Medical City Alliance Case Study

During construction of its new hospital in North Texas, Medical Alliance Center tapped Murnahan Public Relations to generate awareness of the project through a community outreach campaign. The new hospital — a 56-bed facility with a large OB/GYN, Labor and Delivery service and the area’s first cath lab — was built to connect with a free-standing ER that had been built just a couple years earlier. It would also provide traditional medical services expected of a community hospital.

THE CHALLENGE

Choosing a hospital is a decision that families take extremely seriously. After all, it’s one of the most important choices one can make. Therefore, Murnahan PR identified its challenge as not only generating awareness of the hospital’s construction, but also helping the hospital establish credibility.

Although proximity is not the only consideration when it comes to choosing a hospital, we knew this would still be a big selling point. And so, we needed to find a way to stick our message that community members would no longer need to hop on the freeway to have their healthcare needs addressed; that there would soon be a brand-new, full-service hospital located right in their neighborhood.

Additionally, the public demanded regular updates about the status of the construction and information about the services the hospital would provide.

THE SOLUTION

To generate awareness of Medical Alliance Center’s impending opening and help the hospital establish trust, Murnahan PR launched a full scale community outreach campaign touting the scope of its services and the caliber of its medical staff. We accomplished this through a variety of traditional and digital PR tactics, including:

We even engaged the youngest members of our community through a construction coloring book. The coloring book helped educate the kids’ parents about the project, as well! The coloring book was emblematic of our creative approach to reaching individuals across all age brackets.

With the help of Murnahan PR, Medical Center Alliance quickly became a household name in its growing service area of 250,000 residents (and counting). Among its initial-year accomplishments, the hospital delivered 500 babies, including multiple sets of twins, and earned the trust of countless additional community members who’ve made Medical Center Alliance their primary health care provider.

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