First Do No Harm

Publication Date: 2006

Source: SO08 Silver Anvil Award
Product Code: 6BW-0602D06
Organization/Author/Firm: Minnesota Hospital Association,   Weber Shandwick Worldwide
Industry: Associations - Nonprofits / Health - Medical - Pharmaceutical
Specialization(s): Advertising - Branding / Reputation Management / Brand Management / Brand Management / Advertising Branding
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2006 Silver Anvil Award Winner – Reputation Management / Brand Management – Associations

The Minnesota Hospital Association and member hospitals faced the intimidating challenge of being the first state in the nation to pass a law that mandated a public, hospital-specific report of 27 kinds of medical errors. There were concerns that releasing this sensitive data could cripple the intent of the reporting law – which was to increase the reporting of errors in order to learn from them. Along with the broad efforts to partner with policy-makers and other stakeholders, MHA used research, careful planning and a thoughtful media strategy that resulted in the successful positioning of Minnesota as a leader in patient safety, secured public trust and ultimately protected the integrity of the error reporting system.