
- Compelling stories captured on video
- Media coverage
- Digital advertising
- And polling to measure effectiveness
