I. Communication Challenge

In 2009, the New York State Department of Health (NYSDOH) recommended that WMH convert its emergency room to a 12-hour urgent care center. Travers Collins (TC) was contacted to help develop and execute a communication plan to oppose this recommendation.

II. Strategy and Execution

A key component of the communication strategy was the development of a convincing case why the ER’s closure would be devastating to the local community. Extensive research was used to develop the following key messages:

• Closing the ER presents a life-safety issue based on excessive travel times and distances to other regional hospitals in New York State and Erie, Pa.
• There is no paid ambulance service in this area
• There is a high percentage of elderly, many of whom live alone, and a large Amish community
• Total economic impact was estimated at nearly $21 million

The resulting campaign theme was built around the fact that “WMH Saves Lives” 24 hours a day, seven days a week. Campaign tactics included:

• An extensive letter-writing campaign to the NYSDOH commissioner
• Earned media
• Town-hall meetings with internal publics
• Petitions (online and at the hospital)
• Community signage, events and rallies
• Social media/Facebook
• YouTube
• Faith-based organizations (all religions) worked together, organizing a letter-writing campaign and other supporting actions after weekend services
• A partnership with Patricia Lynch Associates, a government affairs/lobbying firm, to work behind the scenes with NYSDOH and elected leaders to help keep the ER open

III. Outcome

• The emergency room was saved; WMH won its appeal with New York State
• Community leaders and members sent letters to the NYSDOH and other New York State elected officials, encouraging the state to reconsider its decision
• Earned media was extensive locally and regionally, including numerous articles, opinion pieces, letters to the editor and print coverage, along with radio and television
• Nearly 2,100 community members and friends of the hospital pledged their continued support through the online petition on www.wmhsaveslives.org. Another 17,300 supporters signed a written petition
• More than 1,100 Facebook fans and friends from all over the U.S. supported WMH’s efforts