marketing
Developing Messaging for Hospital Dedication and Open House Experiences
Summary
The second campus of Intermountain Primary Children's Hospital was dedicated in a special ribbon-cutting ceremony in February 2024, followed by caregiver and public open house tours, ushering in the most significant enhancement in pediatric health care in Utah and the Intermountain West in more than a century.
The Miller Family Campus is a critical element of Primary Promise, Intermountain’s multi-faceted and comprehensive vision to build the nation's model health system for children.
Through these efforts, we welcomed 500+ event attendees to the formal hospital Dedication Ceremony on February 2, 2024, and the Intermountain Primary Children's Hospital, Larry H. & Gail Miller Family Campus in Lehi opened for patient care on February 12, 2024.
Involvement
My core work was to develop and communicate critical, core messages between dual audience types and events to achieve key messaging objectives—including impact reporting and storytelling pre-, during, and post-event. Each message was crafted to ensure a consistent, extraordinary consumer experience with my multi-faceted team, ultimately to inspire a culture of philanthropy with our caregivers and community.
In the first 100 days of patient care at the Miller Family Campus:
1,503 Surgical Cases
4,455 Emergency Department visits
16,311 Clinic Visits
EXPOSURE
Earned and partner media coverage of the hospital dedication ceremony included 1,480 stories/segments, a potential audience reach of 823 million+, and an ad value equivalency of $7.6million+.
ENGAGEMENT
Booked 5,000 community open house tour sign-ups on PrimaryPromise.org within two weeks of public announcement and hosted thousands through the Miller Family Campus Open House ticketed event.
accessibility
Developed signage for queue tent with core event messages and critical venue information in English and Spanish to greet community to their new world-class hospital
strategic messaging
Created an Event Messaging Strategic Overview to help solidify stakeholder alignment and design the Dedication Grand Opening Program roster of speakers and special guests.
planning timeline
Designed a Proposed Content Timeline to pitch opening Sizzle Reel film concept. Managed content, art direction, and ensured successful delivery timing that was shown to open the Dedication Ceremony to open the new hospital.
production leadership
Led production for the Closing Reel Film for the Dedication Ceremony. This project involved highlighting key moments of Primary Children’s Hospital’s 100-year legacy by sorting through decades of artifacts and history.
public messaging
Construct inclusive and informative Public-Facing Messaging from the Dedication Ceremony script to help neighbors and families feel at home in the new hospital in their backyard. This slide deck was projected in the queue tent that I designed for audience flow and maximum participation from tour guests and strict building code requirements.
“Never before have the services of Primary Children’s Hospital been SO close to home for SO MANY children. For the first time ever, thousands of families will be only minutes away from cutting-edge, life-saving emergency services in an environment created just for kids.
Parents will have confidence knowing that state-of-the-art intensive care units—staffed by some of the best providers and caregivers in the nation—are available in their own backyards. The Outpatient center will bring more than FORTY pediatric subspecialties directly to this community, assuring that families will receive the highest-quality care.”
—
Lisa P.
