Case Studies.
Mid Ohio Oncology/Hematology
The Zangmeister Center Announcement
Situation
While preparing to announce its newest $42 million facility, the Zangmeister Center, Mid Ohio Oncology/Hematology (MOOH), faced two key obstacles: public perception and tax abatement. Local media often had a negative view of physician-operated hospitals, and all publicity needed to be coordinated around the tax abatement, which could have happened almost six months before the Center’s groundbreaking.
Strategy
Marketing Works identified key stakeholders and devised a communications plan. To combat negative perceptions, MOOH engaged with and educated media, employees, city officials and the surrounding communities. To neutralize the tax abatement obstacle, we created a short-term plan to speed communication to all stakeholders.
Results
The opening of the Center received positive coverage from community and local business media and unanimous support from the North East Area Commission. The tax abatement was approved in April 2006. In addition, the program generated excitement among staff and engaged referring physicians, who play a key role in driving patients to MOOH. In 2007, Marketing Works received a PRSA East Central District Diamond Award of Excellence in Issues Management for the Zangmeister Center announcement.