Challenge:
A healthcare organization specializing in palliative care faced a reputational crisis when its CEO became involved in a high-profile lawsuit. The legal case attracted negative media attention, overshadowing the organization’s mission of providing compassionate end-of-life care. Red Banyan was engaged to help shift the narrative and protect the organization’s brand.
Action:
Red Banyan implemented a strategic communications plan focused on positive storytelling, highlighting patient success stories and the organization’s impact. We optimized their online presence through updated content and SEO strategies, and arranged targeted media interviews that showcased the CEO as a leader in compassionate care. This comprehensive approach helped steer attention away from the lawsuit and refocus on the organization’s core mission.
Impact:
Our efforts led to a successful reputation recovery, with negative media coverage diminished and replaced by positive stories about the organization’s work. The CEO and the organization regained public trust, and their focus on compassionate care was once again at the forefront of public perception. The organization continues to thrive, with its reputation fully restored.