Case Study: Sleep Lab Community Rollout
Headline:
Waking Up Awareness: Launching a New Clinical Capability Through Story
Summary:
To support the introduction of a new hospital-based sleep lab for a 365-bed local hospital, I developed a messaging strategy and crafted content to educate physicians, engage skeptics, and help prospective patients understand the profound personal impact of untreated sleep disorders.
Challenge / Need:
The leadership team needed to communicate the importance of sleep studies to a broad audience, including physicians who weren’t yet convinced of its value, staff unfamiliar with its clinical operations, and community members with limited awareness.
Strategic Approach:
I began by interviewing stakeholders from all sides: the trustees who supported the initiative, clinical specialists and early adopters, as well as patients and their families. I then used these insights to guide an overall messaging strategy that balanced reader accessibility with medical authority and scientific credibility.
Execution:
I developed campaign materials including patient brochures, clinician Q&As, internal comms for hospital staff, and articles for local press. The goal was to build momentum from the inside out, focusing first on education, then public trust.
Results:
The new sleep center opened to strong early demand and high patient satisfaction. Several physicians who were initially skeptical became champions of the program, citing the clarity of the messaging and the positive patient outcomes.